It's the best time to simplify processes and interactions between the brand and our customers.
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4 min read
This article was translated from our Spanish edition using AI technologies. Errors can occur due to this process.
It is clear to the average Mexican consumer that they will not have a typical year-end. It's the best time to simplify processes and interactions between the brand and our customers.
By: Ivette Dickinson Galicia, Chief Strategy Officer (CSO) at Sparkling and R! DE
What we thought of the consumer today at the beginning of 2020 no longer makes sense. Life has become more unstable, with greater uncertainty, and consequently our needs and emotions have also changed. "The consumer is in the midst of reconfiguring habits," says the first edition of the Think with Google study entitled: Discovering the New Consumer: A New Beginning in a New Reality? by Pablo Pérez and Felipe Romero.
Although the analysis presented by Google is based on the Spanish reality, it offers interesting aspects that can help brands understand the needs of consumers in every region, including Mexico, while the pandemic persists.
First of all, it is clear that life is different, for example, when work and school are at home, the living space is reconfigured so that new furniture or technology may be required. The services and payment options must also be adapted. It is therefore important to ensure flexibility in terms of availability, contract conclusion and delivery. The answer has to be with more open models.
Nor can we deny that we are all cognitively and emotionally tired, although some more than others, and although we know that whoever resists wins, the feelings of strain and stress don't go away just to know especially when we consider that the end of uncertainty is not near.
Image: Edu Lauton via Unsplash
It is obvious to the average Mexican consumer that they will not have a typical year-end and the year-end plans will be maintained in zoom connections or at best in small meetings and still limited mobility (compared to warning) given the winter weather and the possible connection of For COVID-19 and influenza, it is clear that we need to stay calm and strengthen our emotional resistance.
What can brands do for consumers in this situation? First: Ensure security in your products and customer service and contribute to this agility and simplicity. It's the best time to simplify processes and interactions between the brand and our customers.
Finally, when we know that our consumers want to enjoy moments and experiences amid so much fear and anxiety, we need to ask ourselves an important question: which products or services can become sources of enjoyment? Or how can we associate our brands with positive emotions, pleasure or security?
Safety, mobility, simplicity and joy are four aspects that we must take into account when addressing consumers and users during this period of transition between realities that will last until the end of the year. Parties that usually offer opportunities to revitalize, enjoy, and celebrate.