Moments of consumption, not consumer segments

Mark Cichon focuses on key strategies that can affect the category of occasional shoppers. In particular, we will look at the evidence and examples that encourage marketers and agencies to focus on creating products and services that address key moments of consumption - and therefore reach a wide range of users.

News 6 years ago Unknown author

In the next chapter, Mark Cichon focuses on key strategies that can affect the category of occasional shoppers. In particular, we will look at the evidence and examples that encourage marketers and agencies to focus on creating products and services that address key moments of consumption - and therefore reach a wide range of users.

The priority is to ensure that the brand is easy to buy. Yes, it's that simple.
Be available at all possible purchase opportunities.
Stop designing a product for a specific customer. Start designing for the entire shopper category.
Food for vegetarians or food for vegetarian occasion?
It is more effective to focus on portfolio strategy rather than segmentation.
What is the key obstacle to consumption? This is one of the best questions you can ask yourself.
Why, when, where, with what, with whom.
Communicate the status first, then think about your target audience.

It's time to get into it

We have three chapters from the current series. These have primarily shown through clear evidence and data how consumers behave and how brands grow in the real world, based on the knowledge that mainly came from Byron Sharp , Les Binet and other experts.

We found that the most effective way to grow is not to focus on gaining more customer loyalty, tight targeting and segmentation. In fact, it is far more important to recruit many "occasional shoppers", those who shop at least once or twice a year. In other words, going more broadly than focusing on a narrow group.

Specifically, last week we looked closely at the buying behavior of these occasional shoppers and realized that in fact these customers do not show too much loyalty because, like all people, they like diversity and therefore decide to buy and consume a certain repertoire of brands, needs, opportunities, moods.

In addition, most of them have very little interest in brands for good reasons. Most of them are too busy with their lives and dealing with other people. This is simply our nature, we create relationships with other people, not with brands or products.

Read the full article on Médiář.