From new sales techniques to the ever-evolving expectations of customers, a lot has changed in the last year. According to Accenture, one of the major changes was the birth of a new type of customer – the reimagined customer.
As always with a different type of customer comes new and different kinds of expectations from the businesses they buy from.
Read more below about how to understand the reimagined customer, and find ways to cater to the values that matter most to them.
WHAT ELSE IS IN STORE THIS WEEK?
- How inflation is changing consumer expectations.
- Understanding new techniques for selling to the reimagined customer.
- Marketing with consumer trust in mind.
- Get our upcoming research reports.
FOOT TRAFFIC INDEX
Here’s a look at last week’s foot traffic compared to the same time last year.
DC FEATURE OF THE WEEK
This is where each week we highlight a feature within Doorcounts. This week’s feature is:
Do you ever remember a comment you wrote about a customer but can’t remember which customer it was?
The Comments report lets you view all comments from no-sales, potential sales, sales, and excluded photos.
Now you will never lose a comment made that could lead you to your next big sale.
FOOT TRAFFIC TRENDS
Industry insights so you can convert your foot traffic into more sales.
The reimagined customer
A recent survey by Accenture dug deep into the ways the pandemic changed consumer behavior.
The survey discovered a new type of customer that emerged from the pandemic –the reimagined customer.
Reimagined customers make up 50% of the 25,000 people surveyed. These customers say the pandemic changed their purpose and made them reevaluate what is important to them.
This is great to hear, but how do you sell to this new type of customer?
72% of the reimagined customer expect companies they buy from to address how their wants and needs have changed during these times. On top of that, 50% find themselves disappointed with the way companies are currently addressing their situation.
In comparison to the traditional customers, reimagined customers value good service, trust, and reputation more than price and quality.
Inflation and the effect on consumer expectations
Not only has the pandemic caused a change in consumer expectations, but other variables such as inflation play a major role in the times to come.
Even if customer finances are up, the fear of rising inflation is bringing buying confidence down. A combination of a shortage of supplies, increased demand, and the Federal Reserve’s main inflation measure rising by the most in 29 years results in shoppers pumping the brakes on their shopping.
Similar to the reimagined customer, the key to managing expectations is to be understanding of the customer’s situation. Addressing and understanding that many customers will be unhappy with a variety of factors such as price and delays.
Marketing with consumer trust
A recent study found that among consumers today, 70 percent say trusting a brand is more important today than in the past. Consumers are becoming more driven by common values rather than price or convenience.
Amount the same group surveyed, 53 percent agree that trust is the second most valuable factor behind price. People would choose to buy from someone they have a relationship with instead of a random marketplace online.
Any easy way to build trust without direct marketing is by the way your company responds to certain situations and issues. The way a company holds itself in trying times can go a long way for customers.
Although it’s easier said than done to shift your marketing from new features or deals to marketing around building trust with your customers, sales become simple once the relationship with your customers has been formed.
Get our upcoming research report:
Building a high-performance sales team
There is data that clearly points to better sales results. The question is, can you see it from anywhere, on any device? Either way, our upcoming research report will give you the insights you need to win.
Here are some of the top questions we answer for YOU!
If you have Doorcounts, chances are you probably know the answers to these questions. The sales game is more competitive than ever. But, there are always ways to dominate when you have the right data and know how to use it.
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