The new trends and technological advances brought about by the pandemic forced traditional channels to adapt to a new lifestyle, which brought about different social changes, which in turn, generated new habits and behaviors among consumers. The challenge of adapting digitally forced by a context of crisis is enormous, but developing a change of mentality that allows you to be clear about your identity and what your contributions to society are, is undoubtedly the true transformation.
Nowadays, through active listening in social networks, it is possible to understand in depth the perception of the brand that customers have. It is a valuable tool thanks to the information it provides us, not only about our consumer, but also about our company, sector and even competition. The collected data allows us to recognize how positive or negative the perception of our clients is, what feedback exists regarding our actions and even predict trends in our field. For this reason, it is important to know what the variables are in the behavior of our target in networks.
A study conducted by Quantico Trends shows five findings on the change in behavior of the Latin American consumer.
Trend towards e-commerce consumption: With the constant digital progress, added to the options offered by the arrival of e-commerce, many processes are facilitated, reaching the different user profiles and improving their shopping experience, receiving an efficient and effective service.
Rewarding experiences: The digital customer prefers to maintain the virtual channel throughout the purchase experience and in each implication that this requires, in that sense it requires that if you have to make a product change you do not have to do it in person. In addition, it is observed that the consumer is fearful regarding the security of their transactions and the protection of their data.
Preference for ventures: After almost two years of the pandemic, and after a strong economic recession, millennials seek to support new ventures and projects that bring a different social proposal, with marked values and environmental responsibility. The immediate acquisition of the product is also a determining factor when making the purchase, which is why businesses that are close to them or others that have an efficient delivery channel are usually chosen.
Healthy eating: Healthy living is booming in the world and Latin America is no exception. While more and more men and women modify their eating habits and activity routine focusing on their health and well-being. The new user avoids the consumption of products whose nutritional contribution is not specified due to this trend of food awareness.
Biosafety protocols: Biosafety is a complex discipline and not exempt from dangers, therefore the set of rules and barriers aimed at preventing the risk of getting sick is essential when having contact with customers, whether it is having disinfection material in the delivery of products, managing a capacity in establishments, etc. Ensuring the health care of your users will speak a lot about your company and will be a strong way to build loyalty.
With Pulse and its new Social Listening service, you will be able to analyze your consumer’s actions and understand how they feel about your brand on social media to maintain or improve your reputation. Is your brand or product being talked about in the same way on Facebook as on LinkedIn? What conversations are taking place on Twitter? Analyzing this information will lead us to refine strategies to be part of these conversations in real time, review and adapt the content for each network.
The more information you have about what is happening and being said around your brand, the better prepared you will be for all kinds of crisis. It will be easier to correct mistakes and take advantage of the positive feelings towards your product or service, Pulse gives you the tools to achieve success and meet your brand goals.