Business Consulting, Indra's consulting division, has recently presented the study Strategic challenges for FMCG and Retail. This study is a practical guide on how to address the challenges arising from consumer trends in Spanish society. One of these trends is the emergence of the digital native. To do this, those responsible have asked all this to consumers.
«The digital native above all seeks mobility and collaborative consumption. They value the price / value equation more and more », explains the senior manager at Indra Business Consulting and author of the study, Cristóbal José Colón, who emphasizes the importance of «Knowing how to transfer the value of products to this type of consumer».
But this new type of consumer also takes into account aspects such as ease, but "Understood in all areas", In other words, when it comes to finding a product, choosing payment methods and even simplicity of use and then sharing it with third parties so that "All kinds of value-added services can be offered to you."
This type of customer will force companies to go one step ahead in such a competitive market and in search of the "Differential element", since in a matter of 20 years the number of digital natives will increase to 56 percent and will reach 75 percent in two more decades.
In this context, in the study of the consulting division of Indra Consulting, it is postulated as something necessary to reinforce marketing strategies in the digital field towards the engagement (or commitment) to brands, understand the 'consumer journey' and thus be able to quickly adapt to customer needs and even surprise them.
«Our recommendation is to seek 'engagement' with the digital client based on the development of a new marketing concept, intelligently managing prices and promotions, developing an organizational and service model that is consistent with new forms of communication with the consumer, and all supported by a model of transversal innovation that allows to generate differentiation with the consumer ", Columbus explains.
How often do consumers shop online?
According to the study Strategic challenges for FMCG and Retail, it is observed that 35% of the sample buy at least once a month, followed by 47% who buy between one and four times a year. Only the remaining 19% admit that they have never, or only occasionally, purchased a service through the network.
There is not a great difference between age segments, however the trend as we get closer to younger ages is to buy more often virtually.
What reasons motivate my consumer to buy online instead of going to the store?
The main reason for buying online is cheaper prices or a good promotion, followed by the option of receiving it at home. Third, while 4.2.2 Buy Being present in the online channel is today an obligation for all companies. As explained in the previous section, the internet is the entry point that helps the consumer choose a product or service.
How often do consumers shop online?
According to the results, it is observed that 35% of the sample buys at least once a month, followed by 47% who buy between one and four times a year. Only the remaining 19% admit that they have never, or only occasionally, purchased a service through the network. Most of the adults affirm that it helps them to compare with other similar products prior to the purchase, it is observed that the youngest ones investigate the opinions of other consumers who have already enjoyed the experience to make sure that the product they are purchasing is the one Right. This is why it is important to pay attention to the online medium, since just as it can favor the product or service, it can “dirty the brand”.
What do those who keep going to the physical store appreciate?
The ability to see, touch and taste the product seems to be the most important factor for the majority (88%), closely followed by being able to receive the product on the spot and without shipping costs.
The importance of mobile in online shopping
Is it essential that I incorporate a website adapted to mobile phones? Or even an additional app? On the contrary, is the web for a computer sufficient? In short, what do consumers use mobile phones for while shopping and what do they think it will serve them for in the future?
Currently, looking for information (22%), offers and promotions (20%), even using it for other purposes other than buying (19%) are the main reasons to carry the mobile with you while shopping. However, the main response from all those surveyed is that nowadays they do not use the mobile device while shopping, although this only occurs in the case of 40% of the youngest compared to 70% of the oldest.
In spite of everything, in the future it seems that consumers will change their minds. The main use of the mobile device will be to search for information about the product (39%), followed by the search for promotions (38%). It stands out, that especially the youngest expect that there is an application that helps them throughout the purchase process, and that digital natives will use their mobile for almost any reason.