The path to consumer monogamy passes through deep customer understanding
Knowledge of machine and artificial intelligence provides opportunities to use customers' data to predict and respond to consumer behaviors. Incorporate high-quality brands - will receive loyalty from their costumers.
Artificial intelligence (AI) & Machine learning (ML) are increasingly integrating into the consumer and marketing vocabulary. These domains provide opportunities to use customer's data to predict their behavior and mimic the way people shop.
Retail and marketing are using these data gatherings more often and use this to tailor to make the experience more personal. The birth of algorithmic commerce - the combination of (AI) and algorithms of engaging, predicting, and responding to consumer behaviors - will forever change world e-commerce.
What is an algorithm & how does it work?
If you think about it, the world's leading companies are based on algorithms that are the key to their success. Netflix (+1.44% 539.44) has changed the entertainment industry, Facebook (+0.26% 264.45) liquidated the advertising industry, google (+1.97% 1515.22) revolutionized the way we search, and Uber disrupted the way we transport. Each one has made history in their field using an algorithm.
Artificial intelligence robot - image by UNSPLASH
An algorithm is a systematic way to perform specific tasks in a finite number of steps.
For example, cake making recipe is an excellent way to explain an algorithm.
The algorithm's job in consumer purchasing is to reduce the need to think. The purpose of any algorithm is to understand consumers' behavior every second and then counter back products, services, or results that are personal to them.
It's about time that brands prove to their customers that they know their needs and desires, and even before they know what they want.
It is a recurring cycle - as the customer continues to consume the service, the algorithm gets better and more accurate. Therefore, the company knows its customer better from time to time.
The ability to predict what consumers will do online is a fantastic resource for the company, especially in improving inventory, marketing, and logistics.
Are we tired of making decisions?
NETFLIX - image by UNSPLASH
Researches at Cornell University estimate that we make 226.7 decisions each day on food alone. As our level of responsibility increases, so does the number of choices we have to make.
According to estimates, an adult gets an average of around 35,000 decisions per day. Stop to think about this number for a second - it is insane. How many times have you been asked what you want to order for lunch? What movie do you want to watch? What would you like to drink? What will you wear? And you don't want to make a decision.
Then this hope comes along that someone can decide for us. We want fewer options - but they will give us more tools to be confident in our choices. The magic that happens once we are helped making decisions is to save time - which, as we know, it's worth the money.
We are more predictable than we think.
Although most of us would like to think we are spontaneous and unpredictable, the data we produce tells us otherwise. Most consumers are driven by habits that can be converted into practical insights for brands with proper analysis and little artificial intelligence (AI).
For brands, the marketing opportunities available in A-commerce are significant. They offer consumers suggestions based on past behaviors that indicate what they have used or liked before, and use ML to predict what they will want to buy next successfully. It's worth gold in the marketing world.
Amazon Prime package - picture by UNSPLASH
Monogamy is not outdated.
I don't know how many of you know; if you sit down and go through all your monthly expenses, you will find that most of your money is spent in a relatively limited number of places. The world is moving in the direction of mega-brands and super networks becoming dominant players in our lives. We do not have enough space for everyone.
Most of us still prefer fixed and deep relationships with a few brands that provide us with as much as we want. The competition is the brand that offers consumers the ideal package - as Scott Galway refers to as Rundle.
Companies need to focus on consumer subscriptions and rood their packages - together; it comes out Rundle. For an annual fee, companies will offer us a variety of products and services primarily for us. And as mentioned, as our relationship grows more robust, they will be able to anticipate exactly what we need.
We do not give our loyalty to anyone that easily. Only a few brands that have proven their worth will be chosen as our regular service providers - and we will not replace them too quickly. To ensure future revenue returns, brands need to enter into monogamous relationships with their consumers.
There is a higher probability that people will divorce their spouse than to disconnect from Netflix or cancel their Amazon Prime subscription. Perhaps this is the true essence of loyalty in 2020. Amazon Prime and Netflix's renewal rates are higher than 90%, and this is a more stable relationship than many relationships I know.
Think about all the signs that brands get from us and what they do with them. What did we choose? Did we continue? Did we watch it? How long have we been on the site? And many more. These are the disturbing clue in the story's plot between the brand and us and how they use it to ensure Happy Endings.
Companies need to make an effort to improve their service and crack the subscription model that will be a WIN-WIN situation for both sides. When a company manages and sees the entire customer journey, it has a greater chance of thriving.
Google,Learn all about the consumer - picture by UNSPLASH
When I go to bed, I want to get up in the morning when the brands in my life know exactly what I want and remember what I need. They will know me better than I know myself, it will order for me the things I need and save time from my day, and I will always have the chance to return them if necessary.
The things I'll return will also better the algorithm to make a better effort and not disappoint the next time. Do you think I'm dreaming? I'm not.
Yael is Manages the BDO Digital unit, which provides consulting services to organizations in the formation and development of digital capabilities. Ambassador of change, driven by innovation and a constant state of learning. Great believer in technology as a means to achieve amazing things. Formerly Marketing Director at Delta Fashion Network, she managed data and CRM at Kimberly-Clark and in her most recent client-side role, led the Digital Transformation Solutions Marketing Program at Microsoft MEA. Has rich experience of more than 15 years in the world of marketing and digital, including 10 years in the establishment and management of data platforms, loyalty programs and e-commerce sites in the B2C and B2B worlds.