I spend my time studying ways to improve sales and then one day I happen to talk to a person.
Out of respect for privacy, I will not mention names or allusions. He's not just any person and he belongs to my society, that piece of the world that lives around my life. He talks to me about the future he sees, especially the trade of the future.
I had heard a lot and recently I had read several manifestos, to fuel some work projects, which talked about trends and what our lives as consumers and citizens will be like in the midst of so much technology. All the same, da Altimeter by Brian Solis a McKinsey, Gartner, Accenture.
“And in all this I no longer had my eyesight and the consumer in focus”
I had forgotten that it is the consumer who determines choices today, that there are few others of Apple and Coca&Cola, that products capable of creating new markets are affirmed less and less, that I wrote a long time ago that the consumer of the future will even create your own product by aggregating others ( Prophetic Marketing by Luca Guido Zambrelli ).. I needed someone to shake me, someone you don't expect it from and who reminds you that evolution is the future.
While he was talking to me about the trade of the future and how he saw the transformation of large-scale distribution in Italy and how for traders he dreams of evolution into cooperatives to create small "Rinascenti" in the cities - he spoke to me about consumer fatigue as a cyclical paradox and historical.
The consumer experiences the euphoria of the new and rides it with different times and ways but in fact participates in a process together with others until the novelty becomes everyday life and if there is nothing new he gets tired and stops buying until until the cycle restarts. And today this cycle does not seem to start again for neighborhood shops. While on the internet everything is fast and is in continuous transformation, as well as news. And tiredness feels less. Always my interlocutor - betraying his awareness - seems to show me the internet as a terrain destined to create tiredness.
If you read Brian Solis' article “The Inevitability of a Mobile-Only Customer Experience” on the inevitability that the commerce of the future is completely on Mobile, you will discover that we are talking about the desire of the consumer, i.e. the desire of the latter to have something in a single intimate and safe environment that allows him to interact between the virtual and the physical. Mobile only? goggles, watches, helmets…
“And we always go back there, it is the consumer who chooses today and his tiredness defines and marks the cycles of change”
The cycle of brand lovemarks is not finished but by increasing awareness of the purchase, the consumer will make increasingly personal choices. Emotion will continue to be an important lever. While it will be precisely the purchasing ecosystem in its transformation journey that will have to deal with consumer fatigue. This means simplifying and improving Customer Service, increasing dialogue with the customer, offering personalized and engaging services.
“The advice for the Business? evolve themselves and then their activities, increasing knowledge of their customers and dialogue, working on memorable services and purchasing experiences and not tiring repetitions"
