In this webinar, Flávia Pini, CEO of FX Data Inteligente, presents data on post-COVID consumer behavior. FX is a technology company that works with tracking and monitoring consumer movement in physical stores. They use this behavioral data to understand what actually happens at the point of sale, obtaining a snapshot of this new consumer profile.
Also participating in the event were:
Santiago Edo, CEO of Harmo. Currently an Ambassador for the Acate Startups Program, Technology and Innovation Advisor for ABRASEL-SC, speaker, and considered one of the leading experts on social reputation in the country.
Lucas Hansel, CPO of Harmo. According to CX Network, he is among the 30 most influential young people in customer experience in the world. Specialist in experience metrics management, MBA professor, UX designer certified by UXallience.
Check out the highlights and insights from our webinar below. If you prefer, you can access the full broadcast at this link !
👉There is no longer a barrier between online and offline. The customer is loyal to the BRAND and not to the sales CHANNEL (they will choose the one that offers the best price and the shortest delivery time);
👉New customer journey: it's necessary to capture data and make decisions based on it. Today, retailers have a lot of data and need to ask the right questions to use that data strategically;
👉Today, consumers no longer NEED to go to the store, they WANT to go to the store, so offering a good experience is FUNDAMENTAL;
👉What is the consumer's digital transformation agenda?
- Exponential mobility (digital transformation has gained momentum with mobility, therefore it is necessary to prioritize applications on mobile platforms, improving productivity and automating processes)
- Digital payments (contactless payment, cashback, company-issued currency ➝ 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 that allow the customer to do everything in one place, far beyond the marketplace)
- The new role of the store (today FX places sensors in physical stores and can monitor consumer behavior – before, the customer needed 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 easily and quickly through e-commerce);
👉 Physical stores have become a strategic delivery point (they increase delivery speed, as people are increasingly impatient) ➝ The experience should be frictionless, offering convenience, intelligence, and elevating the experience.
👉The store is very important in terms of supply and logistics. The easier and more convenient I am, the better for my customer.
👉 Effort is the biggest indicator of disloyalty there is. Nowadays, if a particular business increases my friction and reduces my loyalty indicator, I won't go there.
👉The company needs to track conversion rates. How many customers came in and how many made a purchase? The company should 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 diverse communities within their business and must know how to deal with each one. It's necessary to have empathy and KNOW the audience.
👉 IPV: Retail Performance Index. It's possible to see how physical retail decreased and e-commerce increased. During the pandemic, the flow of people in physical stores dropped significantly, especially in April, and began to recover in July. Decreased foot traffic ➝ decreased number of feedbacks.
👉 In shopping malls, people tend to feel safer than on the street, as protocols are being strictly followed. Besides being a shopping center, a mall is also a leisure center, and that's what people are looking for these days.
👉 Biggest changes in the Brazilian consumer during the pandemic:
- The consumer became "spoiled" because they saw that things could be simpler than they imagined ➝ CONVENIENCE.
- At the same time, we feel nostalgic and, more than ever, we come to value going to a physical place.
- In short: consumers have become spoiled, nostalgic, and demanding. Retailers, on the other hand, can't afford to miss these opportunities, so they need to be convenient, appropriate (price, delivery time, and friction), and most importantly, offer a HIGH-level experience.
These were the main insights from our webinar. Did you enjoy it? You can watch the full broadcast by clicking on the image below.
Watch the full webinar 😀
