And according to Philip Kotler, author of a series of books on Marketing, current marketing – called Marketing 5.0 – is the stage of evolution of this methodology, marked by the power of technology in favor of people's quality of life and well-being .
Given this, we also have points in mind such as:
Today's market is digital , with enormous competitiveness, to the point that those who work with good products, but are not online, end up losing out to the competition;
Generation Z , a huge mass of young people born between 1997 and 2010, eager for the internet, who are vietnam phone number example increasingly opting for price and personal values as factors in choosing products;
So, how can you build customer loyalty and ensure a good shopping experience through this model?
According to a survey by Think Consumer Goods, carried out by the consultancy Offerwise and recently published by Google, 64% of Brazilians do not have a preferred brand due to the product selection factors discussed above.
Therefore, brand infidelity reaches 65% within this group.
What are the consumer's criteria for purchasing a particular brand?
According to the research, some reasons were attributed as purchasing criteria, such as:
37% of respondents who are not loyal to brands indicate that they only put the product in their cart if there is a good price offer;
21% of respondents connect brands with personal values;
88% of the group, the majority of those interviewed, agree that there are brands that connect better with consumers than other competitors;
43% cited the purpose between brands as a differentiator, with a focus on sustainability;
38% already support causes such as diversity and equality to create a relationship with a brand;
20% cite purpose;
18% support inclusion.
Other points of attention apply to issues such as:
Personalized shopping experience;
Customized products;
Brand values discourse;
Partnership with content creators;
Read also: 88% of consumers abandon their carts every day because of these obstacles
How can you build customer loyalty based on this?
First of all, it is important to evaluate your persona and what type of audience you serve or would like to serve.
Once you have mapped out this purpose, it’s time to understand what your customers and potential customers are looking for when they come into contact with your brand. In other words, how do they relate to your products? What are their main doubts, concerns, and expectations?
In general, having prior knowledge about your audience is the secret to success.
Brands like Zé Delivery, for example, understand that loyalty is achieved through benefits, such as exchanging points for tickets to Coldplay concerts. According to the organization's head of transformational marketing, Paula Guz, speaking to the G1 website, the action was basically to build a brand that was born with e-commerce, building the top of the funnel and adapting to the reverse movement.
However, other tips that can serve as inspiration for building loyalty are:
Create relevant and true connections with your people, ensuring brand initiatives and adopting the “talk less and act more” model, since 29% of those interviewed in the Think Consumer Goods survey indicate that they are attentive to values discourse;
Evolve your marketing operation so that it occurs smoothly;
Have a data ecosystem at every stage of the creative process. Be data-driven and optimize your executions;
Embrace AI (artificial intelligence) marketing, using this technology to make automated decisions based on data collection, for example;
Furthermore, pay close attention to market developments and different forms of innovation. Carry out benchmarking, exchange ideas with your sector and area of activity and get inspired through case studies.