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The consumer has never been as empowered as today. We are facing “superconsumers”, with technology and social networks giving them new powers, daily. It seems exaggerated, but it is not. Not coincidentally, this is a term that is being used with great frequency, it deals with the behavior of the Millenials generation and, mainly, the consumers of generation Z – or Ctrl Z -, the so-called digital natives.
The superconsumer was born in an era in which the full buying journey can be performed 100% in an online environment. This is an audience that can not think the world without digital – many have never called a call center and do not buy anything without first doing a good search on the web.
And it is this somewhat demanding customer that is at the heart of your company’s consumption journey today. It is he who dictates the “rules of the game”, conducts the relationship strategies and directly influences the brand image. He wants to be free to choose the best interaction alternatives, without limiting himself to a particular channel and without noise when deciding to migrate between them.
This condition brings challenges. After all, we are talking about a superconsumer whose purchase experience no longer has a predefined flow – he buys a certain product in the e-commerce of the network and chooses to withdraw it in the physical store if the digital offers him a term delivery time. Or the other way around.
Therefore, I believe in the strength of a “digital” movement, which unites the physical and digital worlds. A few days ago, I was inside a physical store and when I was negotiating the purchase of the product with the retailer I told him that I would search the other online channels to check if the value he was offering was the best one practiced by Marketplace. I went through several e-commerce sites, showed him that the price was above the value and I got discounts on the chosen pieces. There are situations where sellers show products available on the brand site and the purchase is made in the physical store. In others, the products are available in the showroom, but purchases must be made in the digital environment.
All these changes in consumption habits are causing a deep transformation in retail, which needs to adjust the logistics of its operation to meet the expectations of this superconsumer, equalizing the profitability of its channels. The goal is to offer a fluid experience, making your consumption journey increasingly integrated.
To accelerate the process of evolution of the shopping experience, to understand and surprise these supershoppers, one must make good use of technology, as a two-way street – which gives superpowers to the customer, but also strengthens consumers’ knowledge of brands. Through integrated BI and Analytics solutions – which capture, transform, and create predictive models of consumer behavior – it is possible to deliver vital information, deliver what each consumer expects, and even go beyond, to surprise. Regardless of the channel where the sale takes place, the experience offered has to be more and more advisory and specialized.
By offering a structured integration between areas such as logistics, e-commerce, physical stores and after-sales, retailing ceases to be a simple point of sale to become a true Consumer Experience Center. The brands that understand this prerogative will be highlighted. They will be those that will attract the consumer for pleasure and affinity, not just out of necessity.
* Marcelo Chianello is Corporate CEO of Liq
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