The Customer Behavior discipline includes Human insights, actions and perceptions that influence the decision-making process Preference / consumption
The digital age has changed this field of activity and has affected consumer characteristics in which brands and companies should focus:
- Consumers prefer fast brands
Consumer decision-making is no longer based on quality and price.
Consumers recognize “fast brands” and prefer to stick to them .
A fast brand generates a rapid product and service response throughout the value chain :
– Fast and friendly navigator systems in the company’s digital assets ( Website, Apps etc.)
– One or Zero click for order – Fast purchasing capabilities
– Fast delivery of the product or service
– Speed of response to customer inquiries
- Consumers are being influenced by Many To Many activity
Traditional advertising – the one-way format is weakened in terms of its influence on consumer decision-making and in its place , consumers are attentive to what other people think of a product or service . this the meaning of the term SPOQ – Social Proof Of Quality :
Our ability to learn and make buying decisions and preference from other experiences regarding the quality of a product or service – becomes the most important area of market activity. Companies will have to teach themselves to be involved in this ecosystem.
- Consumers are now much more sophisticated researchers
Consumers come to the interaction with online store – with a deep knowledge and understanding.
SOSO – Small Online Store Owners – should be prepare to the new nature of sophisticated consumers
- Consumers value peripheral values that go beyond the product itself – Consumers are no longer satisfied with a product that meets a basic need.
The meaning of creating a relationship between consumers and the brand ( a necessary condition for marketing), is the expectation of consumers to receive value that is beyond the product itself .
Ingeneral, it is about providing a set of relevant, valuable content produced by the brand in the framework of
The relationship that is so necessary for the existence of market dialogue.
- Innovation as a signal for quality
Consumers have taught themselves to identify innovation and quality.
Innovation can be expressed in product innovation, innovation at the packaging level and of course innovation at the level of accessibility, user experience and distribution pipelines.
Brands that use lite technologies transmit quality, for example:
- Augmented Reality
- Artificial Intelligence.
- Brands leverage technology to create multisensory customer experiences online in order to better simulate in-person shopping. E-commerce stores are being transformed with more immersive visual and auditory content. For example, beauty and personal care giant L’Oréal is using novel auditory tech to help convey the impression of scent over the internet using sound. South Korean beauty company Amorepacific created a skin measuring device in collaboration with MIT that allows users to monitor their skin’s response to external stimuli, bringing the sense of touch into the digital age.
SOSO – small online store owners should know that consumers are growing more comfortable with light technologies so they should better positioned to leverage it for immersive experiences.
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