The world is changing rapidly, and so is consumer behaviour.
Despite challenging economic times, online retailers like Yoox Net-a-Porter Group (31% growth in 2015) and Vinomofo (100% growth in the past 12 months) are experiencing phenomenal growth thanks to their consumer-centric philosophy.
They know having an online presence is not enough.
Websites need to engage, invite interaction and be regularly updated. Social media channels and informative content are used to build and strengthen relationships with consumers.
They don’t expect the consumer to come back to their website, they go back to them. In the case of Vinomofo, they follow up online purchase with a phone call from their sommelier in order to learn their customers likes and dislikes so they can personalise recommendations.
Consumer-centricism is learning to think like your customers think. It is the ability to fully understand your customer’s behaviour and needs, how you can make a difference in their busy life, and how you can help and educate them about your product or service.
If customers believe in you and your brand values, they will choose you over the competition because ultimately you are selling the realization of a lifestyle, not just a product or service.
How to understand Consumer Centrism?
Some of the most effective ways to learn about your customers are:
AB testing – constantly
Below, is an example of an online purchase Consumer Centric wheel:
The diagram above maps the standard customer journey. It starts with the organic search of a particular product, followed by looking at online reviews and how other people rate it. The better the ratings, the higher the chance they’ll visit the website to purchase.
Once they land on the website, it is crucial to have a good user experience so they can purchase easily.
Delivery is another key point. We live in an age of immediate satisfaction, so it’s important to have a reasonable and flexible delivery to convince people to hit “Buy Now”
The delight should continue as they open the box. The way it’s wrapped, a thank you letter, helpful user guide or downloadable app all enhance the experience and help consumers get the most out of their purchase.
Get all these points right and the chance of the consumer positively sharing their purchase experience is high.
This is not the end of the purchase cycle however, just the beginning. The relationship with your customer needs to be nurtured with love and attention. Post-sale customer care is vital for gathering valuable feedback and continuing to improve the customer experience.