The profile of consumers has changed a long time ago: with the transformations caused by the Internet, globalized access has generated more immediate responses and companies have had to adapt to a new approach. How can corporations take advantage of this new moment in their relationship with their customers?
The new generation of consumers is more informed and prepared to move through this digital environment, since research mobility has increased with the technology available (computers, cell phones, tablets, etc.), and the impulse appears to be more directed.
Purchasing criteria are changing: the same space that is offering research, exchange of experiences, and stimulating the consumer to be cautious in acquiring products that are more expensive, is also instigating the purchase of cheaper products with a simple click.
How does the new consumer’s mind work?
With the emergence of the Internet, a new Consumer-Brand relationship has risen: now the exchange of information about the product/service can modify purchase patterns and give more credibility to the information provided by third parties who have already used it.
By having access to a lot of information, in real time, the new consumer can slow down his impulses a little by coldly analyzing the purchase of a particular product, however, this also provides immediate consumption availability: knowledge generates power.
And for this new consumer, who is now more educated than ever, and crosses several digital platforms, experiences that interfere with his final decision-making power are necessary, regardless of whether the approach is On or Offline.
Digital platforms: influence on the purchase decision and relationships with the brands
For the new consumer, not only have the approaches changed, but the means used for this has changed too: what worked on the desktop, with the user willing to search at that particular time, does not work the same way in other contexts. The mobile experience has transformed how potential customers are impacted by ads, content and how they maintain a relationship with the brand.
Companies start to think about the external environment, where the user is located, in order to guide their conversion strategies: inside the car and other means of transportation, with people around and lots of information at hand, the user experience encompasses different stimuli.
It is undeniable that users will always prefer to use applications that are more agile, that provide attractive, responsive and convenient navigation so that they can immediately do what they need to do.
Therefore, brands are paying more attention to the journey of said consumer, optimizing experiences and giving them greater value to ensure better usability and more conversion points.
The experience of the old consumer
How did this relationship between consumers and brands work before the popularization of the Internet? Going back in time, consumers used to be impacted by basic needs when acquiring a product and/or service, and relied on the information provided by the brand.
Since they did not bother to comprehend the consumer’s mind, the sales team worked on product-based conversion and less complex metrics: age group, social class, and location of the potential buyer.
Despite the competition, the “emotion” factor was decisive for the elaboration of campaigns that could draw more attention: the consumer used to act on impulse without necessarily seeing value in the product acquired.
New consumption: Relationships as the base for purchasing decisions
Every day, new applications emerge, making the emotional connection between users and brands to be constantly worked on and challenged. The high appnesia – an index that measures the rates at which applications are forgotten due to high levels of competition – is an important factor that pushes brands to invest in more innovative solutions and concerned with keeping their customers always interested.
In other words, a system that delivers a feed of adequate content, has an interface that is easy to use, and has a very attractive design manages to minimize obstacles, increases the chances of making your audience loyal.
So, regardless of the consumer’s need, whether it’s searching for content and finding feedback for their future shopping intentions, or more immediate needs, impacted by web news that entice you to click on it immediately: the more attractive the user experience, the better and tougher the business and the relationship with the brand. In this context, knowing how to develop innovation strategies based on what users are looking for is still the greatest challenge to ensure good experiences.