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Francisco Cardenas From Richards/Lerma: In 2018 Predictive Consumerism Will Bring A Significant Boost To Brand Value
Liz Unamo| 15 de enero de 2018
Francisco Cárdenas
Francisco Cárdenas, Director of Digital Strategy at Richards/Lerma, believes a shift towards a predictive, product-centric approach to selling is underway. In an article he posted on The Richards Group blog entitled Predictive Consumerism, he said “this new approach establishes a deeper relationship with consumers and influences their behavior in more meaningful ways.”He said there are two main insights supporting this growing trend: first, that consumers are attracted by convenience above almost anything else, and second, that consumers need a sense of belonging. According to Cardenas, both call for creating ecosystems where consumers can become part of a group with only a minor commitment, sometimes in exchange for a superior customer experience. “This is the consumer-centric model that is the future of predictive selling. Consumers elect to become part of the brand experience in a complete ecosystem” he said. As examples, he mentioned such companies as JetSmarter and Surf Air, both of which offer an alternative experience that is consumer-centric and membership-driven. Cardenas says this model will give a brand a much more predictable view of consumer habits and put it on the path to truly getting to know its customers. He offered three recommendations to make this approach work for any brand: first, assess the existing platforms and determine what it will take to evolve their communication tactics and service offerings to invite a new kind of relationship with the client; second, analyze the brand’s products and services and determine how these can evolve to specifically serve consumers who are interested in deeper commitments; and third, consider, with a consumer-first mindset, how the brand can complement the experience with other brands the company can add to the experience.
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