It’s the best time to simplify processes and interactions between the brand and our customers.
4 min read
- It is clear to the average Mexican consumer that they will not have a typical year-end.
- It’s the best time to simplify processes and interactions between the brand and our customers.
By: Ivette Dickinson Galicia, Chief Strategy Officer (CSO) at Sparkling and R! DE
What we thought of the consumer today at the beginning of 2020 no longer makes sense. Life has become more unstable, with greater uncertainty, and consequently our needs and emotions have also changed. “The consumer is in the midst of the reconfiguration of habits,” says the first edition of the study Think with Google titled: Discover the new consumer: A new beginning in a new reality?by Pablo Pérez and Felipe Romero.
Though the analysis presented Google is based on Spanish reality and offers interesting aspects that can help brands understand consumer needs in every region including Mexico while the pandemic persists.
First of all, it is clear that life is different, for example when work and school are at home, the living space is reconfigured, so new furniture or technology may be required. The services and payment options must also be adapted. Hence it is important to provide agility in availability, contract and delivery. The answer has to be with more open models.
Nor can we deny that we are all cognitively and emotionally tired, although some more than others, and although we know that whoever resists wins, the feelings of strain and stress don’t go away just to know especially when we consider the end of uncertainty not closed.
Image: Edu Lauton via Unsplash
It is obvious to the average Mexican consumer that they will not have a typical year-end and the year-end plans in zoom connections or, at best, in small meetings and still limited mobility (before the warning of winter weather and the possible connection of COVID-19 and influenza ) it is clear that we need to stay calm and strengthen our emotional resistance.
What can brands do for consumers in this situation? First: maintain security in its products and customer service, too Agility and simplicity. It’s the best time to simplify processes and interactions between the brand and our customers.
Finally, when we know that our consumers want to enjoy moments and pleasant experience In the midst of so much fear and apprehension, a key question we need to ask ourselves is which products or services can become sources pleasureOr how can we associate our brands with positive emotions, pleasure or security?
Security, mobility, simplicity and joy, four things we need to consider when addressing consumers and users during this period of transition between realities that last until the end of the year and that usually offer opportunities to revitalize, enjoy and celebrate.