New Consumer, also called Consumer 3.0, is one who intends to purchase products with great quality, at the lowest possible price and above all through a formidable shopping experience.
To better understand who this third millennium buyer is, check out a brief history below:
- Consumer 1.0:
It is the buyer of the early 20th century, a time when the Industrial Revolution was in full swing. Manufacturing in bulk was critical to offering the lowest possible price, and that was all.
- Consumer 2.0:
It is the buyer at the end of the 20th century. The factories had already improved their production processes. Large-scale manufacturing was dominated. So, in addition to a good price, consumers began to demand better quality.
- Consumer 3.0:
With the evolution of the internet, communication technologies and e-commerce, consumers have become more informed and demanding. Now, in addition to good price and good quality, they also want an excellent shopping experience.
Anyway, if you want to sell more in e-commerce, you entrepreneur in the field need to know this New Consumer more deeply. Find out a little more about him later in this text.
- Access and also read the post “Consumer behavior in e-commerce can be analyzed via lead tracking".
WHO IS THE NEW CONSUMER?
The New Consumer:
is connected
Day after day, the consumer's online presence increases. To give you an idea, according to Webshoppers 40 , of the 29 million consumers in the first half of 2019, 5 million made their first online purchase.
is informed
He's on social media. He does research on search engines like Google. He checks email marketing messages . He clicks on sponsored links. He reads e-commerce blogs. He accesses brands' video channels. He researches product prices and quality.
It's demanding
As said, the New Consumer wants more than price and quality. He wants an excellent shopping experience. In e-commerce sites, mainly, he values simplicity, ease, agility and convenience, in addition to a good service from start to finish.
It's multichannel
While Consumer 1.0 made purchases practically in physical stores only, the New Consumer can buy in physical stores, virtual stores, marketplaces, via chat, telephone, social network, email and other sales channels. He often searches on one channel and buys on another.
is detached
As there are many companies selling, multiple products and different ways of buying, Consumer 3.0 has become detached from brands. That is, if a brand doesn't provide the product, price, and experience it wants, it simply looks for something better (and finds it!).
is empowered
In the past, Henry Ford said “you can have a car in any color you want, as long as it's black”, which today would sound like a joke in the consumer's ears. That's because Consumer 3.0 has much more power of choice. If a company doesn't have a product, it looks for another. Simple.
So, how to meet this demanding and empowered consumer at the beginning of the 21st century? Well, then read some tips that may be useful to you in this context.
- Access and also read the article “Buying online and picking up in store is the preference of 60% of consumers in e-commerce".
HOW TO SERVE CONSUMER 3.0 IN E-COMMERCE
To serve the New Consumer well in e-commerce:
be dynamic
Have a website with an elegant and impeccable design that is simple to use and fast. Furthermore, include features like a chat function to answer questions, offer free shipping whenever possible, and deliver as quickly as you can.
be omnichannel
Integrate all your sales channels such as physical stores, virtual stores, blogs, social networks, marketplaces, etc. A consumer must, for example, initiate a dialogue on the social network, close a purchase in the virtual store and pick up the product in a physical store. As said, all integrated.
be responsive
Have a responsive online store , that is, one that adapts and adjusts to the various screen formats and sizes of desktop computers, laptops, Chromebooks, tablets, and smartphones, among other technologies.
be reliable
Develop your e-commerce organizational culture . Unify all your sales channels through the colors , symbols, philosophies, mission, vision, values, etc., of your brand. Work on your branding . Finally, convey credibility and deliver on your promises.
be safe
Have a secure virtual store, that is, with all security protocols and certifications up to date. That way, consumers won't have to worry about entering personal data on their registration and payment pages.
be engaged
Be on social media. Learn to communicate with consumers who want to buy your products and also with those who are dissatisfied. Activate consumers with dynamic posts, promotions and posts.
be optimizable
Be aware of consumer questions, objections and complaints. Recognize communication, security, and usability issues, for example. Fix them quickly. This will undoubtedly provide an even better shopping experience.
- Access and also read the article “e-commerce shopping“. Discover, in this way, which are the preferred products and services of the New Consumer.
A STEP AHEAD OF THE NEW CONSUMER
Current times change quickly. New technologies and processes are developed in the blink of an eye. So you need to keep track of these changes and apply them.
In this way, always stay one step ahead of the New Consumer and your competitors. Plus, keep your customers happy.
Finally, adopt a philosophy of continuous improvement and stand out. Do your best and convert more consumers into clients and, most importantly, into regular customers.
- Access and also read the post “How to sell more on e-commerce”. Discover, then, the power of social proof to convince the New Consumer to buy.
