This is one of the effects of the digital revolution. Today, the consumer has a say: he is more demanding on his mode of consumption, but also pushes the brands to adopt new marketing strategies and sometimes new offers. So the question is: do you know what your prospects and customers are saying and your products and solutions?
Smart shopping: a new way of consumption
To buy smart is to buy responsible. Or buy local. Or, of course, buy used.
Gone are the days when the second-hand market was reserved for the less well off. Today, buying secondhand is to favor the use of a property on his property but also buy smart.
Some brands have been surfing the wave for a long time, and include used products in their offer: this is the case of Habitat Vintage or Fnac Reprise. These advertisers saw the opportunity for their brand image to be positioned in a positive logic of recycling and sustainable development.
The luxury and fashion industry also succumb to the trend. This is the historical signature of our client, Cresus, who sells exceptional watches and occasions. It is also that of Vestiaire Collective: Luxury sale depot, used fashion. This luxury second-hand site grew by 85% in 2015.
But the big winner of the opportunity is still the car market, which has quickly accelerated the digital revolution and its impact on consumer buying habits. And who goes further than the opportunity.
And in your sector, the opportunity: a possible source of transaction?
Uberisation or the digital consumer ideal
To buy directly from a producer or factory price, this is what mass retail sites such as autos24.be in Belgium offer today. To supply directly to the equipment manufacturers or their partners makes it possible to propose an attractive price, more just than in the traditional networks.
Beyond the craze for the occasion, the famous phenomenon of uberisation of economic models tends to reduce intermediaries. New consumers expect transparency about costs, margins and production locations. They want a price-quality ratio and no more price-quality.
The all-powerful digital consumer
They can make or break reputations. Today, consumer opinion management is an integral part of branding strategies. It is not for nothing that today’s community managers are closely involved in the marketing value chain.
With the digital, consumers are always more influential and encourage brands to constantly reinvent the link they maintain. This is how the marketing of affiliate has grown, which in recent years has pushed brands to pamper influencers.
What content for these uber consumers?
Since marketing has flirted with conversation, channels have become more social. Webzines , Facebook pages, Pinterest, … Up to true or false passionate and passionate blogs that test products and services or even monetize their platforms while providing their community with critical content on the latest trends in their field.
But the editorial proposal is not always up to the expectations of a public in search of experience, authenticity, real added value. It is not a question of “making them believe” the benefits of a new product, but of “showing them” to them.
Where these media could play on storytelling and offer experience content, we often find ourselves reading simple promotional articles. An example, in the field of the car always: this article on the new hybrid model Kia. The title promises storytelling “Geneva 2016: Kia Niro “. The purpose is a barely editorialized presentation of the model.
The customer experience is largely in the hands of consumers themselves, networks and digital influencers. But brands must quickly adapt and innovate to meet these new expectations. The content they offer must also provide experience.