{"id":33075,"date":"2022-07-05T18:04:57","date_gmt":"2022-07-05T16:04:57","guid":{"rendered":"https:\/\/multiplica.com\/?post_type=mx_articulos&p=33075"},"modified":"2024-09-11T19:35:55","modified_gmt":"2024-09-11T17:35:55","slug":"understanding-consumers-to-build-a-value-proposition-in-retail-cpg","status":"publish","type":"articles_post","link":"https:\/\/multiplica.com\/en\/articles\/understanding-consumers-to-build-a-value-proposition-in-retail-cpg\/","title":{"rendered":"Understanding consumers to build a value proposition in Retail and CPG"},"content":{"rendered":"

In this digital, mobile, and hyperconnected era, customers are increasingly sophisticated and demanding regarding products or services and the experiences associated with their interactions with the brand. In this context, companies must understand users and develop work methodologies that allow them to adapt to new demands. How do technology, data and methodologies merge to achieve this success?<\/span><\/p>\n

The Ipsos consultancy developed the notion of Consumer 5.0 some time ago. Unlike the previous era, Consumer 4.0, which prioritized personalization, sustainable brands, and human conversations, Consumer 5.0 is distinguished by other characteristics.\u00a0<\/span><\/p>\n

New consumers value benefits and experiences (that are augmented, multi-sensory and limitless)<\/b>; hyper personalized communication; the creation of their own shopping experiences, defined by the moment and the need; and that a brand accompany them anywhere at any time. Above all, the experience must be fast and convenient.\u00a0<\/span><\/p>\n

Another change that occurred between the 4.0 and 5.0 groups is that the former <\/span>used technology as an enabler<\/b>, whereas the latter <\/span>seeks to find delightful experiences.<\/b><\/p>\n

This new generation of customers and users value both the product they purchase itself, as well as the experience before, during and after obtaining it. They want to move with total autonomy and without friction between the different channels, whether in stores, on the app, the web, social networks, or an eCommerce site, searching for product information and making decisions when and where it is most convenient for them.\u00a0<\/span><\/p>\n

An interesting fact about this type of consumer is that, <\/span>according to a recent McKinsey report, clients who use different channels buy 1.t times more than those who use a single channel to make a purchase.\u00a0<\/b><\/p>\n

Companies like Levi\u2019s, L\u2019Oreal, and Adolfo Dominguez have successfully combined social networks, influencers, video, and chats, directing users to their eCommerce platforms to provide a new shopping experience. This method of buying and selling, known as <\/span>Social Live Shopping<\/b>, <\/span>can increase CTR by 60% and Engagement Rate by 50%.\u00a0<\/b><\/p>\n

In the years that I have worked in technology and business, I have witnessed significant advances in terms of innovation, which has accelerated significantly due to the growth of the Internet, advances in technology and Artificial Intelligence, and the massification of devices. And, since the ceiling has not been reached, there is still a long way to go.\u00a0<\/span><\/p>\n

Different fields, same challenges<\/b><\/h2>\n

What do a multinational supermarket corporation and a neighborhood sporting goods store have in common? What about a beverage bottler and a clothing line? At first glance, nothing appears to unite the two, but this is not the case.<\/span>\u00a0<\/span><\/p>\n

All these companies, regardless of their size or geography, are facing the same challenges these days:<\/span><\/p>\n