Attentive entrepreneur: Know these strategies to better connect with your client

The young consumer no longer looks for products or discounts: he wants experiences that represent him and invite him to share. The physical store is redefined as a meeting point, content and emotional belonging.

According to a survey by Kantar Ibope Media on e-commerce in Peru, millennials represent 13.17 % of the digital buyers segment classified as “cautious”, while generation Z reaches 10.83 %.

The founder of Lateral, Peruvian entrepreneurship that has just been recognized with the Champion Founder Award at the World Entrepreneurship Congress.

Although they are not a majority in volume, they are the generations that most respond to the visual, the emotional and the participatory. They do not seek just to buy: they look for experiences that can share, comment and remember.

That pattern is observed in other studies. Deloitte, for example, reveals that up to 40% of the value of the “Value Seekers” – consumers who seek comprehensive value – is not linked to the price, but to factors such as trust, aesthetics or brand experience.

In turn, according to Nielseniq data, Latin American consumers privilege purchasing spaces that connect them with their cultural identity. Beyond what is sold, the experience it generates is decisive.

“When an experience manages to connect emotionally, it becomes significant for the consumer. It is not enough to be close or have good prices. Today, brands have to make the client want to stay, not only enter. That emotional permanence – not physical – is what builds loyalty,” says Willard Manrique, a specialist in commercial direction by the PAD.

That turn in consumer behavior is pushing a progressive transformation in the physical channel. More and more brands are experiencing with activations that seek to generate emotional connection and permanence.

Therefore, the specialist identifies four keys that explain how this competition is given:

Connection. The consumer no longer chooses with the logic of the price, but with that of the link. If you feel something, if you recognize the experience, you are more likely to stay and return.
Differentiation. The physical channel is no longer the only access point, since its value today is to offer something different: a face -to -face experience that cannot be replicated in digital.
Content. Experiences no longer end at the point of sale. In the current context, where if it does not post on social networks, “it does not exist”, make each interaction an opportunity for amplification for the brand.
Loyalty The emotion builds more loyalty than the promotion: it is what you remember what would make you return, not only what you bought.

The competition no longer focuses on the price or assortment: now revolves around how a brand manages to connect, differentiate and remain in the consumer’s mind.