The growing number of digitally-savvy, connected consumers is changing the shape of the retail landscape, with price comparisons to store locators and voucher referrals all having a major impact on buying behaviour.
The growth of the connected consumer has exciting potential for the consumer goods industry, particularly in terms of consumer insight, retention and the opportunity to increase sales.
According to the Retail Net Group, purchasing that is influenced by or made through online devices will make up a massive 86 per cent of consumer spending by 2020. The millions of digital interactions that connected consumers make have the potential to be leveraged for strategic marketing, generating information that is more detailed and accurate than has ever previously been possible.
In some cases, this can encourage brand engagement and help drive repeat sales. Once the customer has actively opted into a connection with the brand, the relationship can be continued on an on-going basis through the use of location-based SMS that enables relevant personalised adverts or promotional offers to be delivered to consumers based on their individual preferences.
Consumer insight trends can also be effectively generated and used to target specific demographic groups, reaching new audiences through, for instance, strategically-placed outdoor advertising with the location determined according to precise statistical information.
Using aggregated, anonymised data based on analytics such as footfall and outdoor media tracking, retailers and CPGs also have the opportunity to make more strategic business decisions. Unlike traditional methods of gathering information, mobility solutions collect data over longer periods and are not influenced by seasonal variations. As a result, the real-time information obtained is more accurate and can help to create a clearer and more detailed picture of buyer behaviour.
In this new world of connected consumerism, strategic marketing and business decisions can be more targeted than ever before because they can now be based accurate demographics and customer insight. Accurate, detailed and evolved consumer insight based on real-life, real-time behaviour is likely to be the essential enabling capability for improving brand engagement, refining products and services, attracting new customers and, crucially, accelerating competitive performance.
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