In this webinar, Flávia Pini, CEO of FX Data Inteligente, presents data on post-COVID consumer behavior. FX is a technology company that tracks and monitors consumer movement in physical stores. They use this behavioral data to understand what's actually happening at the POS, providing a snapshot of this new consumer profile.
Also participating in the event:
Santiago Edo, CEO of Harmo, is currently an Ambassador for the Acate Startups Program, Technology and Innovation Advisor for ABRASEL-SC, a speaker, and is considered one of the country's leading experts on social reputation.
Lucas Hansel, CPO of Harmo. According to CX Network, he is among the 30 most influential young people in customer experience worldwide. He specializes in experience metrics management, is an MBA professor, and is a UX designer certified by UXallience.
Check out the highlights and insights from our webinar below. Alternatively, you can watch the full broadcast at this link !
👉There are no longer barriers between online and offline. Customers are loyal to the BRAND, not the sales CHANNEL (they'll choose the one with the best price and the fastest delivery time);
👉New customer journey: it's necessary to capture data and make decisions based on it. Retailers today have a wealth of data and need to ask the right questions to use it strategically.
👉Today, consumers no longer NEED to go to the store, they need to WANT to go to the store, so offering a good experience is ESSENTIAL;
👉What is the consumer's digital transformation agenda?
- Exponential mobility (digital transformation has gained momentum with mobility, so it is necessary to prioritize applications on mobile platforms, improving productivity and process automation)
- Digital payments (contactless payments, cashback, company-owned currencies ➝ making life easier for the customer)
- Cross border (this is when the package arrives at my door, directly from another country, door-to-door model)
- Obsession with data (seeking to understand the consumer and make accurate and precise decisions)
- Ecosystems (integrations so the customer can do everything in one place, far beyond the marketplace)
- New role for the store (today, FX installs sensors in physical stores and can monitor consumer behavior – previously, customers had to go to the store to buy. Today, they want to go to the store to buy, because if they don't want to, they can buy quickly and easily through e-commerce);
👉 Physical stores have become a strategic delivery point (they increase delivery speed, as people are increasingly immediatist) ➝ Experience must be frictionless, offer convenience, intelligence, and elevate the experience.
👉The store is very important for supply and logistics. The easier and more convenient I am, the better for my customers.
👉 Effort is the greatest indicator of disloyalty . Nowadays, if a business increases my attrition and reduces my loyalty indicator, I won't go to it.
👉The company must have conversion rates. How many customers came in and how many purchased? The company must act based on data intelligence to generate seamless solutions.
👉 We need to deconstruct the way we analyze data. Indicators can't just be averages. Retailers need to understand that they have different communities within their business and must know how to deal with each of them. It's essential to have empathy and KNOW your audience.
👉 IPV: Retail Performance Index. It shows how physical retail declined and e-commerce increased. During the pandemic, foot traffic in physical stores dropped significantly, especially in April, but began to recover in July. The drop in foot traffic ➝ the number of feedbacks drops.
👉 In shopping malls, people tend to feel more protected than on the street, as protocols are strictly followed. Shopping malls are not only a shopping center, but also a leisure center, and people are seeking that out these days.
👉 Biggest changes in Brazilian consumers during the pandemic:
- The consumer became “spoiled” because he saw that things could be simpler than he imagined ➝ CONVENIENCE.
- At the same time, we miss it and, more than ever, we begin to value going to a physical place.
- In short: consumers have become spoiled, nostalgic, and demanding. Retailers, however, can't afford to miss out on opportunities, so they need to be convenient, responsive (price, delivery time, and friction), and, most importantly, offer a top-notch experience.
These were the key insights from our webinar. Did you enjoy it? You can watch the full broadcast by clicking the image below.
Watch the full webinar 😀
