Consumers 2018: Focus on nine relevant trends
Today's consumers are extremely self-confident and know their status - they have correspondingly high expectations of retailers: they want to be valued, addressed correctly and have their sensitivities taken seriously. Convenient shopping should not only be fun, but also ensure that the goods have not been produced under inhumane conditions or conditions that are harmful to health and the environment. And they have numerous sources at their disposal, which they can access anytime and anywhere. It is precisely this variety, flexibility and customizability that customers now expect at the point of sale - regardless of which channel they prefer.Retail in transition: digitalization is shifting the balance of powerHow clear and well-organized the world used to be for retailers: They determined the opening hours as well as the product range, the conditions and the displays in the shop window - the customer had to take what they were presented with. If they wanted to compare with competitors' offers, they could only rely on newspapers and advertising brochures, the publication of which caused a regular rush, as did the seasonal sales and clearance sales. The new information technologies have long since caused an irreversible shift in power positions: today's consumers can find information on relevant portals with just a few clicks, compare prices and services and, if necessary, have their purchases conveniently delivered to their homes.
Brick-and-mortar retailers are confronted with a completely new generation of customers, but this has less to do with age and more to do with technological developments: The smartphone has become a natural companion - and one that transcends age groups.In order to understand and optimally serve the modern customer, retailers should address the nine relevant consumer trends:1. convenience: efficiency as a declared aspirationThey decide when to buy, where and through which channels - today's customers have taken the initiative and set the rules. Above all, they don't want to go through cumbersome purchasing processes, wait a long time for the goods they want or for a service employee to call them back: they want nothing less than everything - and they want it now.2. value: price awareness through informationRetailers must assume that customers are already well informed when they arrive at the point of sale - especially when it comes to price. The often full-bodied promises to guarantee an optimal price-performance ratio must then be followed by action: Higher prices in relation to the competition must therefore be justified with real added value. If retailers cannot guarantee this, they will be penalized directly.3. quality: fun shopping desiredShopping should once again be an experience - for all the senses: customers want to feel comfortable, interact at the right touchpoints and thus have a positive experience when making a purchase. Brick-and-mortar retailers have all the advantages here, as online sales can naturally only appeal to the senses of sight and hearing. Nevertheless, many online providers have been able to assert themselves so far. In future, however, the shopping experience will be one of the decisive criteria for success.4th Responsibility: Sustainable production assumedBuilding trust takes time and, above all, honesty: customers expect companies to make clear and, above all, comprehensible statements about where, how and under what circumstances they produce. If inconsistencies or lies come to light here, they not only spread rapidly in the networks, but can also damage a company or brand image in no time at all.5. health: serving health awarenessHealth is priceless - and has long since become a trend in its own right. Consumers want to buy products that are good for their health and make it easy for them to live healthily. Here, too, the information on offer plays a decisive role; empty promises are no longer enough.6. transparency: clearly document origin and useThis applies above all to the materials and ingredients used: These should not only be listed completely and comprehensibly, but also clearly identified in terms of origin. If companies remain vague here or do not provide any information on the origin of the products, this could quickly become a knock-out criterion in the purchasing decision.7. networking: social networks as communication platformsModern consumers use social media to exchange information and experiences - manufacturers and retailers should also be present here: Neither manufacturers nor retailers should ignore this opportunity to get to know their own target group, their needs and requirements. This is an opportunity for interaction, from which important insights can be gained for your own product range.8 Authenticity: Back to the originsComplex corporate structures remain anonymous to the outside world - and increasingly put consumers off: they want to identify themselves, understand the philosophy of a company and experience authenticity. The clearer the message and the more personal the appearance of the relevant personalities, the better brand loyalty can develop.9. individualization: the customer wants to be kingToday, they have the power to demand this: Consumers not only expect personalized products and services, but also purchasing processes that are individually tailored to their needs and sensitivities - including relevant and target group-oriented communication.What was once a mere buzzword has become a daily reality for retailers: Today's customer is claiming nothing less than the throne that was previously only promised to him. Now, however, they have all the means at their disposal to exercise their power. Not only do they demand the permanent availability of relevant information, services and extensive product ranges, they also want to be addressed correctly in person and accepted in their individuality. If they discover inconsistencies that contradict the principle of sustainability, harm the environment and therefore health, or run counter to the price promise, they consistently punish the provider.This new generation of customers is not limited to a specific age group, as was initially assumed. Rather, it is technological achievements that put consumers in the comfortable position of being able to dictate their demands to retailers. Understanding these trends not as problems but as opportunities and using them to improve one's own offering requires a complete rethink and, above all, courage. On the other hand, the new technologies provide intelligent tools to make the customer journey more comprehensible and to build a suitable marketing strategy on this basis.* Marco Englert is a manager, consultant and coach and focuses on management innovations for the sustainable management of increasing dynaxity and digital transformation. As Chief Marketing Officer (CMO) and Executive Director - Strategy & Digital Transformation, he is responsible for the modeling and implementation of management strategies at Motodox GmbH. He has excellent research and leadership know-how and is a certified specialist in brand communication, online marketing manager, digital sales manager and employer brand manager (Quadriga University).** Prof. Dr. Anabel Ternès is an entrepreneur, social entrepreneur and keynote speaker. She is co-founder and CEO of HealthMedo GmbH and CoCarrier GmbH, Professor and Managing Director of the Institute for Sustainable Management (IISM). Her main topics are digitalization, strategic marketing, consumer behaviour, sustainable lifestyle and health. Anabel Ternès is a volunteer for digital competence and future orientation with her non-profit organization Get Your Wings GmbH.
Brick-and-mortar retailers are confronted with a completely new generation of customers, but this has less to do with age and more to do with technological developments: The smartphone has become a natural companion - and one that transcends age groups.In order to understand and optimally serve the modern customer, retailers should address the nine relevant consumer trends:1. convenience: efficiency as a declared aspirationThey decide when to buy, where and through which channels - today's customers have taken the initiative and set the rules. Above all, they don't want to go through cumbersome purchasing processes, wait a long time for the goods they want or for a service employee to call them back: they want nothing less than everything - and they want it now.2. value: price awareness through informationRetailers must assume that customers are already well informed when they arrive at the point of sale - especially when it comes to price. The often full-bodied promises to guarantee an optimal price-performance ratio must then be followed by action: Higher prices in relation to the competition must therefore be justified with real added value. If retailers cannot guarantee this, they will be penalized directly.3. quality: fun shopping desiredShopping should once again be an experience - for all the senses: customers want to feel comfortable, interact at the right touchpoints and thus have a positive experience when making a purchase. Brick-and-mortar retailers have all the advantages here, as online sales can naturally only appeal to the senses of sight and hearing. Nevertheless, many online providers have been able to assert themselves so far. In future, however, the shopping experience will be one of the decisive criteria for success.4th Responsibility: Sustainable production assumedBuilding trust takes time and, above all, honesty: customers expect companies to make clear and, above all, comprehensible statements about where, how and under what circumstances they produce. If inconsistencies or lies come to light here, they not only spread rapidly in the networks, but can also damage a company or brand image in no time at all.5. health: serving health awarenessHealth is priceless - and has long since become a trend in its own right. Consumers want to buy products that are good for their health and make it easy for them to live healthily. Here, too, the information on offer plays a decisive role; empty promises are no longer enough.6. transparency: clearly document origin and useThis applies above all to the materials and ingredients used: These should not only be listed completely and comprehensibly, but also clearly identified in terms of origin. If companies remain vague here or do not provide any information on the origin of the products, this could quickly become a knock-out criterion in the purchasing decision.7. networking: social networks as communication platformsModern consumers use social media to exchange information and experiences - manufacturers and retailers should also be present here: Neither manufacturers nor retailers should ignore this opportunity to get to know their own target group, their needs and requirements. This is an opportunity for interaction, from which important insights can be gained for your own product range.8 Authenticity: Back to the originsComplex corporate structures remain anonymous to the outside world - and increasingly put consumers off: they want to identify themselves, understand the philosophy of a company and experience authenticity. The clearer the message and the more personal the appearance of the relevant personalities, the better brand loyalty can develop.9. individualization: the customer wants to be kingToday, they have the power to demand this: Consumers not only expect personalized products and services, but also purchasing processes that are individually tailored to their needs and sensitivities - including relevant and target group-oriented communication.What was once a mere buzzword has become a daily reality for retailers: Today's customer is claiming nothing less than the throne that was previously only promised to him. Now, however, they have all the means at their disposal to exercise their power. Not only do they demand the permanent availability of relevant information, services and extensive product ranges, they also want to be addressed correctly in person and accepted in their individuality. If they discover inconsistencies that contradict the principle of sustainability, harm the environment and therefore health, or run counter to the price promise, they consistently punish the provider.This new generation of customers is not limited to a specific age group, as was initially assumed. Rather, it is technological achievements that put consumers in the comfortable position of being able to dictate their demands to retailers. Understanding these trends not as problems but as opportunities and using them to improve one's own offering requires a complete rethink and, above all, courage. On the other hand, the new technologies provide intelligent tools to make the customer journey more comprehensible and to build a suitable marketing strategy on this basis.* Marco Englert is a manager, consultant and coach and focuses on management innovations for the sustainable management of increasing dynaxity and digital transformation. As Chief Marketing Officer (CMO) and Executive Director - Strategy & Digital Transformation, he is responsible for the modeling and implementation of management strategies at Motodox GmbH. He has excellent research and leadership know-how and is a certified specialist in brand communication, online marketing manager, digital sales manager and employer brand manager (Quadriga University).** Prof. Dr. Anabel Ternès is an entrepreneur, social entrepreneur and keynote speaker. She is co-founder and CEO of HealthMedo GmbH and CoCarrier GmbH, Professor and Managing Director of the Institute for Sustainable Management (IISM). Her main topics are digitalization, strategic marketing, consumer behaviour, sustainable lifestyle and health. Anabel Ternès is a volunteer for digital competence and future orientation with her non-profit organization Get Your Wings GmbH.
