What is the key to building good relationships with consumers in the New Normal era?

It’s been a year since we started living in the coronavirus, and consumers are shifting to new lifestyles and consumer behaviors in order to adapt to the new normal. Following the lockdown introduced around the world and the state of emergency issued twice in Japan, individual changes in the sense of security for face-to-face activities have occurred, and consumers have changed their daily habits and daily habits. I started to look at other options to keep getting my daily necessities. Now that a new era of “consumers seeking convenience” has arrived, consumers appreciate brands that are accessible from where they are and that fit their requirements and schedules. In 2020, a grocery store that utilizes delivery services, a home gym that uses apps and videos from a sports gym, a distribution service that replaces theaters, and a curbside that strengthens EC (electronic commerce) to meet omni-channel consumers. Pick-up (a service that receives products ordered online at the parking lot of a physical store) has emerged. In Japan, the use of online shopping has increased sharply as retailers and restaurants have decided to open shorter hours or refrain from doing business in response to the declaration of emergency. According to the Ministry of Internal Affairs and Communications’ Household Consumption Survey, the number of households using online shopping reached 50.9% in October 2020, an increase of 8.8 points from the same month of the previous year. In Corona, the number of video views related to self-cutting (home haircut) and cooking is increasing, and such behavior change of consumers will change the industry in the future. Marketers need to focus on balancing home and face-to-face presence as they build good relationships with consumers and connect with them in all environments during the New Normal era. I will introduce the point. Delivering value at every point of contact Today’s marketers need to be able to reach consumers at any touchpoint in their shopping journey, but more than that, they need to provide some value at every point of contact. One way to do this is to leverage both in-store and online data to provide a personalized, seamless shopping experience across all consumer-engaging channels (email, social media, in-store, etc.). Can be mentioned. By creating a consistent experience tailored to each and every shopper, an ambitious company can access wherever they are and easily get the products they need, regardless of the consumer’s shopping environment. Can show posture. Emphasize your options In 2020, the surge in e-commerce created supply chain problems that led to out-of-stock and late delivery. Consumers, on the other hand, abandoned their loyalty to the brand and switched to another brand that was readily available. Since loyalty doesn’t know who will win, marketers should tell them how to access their brand from where they are and help meet demand. Whether it’s online purchases, in-store pick-up, or rush delivery at discounted rates, consumers are interested in brands and retailers that make it as easy as possible to get what they want to meet their needs. I will bring it. Customer-centric consumers During the self-restraint period, they found new favorites from online grocery stores and online shops of familiar brands. According to Criteo data, 63% of those consumers say they will continue to use their products and experiences if they are satisfied with them. Implementing a strong loyalty strategy is more essential than ever to ensure that consumers continue to revisit their company rather than their competitors. In fact, Criteo’s solutions for reviewers are increasingly being introduced as solutions for companies that have lost the opportunity to acquire new customers due to the closure of physical stores due to a state of emergency or companies that want to strengthen their EC site business. We can see the importance of acquiring high-quality new customers who can expect continuous purchases. Customers who have used physical stores for many years are expected to become omni-channel shoppers, and the secret to engaging with existing and distant consumers as well as those new audiences is through siled channels. Focus on a customer-centric marketing strategy that promotes permanence across all channels. Investing in physical stores In 2020, many consumers began to look at e-commerce for the first time, but the overwhelming majority of consumers still want to see and touch products in physical stores before making a purchase decision. thinking about. According to Criteo data, about 60% of Japanese people of all generations miss shopping at physical stores. To bridge the two experiences, retailers should leverage technology and set the precedent for e-commerce. The simplest and most efficient physical store by providing inventory search counters that customers can search in advance, contactless mobile payments, and augmented reality (AR) that allows customers to visualize products at home. You can realize the experience. There is one clear thing to do to better serve today’s “consumers seeking convenience.” That is, marketers need to be able to access their brands wherever consumers want. By offering options such as curbside pickup, digital subscriptions, and contactless accounting, in addition to a personalized seamless experience across all channels, consumers can access their products and services on the terms they want, and finally. We will continue to have contact with such brands and build even better relationships. Yusuke Nakamura Criteo Chief Industry Strategist Joined CyberAgent in 2005 and engaged in sales and operation of digital advertising in general. After engaging in advertising and planning proposal work for his own media at mixi in 2010, he participated in the new launch of the DSP business and led the sales team. After working at Criteo in 2014 and engaging in sales business for new advertisers, he launched a sales team in 2017 to oversee the overall business with advertising agencies. While managing the sales team, he has been working as a Chief Industry Strategist since 2020, mainly at external events and seminars.