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Trends that will mark consumer behavior this year

The trend of investing in new technologies to understand, attract and retain the consumer has gained great importance in recent years. Thus, there are more and more companies that have integrated within their customer services new tools that have represented a new way of communicating, and the pandemic has only accelerated this digitization process.

When we were forced to stay at home with our mobile and computer in hand, buying everything online and spending at least 80% of our day on instant messaging channels, a new way of offering a new customer service experience emerged: The era of c-commerce begins.

In this sense, the startup GUS analyzes the keys that will mark consumption in a post-pandemic reality:

  • Personalized shopping experiences: Today, AI tools and web cookies make it possible to personalize the shopping experience, giving consumers the products they want to buy or the services they want to experience, at the time they want it, and through their channels and services. preferred platforms. According to a Mckinsey study, personalization manages to increase the level of sales between 5% and 15%. If your business has not adopted this strategy yet, you can use outstaffing services to find a relevant specialist. This will help you significantly reduce costs and still power up your client service.
  • Commerce through social networks: Currently, almost 27 million Spaniards use social networks, which represents an incredible opportunity for companies that have a presence on platforms such as Instagram, Facebook and WhatsApp, and that link their business to an e-commerce platform. According to the recent study “Social Networks in Spain 2021”, prepared by Elogia, an agency specialized in digital commerce, the preference of Spaniards in social networks is the retail sector: sports 36%, food and beauty 30% each, home 28 % and textile 25%. In addition, 48% of Spaniards say that those brands that have a presence on social networks inspire greater confidence.
  • Preference for card payment: Since 2014, the payment in cash was already beginning to decrease considerably. Even the Bank of Spain reported that only 35.9% of citizens used cash as their usual form of payment, while the remaining 54.1% opted for card payment. In the last year, card payments increased by 29%.
  • Be where the customers are. Through a study, GUS, certified as a WhatsApp Business Provider, showed that 75% of people want to talk to brands in the same way they do with friends and family. And it is that the use of messaging platforms such as WhatsApp to order products or services is becoming increasingly important. People no longer want to download apps anymore, but rather send a WhatsApp and have a full shopping experience without leaving the app.

In a world where brands only exist if they have a digital presence, and where in the future, they will compete to offer a best customer experienceit will be interesting to see to what extent they will be able to personalize their experience and differentiate themselves to attract and retain more customers.

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