22 de April de 2019
Gustavo Rojas gave a new webinar as part of the Focused Program created for the EAE Alumni Community, striving to answer the following question: "What is the new consumer profile?". The lecturer and consultant focused on understanding the consumer in a general context by approaching them from an experiential perspective, based on which value can be generated in terms of the business strategy.
Consumers nowadays are better informed, more demanding and more influenced. Therefore, brands cannot simply rely on quantitative data based on segmentation, because consumers have to be understood in a broader sense. The customer experience expert explained that we have to look at shoppers from the perspective of their motivations because societies are changing, and campaigns are too limited from one advertising initiative to another. "We have to analyse the consumer journey (in terms of their expectations) at every stage", he clarified.
The lecturer emphasized the importance of personalizing and understanding each consumer on an individual and changing basis in order to generate relationships based on loyalty "Creating lots of lessons in relation to the consumer's life that they can record and establish our brand's position as the first choice the next time they go shopping".
In Rojas's opinion, it is not enough simply to understand the consumers' behaviour to adapt the discourse. You have to go a step further and study their emotional states so that you can empathize with the consumer. Moreover, he discussed the segmentation of experiences with archetypes of people with common value systems and experiential criteria. "The consumer profile has transformed and we have to focus far more on analysing their journey and undertaking an experiential segmentation, because the traditional predictive models can make us lose perspective" explained the neuromarketing expert. With this in-depth analysis based on experiential segmentation, brands can generate value propositions for products or services that are much closer to the consumers' reality. "Identifying who we have in front of us enables us to improve empathy and trust", explained Rojas.
Gustavo Rojas established a close relationship to people in order to discover new consumers from the inside, based on which we can build functional and consistent outsides. By doing so, we can develop a full experience. In short, we have to generate more personal communication to be able to satisfy the new consumer profile.
To find many of the responses to consumer behaviour, we need look no further than their animal nature, their temperament. Other responses are more related to the influence of their environment on their life story. Gustavo Rojas analysed the formula of the new consumer profile which is a combination of learning, attitude, context and the accumulation of different processes in their journey, which is a long way from the traditional approach to segmentation. To achieve this, we have to use different sources of information to get to know our consumers through technology and understand their state of mind at different stages of the process. With all this information, we can create a specific product for a living profile that we can nourish with techniques such as neuromarketing, remarketing and big data. As a result, explained Rojas, we will manage to be constantly present in pour customer's life because they will perceive us as a brand that really understands them (such as neighbourhood businesses).
The marketing consultant added that the archetypes are already alive. They have similar needs and share value systems, with coinciding experience factors. Within this context, it is important to develop more personal contents for the person in front of you, as well as striving to generate more empathic shopping relations.