20200421 benvinguda materclass 1v04€¦ · microsoft powerpoint - 20200421_benvinguda materclass...
TRANSCRIPT
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El nou consumidor en l'era post Covid-19
Pau Virgili
4 de juny de 2020
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Crisis?
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CARGO CULT
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Digital transformation: the new costumer
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Post Covid world
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Lower income hits a majority
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Consumers are pessimistic
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Consumer expect long lasting effects
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Spain's Economy is based on some of the most impacted sectors
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WW and Spanish consumers are transitioning to online massively
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WW and Spanish consumers shopping online and switching retailers
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Short term
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Mid Term
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1. Super informed and empowered consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0Key digital trends acceleration:
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Online reviews Son la segunda fuente más fiable de información para el 70% de los consumidores
Nielsen study 28.000 internet users
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S
Do online consumer reviews affect restaurant demand? An investigation of Yelp.comand restaurant data from the Washington State Department of Revenue
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Contextual information
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Clients have completed
of their purchase process when they contact the seller
US data B2B study Google
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Consumers today..
• Can access full information
• Choose conversations with brands
• Can lead conversations at scale
In summary they are active partners
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1. Super informed and empowered consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0Key digital trends acceleration:
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An angry man walked into a store…
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Target’s analysis takes customer data from MANY interaction points, both physical and online and relates them back to the GUEST ID
• Online browsing• Online Cookie• Email click-thru• Mobile• Registries• Coupon redemption• Store purchase• Demos
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Estimates that it has made $1B by being able to predict who is pregnant…
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1. Super informed and empowered consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0Key digital trends acceleration:
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Customer Journey
Illustration by: David C. Edelman and Marc Singer
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Image credits & Source: Google & Ipsos Holiday Shopping Intentions Study
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PDV DIGITAL
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Comunidad liderada por la personificación de la marca con la propia Rebecca Minkoff
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Inmediatez y virtualización de procesos
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Gamificación
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Contenidos expertos
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Data analitics y geomarketing
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1. Super informed and empowered consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0Key digital trends acceleration:
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Consumer energy
Product co-creation
Content creation
Message amplification
Insights on needs-journey
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We have members, not customers
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Super Recruiter generates more sales than our Display activity at x10 lower cost
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influencecontrol
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Pau Virgili
Thank you
linkedin.com/in/pauvirgili