Changing customer behavior
Alex Gisbert, marketer at Expedia, says that 50% of Expedia app users make a booking for the same day with their mobile phone. No more booking in advance. Clear evidence that customer behaviour is more impulsive and unpredictable than ever. Knowledge of customer behaviour is also essential when 'going abroad', says Jerome from Pixmania. Within Europe, for example, it requires knowledge of 13 payment methods, the various copyright rules and especially about that so-called European. The Italian is crazy about the latest gadgets; buys more at a time than the average European. The German seems to love nothing more than comparing prices. Eastern Europeans are more likely to use a false ID, while the French go for stolen credit cards and phishing.
As a marketer, as a salesperson netherlands phone number list (conversion) or as a human being, psychologist perhaps. The gift is, you guessed it, to combine all three. A good example of this combination is the 'futureproof buyback program' of Bestbuy.com: If you want a new phone or iPad within 2 years of purchase, you get 50% back of the previous purchase price, to spend on the new purchase. A distinctive initiative, which will accelerate the purchase by reducing uncertainty. Moreover, completely American with a cool video clip of Justin Bieber and Ozzie at the American mega-event Super Bowl unveiled.
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Wednesday before the plane leaves, I still have some time for the Picasso museum. From a gifted draftsman and painter he develops into the famous expressionist of colorful, exciting and unexpected images. In his Paris period Picasso says: “Je ne cherche pas, moi je trouve”. Beautiful statement. A beautiful attitude.
Finding, instead of searching. But Picasso also needed a good number of years to arrive at that motto. Those years may be granted to the marketer, the salesperson and the psychologist. Finding the customer is becoming increasingly difficult, the challenge lies in the customer finding you. The jury report emphasizes that the old and almost clichéd promise of 'the customer is central' is increasingly being seen in practice. These are golden times for the customer. We are all becoming Picassos. We no longer search, we find.
This article was created with thanks to Dutch jury member Joost Steins Bisschop.