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Almost 8 in 10 young people aged 18 to 24 want to be able to shop at any time of the day. 6 out of 10 consumers want a real-time response when in contact with brands.

Under these conditions, the relationship between brands and consumers must be efficient nowadays! So how do you capture this available brain time and reach out to consumers at the right time, on the right medium with the right offer? The new generation – whose attention span did not exceed 8 seconds in 2015 according to a Microsoft study – will give brands a hard time …

1 / emotion

Based on the observation that “62% of millennials are more satisfied with experiences than with the purchase of a product of the same value”, the orange store succeeded in transporting this new generation into an immersive experience during the launch of the new Samsung phone. Galaxy S9: Rather than just looking or touching the product, the consumer had the opportunity to use all of the most innovative features by transposing to Seoul Street. By combining experience, technology and emotion, the brand has succeeded in seducing the younger generations.

2 / Personalization

Mass marketing has been out of place for a long time and brands have moved from one-to-many to one-to-one communication to meet consumer demands: “according to Agil One, 79% of consumers ‘expect personalized experiences when interacting with brands”. The personalization of the relationship is very complex today because the customer journey is no longer linear and is constantly shifting from online to offline. Consumer brands like Nike have understood this well by offering their customers a personalized one-to-one sports coach on smartphones using machine learning and artificial intelligence to collect and analyze their consumers’ data.

3 / humans

According to a study by Salesforce, 66% of consumers are ready to switch brands if they feel treated like a number! Paradoxically, relations with consumers are increasingly dehumanized as they seek contact and collusion.

Technology must be at the service of humans. This is what Air France is implementing by centralizing data to have a unique 360 ​​° view of its customers and thus move from “customer service” to “customer intimacy”. To offer a seamless experience and put people back at the heart of the relationship with its customers Boulanger has implemented a conversational commerce solution: as soon as a customer calls, he receives an SMS offering to exchange with a salesperson instead. than to wait on the phone, and thus pass below 8 seconds of interruption of attention!

4 / valuation

92% of consumers consider that products produced in collaboration with a brand correspond better to their needs. They are then more naturally inclined to share, comment and give their opinion. And as consumers trust their peers more than brands, it becomes a real competitive advantage. Carrefour Market has therefore set up a platform on which consumers post their opinions on products that can be found in stores with a note. Asos, one of the leaders in online clothing sales, has enriched its product sheets with photos of its customers giving outfit ideas.

5 / Freedom from constraints

If the consumer no longer wants to wait at the checkouts, wants to receive his orders the next day, can no longer bear to wait on the phone, or to provide information on a form that he has already entered, he also appreciates being “unloaded” of quite a number of constraints most often related to repetitive tasks.

Amazon has understood this well by installing the “Amazon Dash” buttons which you just need to press as soon as a product is almost finished to launch the order. This is what Monoprix has set up with Google Home. Loyalty cardholders can create a voice-activated shopping list that automatically suggests the quantity and brand of yogurt you buy each week.

Gone are the days when brands could count on the loyalty of their customers once they were won over. Even if love at first sight for a product, a brand will always exist, it will no longer be enough to make a lasting commitment. Brands will have to provide services, exclusive offers and specific content to keep their customers in the long term. It is to obtain these advantages that consumers will agree to give a little, a lot of their personal data. As long as they make good use of it!