28 Dec How to win over the post-Covid consumer
Every day we all talk about the impact that Covid-19 has had on our lives. Among so many effects, the pandemic that has been affecting the entire world for several months now –and the subsequent confinement– has obligated us to change our shopping habits.
Online shopping has become especially useful for consumers nowadays, since in this way we avoid contact with more people and the need for traveling is eliminated. Experts point out that, most likely, these new digital habits will consolidate themselves for a long time to come.
Are brands ready for the change? Adapting and responding efficiently to the needs of the new consumer is, without a doubt, the new challenged faced by all.
Let’s get to know the new consumer
Due to confinement, social distancing and the total and/or temporary closing down of some establishments, consumers have turned to digital services in order to satisfy their needs. For this reason, many consider the current consumer to be a “cocooner”. This term, created in the USA more than a decade ago, refers to the consumer who prefers to spend his time and money from home.
From the physical store to the online shop
Before identifying what we are faced with, let’s reflect on the question of “what are we used to?”
An essential part for selling more in a physical store is visual merchandising, i.e., the organization of the products. In the case of supermarkets, we see that this practice is carried out to perfection. Why? Following we present 3 strategies that perhaps more than one of us may have overlooked but which show how supermarkets are the most interesting battleground for strategies of neuromarketing and psychology.
1. those products that are placed at eye level sell better.
2. some supermarkets place essential items far away from each other on purpose, so that shoppers have to go through the entire store to find them.
3. some products are labeled with red prices, although they are not on sale, since subconsciously we have associated red with lower prices.
How do online supermarkets adapt these strategies? Keeping in mind that the formats are completely different, other sales strategies are applied. Starting with developing a web with an adequate structure that provides the user with a positive browsing and purchasing experience, the classification of the products by category, the use of advertising banners located in strategic points for promotions, and an endless number of further strategies.
But first this….
How does the digital consumer choose?
We start from the base that digital consumers are at a disadvantage. They have to purchase something that they cannot try on or touch. We are dealing with consumers who are more demanding, who analyze products or services in more detail before acquiring them, and who also focus on what attracts their attention the most.
Let’s analyze an actual case. The image we see here comes from the “water” section of an online supermarket. In this case we can see how in addition to the advertising banner located at the top of the page, the other products in the same category compete with the same conditions to become the chosen ones.
How can they achieve this? Although it is true that the price, the order of appearance, whether it includes a promotion, or the consumer’s familiarity with the brand are competent elements, there exists a fundamental factor that becomes the determining one. We are talking about the image of the product.
If this weren’t so, let’s give an example. If you asked a child to help you do the shopping, which bottle do you think it would ask you to put in the shopping cart? Without a doubt, the one that has a cartoon character on it. In this case, the brand has opted for eye-catching packaging and labeling, aimed at their target audience. A strategy that clearly works.
Another example would be the labeling of food products. As we commented in our last blog post “products are dressing up for Christmas”, at this time of year many chocolate brands have decorated their wrappers with Christmas elements. Between a traditional packaging and this proposal by Nestlé, which one do you think will find its way into households during this Christmas season?
With these examples we see how product labeling continues to play a fundamental part in the purchasing decision, and even more so in a channel where the image and the information that accompany the product are the only elements that consumers have to get an idea about what they are about to buy.
Faced with this situation, the team at Rieusset has reflected on this and we have posed the following question …
How does all this affect our specialty and how can we combat it?
Keeping in mind that we have been making labels and/or flexible packaging for the sectors considered to have the highest digital consumption for years (according to the 2020 ecommerce study of the IAB), whether food, drinks or hygiene, at Rieusset we provide our customers with different solutions for presenting their products successfully.
For almost a year now, we have incorporated the latest digital technology into our activity. Through digital printing we can achieve all types of changes and variations in the labeling with which to make your product stand out on any supermarket shelf or on any screen. How? Discover the multiple solutions offered by this technology in our article Digital labels for testing the market.
One of the latest success stories where we applied the advantages of digital technology was for printing the sleeve for Praedium Kylatt olive oil.
On this occasion, the advantages of digital printing allowed us to produce an exclusive run of sleeves, with perfect finishes and exact color tones, among other advantages, that made this olive oil an exceptional product on the outside as well as on the inside. See the complete success story>>
Don’t wait any longer and make the change! Convert your product into the best proposal for the digital consumer that has come to stay.