Speaking of
Consumer Insights
, I already mentioned that, nowadays, brands must be very close to the customer if they want to last over time. Customers are not the end of a whole process, but they are allies of the business itself and it is necessary to build any strategy from this perspective. Getting to know them, discovering their interests, knowing how they feel, is the first step in developing a brand strategy aligned with their needs and desires.

Only those companies that are willing to turn their outdated conceptions focused on products and services will ensure their survival.

But really getting to know your customers is no easy feat. Can we believe that they are all the same? Obviously, not all of them are the same and segmentation and micro-segmentation will be essential to start immersing themselves in their different personalities.

Characteristics of new consumers:

– They are in transit, they are unfaithful

– They are hyper-connected, using an average of 2.6 devices

– They want immediacy of response, which causes them general dissatisfaction

– They don’t act rationally, they look for true emotions

– They question established values and demand others such as transparency and trust

– They are responsible or more aware of respect for the environment

– They are also collaborative across all business areas

– They are the protagonists, they have the power in front of the brands

– Female power grows in the face of established male supremacy

Clients are also chameleons or mutants, which means that once identified it does not mean that they cannot change. Nor are they the same in their relationship with the brand: 10% of customers generate 50% of a category’s profit.

On top of that, consumers do it all: they buy, sell, and share products/services. And it is the responsibility of brands to even include them in the product development phase. In today’s society, consumers have all the power.

Faced with this situation, brands must know how to ask, but above all, they must listen to what this consumer demands. In these circumstances, empathy is the main concept in the emotional bond between brand and society.

Some time ago we met the Heavy Users, those customers who are most interested in the brand and who invest more in it. Subsequently, the emotional component was added to the rational/economic basis of this segmentation, and the Highly Evolved appeared, acquiring a greater link with the brand. From the fusion of both arise the Hype’s or Supershoppers, where we find the true fans of the brand, those who are passionate about the brand, the evangelists, those who buy without thinking about whatever it is that we offer them as long as it is from our brand. They are the perfect customer, that 10% that generates 50% of the profit. Globally, they account for 20% of all the brand’s customers. And they do it for one main reason, because they believe that the brand is a true reflection of themselves. Or conversely, Supershoppers feel that the brand is an extension of their own personality. And this is the perfect terrain for emotions, in short, for brand creation.

The Supershoppers

Supershoppers are less sensitive to price, willing to pay whatever it takes. They really enjoy the experiences that the brand provides them. And best of all, they love to share it, an aspect that makes it easier to attract new customers who don’t want to be outdone.

Of course, not all industries are the same or present the same opportunities to get these fans. Fashion and technology are the most favorable sectors to identify them, understand their buying patterns and behaviors and thus establish lasting relationships with them.

Compared to new releases, the test rate of Supershoppers is 20% higher than that of other consumers. On top of this, the buying impulse for them is 40% higher. Taking advantage of this information and offering them an exclusive private sale versus a new general launch, is an opportunity for brands as a litmus test to measure the acceptance of the new product.

Finally, in addition to employees, Supershoppers are true brand ambassadors. They may not share the official version, but in the face of the lack of trust in brands, their opinion is as relevant or more relevant than that of the company’s CEO himself.


Carlos Puig Falcó

President of Branward®

Acknowledgements: To Jordi Crespo and Hamilton for sharing their invaluable experience.

Photos: Shutterstock