A reality that opens possibilities
While life is constant motion, today we are facing a more radical change that has shaken us so hard we even feel dizzy. This new reality appears so ambiguous and confusing that discerning its qualities becomes complex. However, certain patterns are beginning to emerge, revealing guiding lines of behavior.
What's truly noteworthy is that the pandemic has led us to question things. It's true that as businesses, we must rethink the way we exist, and as consumers, we must reconsider the way we consume. This results in a new way of interacting with each other, that is to say, in new sales and interaction models.
Our consumption habits have been transforming, some as a faster and more reactive response than others. However, the turn our collective behavior took opened the door to new possibilities and fields of action. An effect that occurs when the motivators are altered.
Physical spaces and relationships have become virtual. Sales that were made face-to-face, with someone holding your hand, are now done through WhatsApp or social media, and in the best-case scenario, through an intuitive e-commerce platform that allows you to leave the store with a full cart and the peace of mind that everything will continue to flow smoothly with your order.
According to the Llorente & Cuenca report there will be more accelerated changes in digitalization and e-commerce. “Virtual leisure, access to delivery, the purchase of products online and the use of platforms for remote work will re-educate our habits and bring about a more accelerated change than expected in areas such as digitalization, on-demand services, and the development of e-commerce, also causing some regulatory debates about the creation of barriers to digital-focused tools or companies to fall. This crisis is also accentuating the disintermediation that we had already discussed following experiments like Amazon Go at the time, obligatorily reducing the number of interactions between people.
Today, we consume and exchange more in this virtual world, where the rules are different and expectations are too. Many intermediaries likely fell off the map, and at the same time, we welcomed others who facilitated payments and deliveries. However, the need to establish a strong relationship with users is a constant that invites us to exercise empathy with greater intention.
What happens when visiting a store at the mall and asking salespeople for advice becomes risky? And at the same time, people's need to acquire beautiful clothes and objects that make them happy continues and even increases.
What awakened in us that we decided to turn to consuming more local brands and services?
As businesses, it is valuable and, above all, fundamental to understand who the people interacting with us are, what their real needs are, and what interests them. Because this is the key to survival. It is essential to delve into human emotions and sift through their motivators. Because having a clear understanding of what moves them, what connects them, what triggers them, what makes them share, where they are, how they move, who they talk to… allows us to develop Business strategies and of digital marketing direct and assertive approaches that cater to new consumption and interaction habits. In this way, our chances of sales and growth to achieve the objectives of a profitable business, increase.
Therefore, we invite businesses to join us in rethinking, deepening, and acting., without band-aids. To draw the picture they desire and to make conscious decisions in the face of this reality that opens possibilities.
