Your company is already prepared to comply with the client 4.0? No? Well, know that the market is now entering the next level: consumer 5.0. Digital transformation has accelerated the evolution of consumption profiles in recent years. Therefore, the way brands relate to their audience has changed.
Adjustments to the marketing and customer service must be done for the business to remain competitive. If your business isn't ready to serve these groups yet, don't worry, we'll help you. In this article we tell you which strategies to put into practice and much more!
What characterizes the 5.0 consumer?
Consumer 5.0 presents itself as an evolution of other consumption profiles that precede it. They are digital natives, they are connected 24 hours a day and have a dependent relationship with their smartphones, which reinforces the use of technological innovations to purchase and interact. However, they want humanized interactions in the digital environment.
Therefore, experience with the brand is essential to your decision-making. More than a quality product or a fair price, they look for personalization and differentiation in every contact.
Another feature related to technology is the influence of information available on the Internet on your choices. In this sense, one of the aspects that stood out among the factors valued by the 5.0 consumer is the company's position on social and environmental causes.
Why is it important to pay attention to this profile?
For businesses that want to be successful in the digital environment, understanding the customer's evolution towards consumer 5.0, a profile that covers a growing number of people, is the most important way to adapt service processes, guarantee this audience's preference and increase their sales.
What strategies should you adopt to serve you?
If the importance of companies changing their marketing and service to attract the 5.0 consumer is clear, the next step is to adopt new strategies to develop a relationship with this profile. See what are the main ideas to carry out in your business!
Adjust marketing strategies
The first aspect to consider in adapting marketing to consumer 5.0 is the communication channels. As intense Internet users, the virtual environment stands out, which demands a digital presence of the brand.
Regarding the language to be used to communicate appropriately, a few points stand out:
- personalization through the use of data tools to engage them individually;
- identify needs by profile, look for their emotional side and apply sensory techniques in order to create a differentiated experience;
- positioning, through a unique identity and socio-environmental responsibility, to transform the customer into an ambassador;
- ability to make quick changes and in line with what is being said about the company, which allows us to monitor and respond to the market in a dynamic and agile way.
Offer a differentiated experience
Experience is becoming increasingly important to the purchase decision. Furthermore, the image the company portrays at that moment remains forever associated with the brand in that customer's mind and can be spread by them, influencing other people in their purchasing journeys.
So being close to the public through the various contact channels and getting to know more about them - values, desires, needs, limitations - by means of data analysis tools are ways to develop a relationship, personal interactions and create unique moments.
Adopt a clear positioning
This consumption profile does not tolerate half-truths or inconsistency in positioning. For them to be able to identify with the company, as well as to feel safe and comfortable buying from them, clarity is needed.
From brand identity to the rules applied to sales channels, all information must be expressed in easy-to-understand language. Another important aspect is the application of personal and simple communication to contacts, so that the customer can go directly to what they want to know.
Invest in sustainability
As a topic of great importance to this group, environmental causes are valued by them when consuming. More than supporting these ideals, in order to please them, it is necessary to put them into practice sustainable action in your business. With this, the company will be able to associate this concept with its image, making it very attractive by going beyond speech.
Count on the help of technology
A technology is at the center of the life of the 5.0 consumer. Therefore, she is the greatest ally in developing a relationship with him and creating marketing strategies that attract him. To do this, from common options - website, e-commerce, sales application and social networks - to advanced options - such as Artificial intelligence in chatbots, virtual assistants and URAs - can be applied.
This audience sees IT solutions as ways to overcome common day-to-day problems such as slow service, bureaucracy and waiting times. With these innovations, both he and the company can gain benefits such as:
- increased productivity and team service capacity by digitizing operations;
- cost reduction due to process automation;
- ease of purchase, interaction and resolution of problems with the implementation of service omnichannel, automating responses and using intelligent tools;
- personalization of contacts using data;
- expanding the customer base and coverage by diversifying sales channels.
What to expect from the 5.0 consumer?
Consumer 5.0 is very demanding regarding issues such as practicality, communication or coherence between speech and action. He does not accept injustices, because he is prepared to deal with them. It requires companies more agility, transparency and attention to what he says, to clarify doubts and overcome objections.
Businesses that work directly with end customers cannot wait to adapt and serve the 5.0 consumer as this consumption profile expands. To achieve this, a change in the way of interaction must take place, with technology acting as a bridge in this process.