Consumers are expecting more from brands than ever before. Free shipping and discounts are no longer enough to secure customers long term – a brands values, commitment to eco-friendliness and loyalty reward programs are all key factors. The conscious consumer is here to stay, and brands need to ensure they are keeping this top of mind when they are developing marketing strategies.
Brands need values
Consumers are choosing to align with brands that reflect their own values. Nearly two-thirds (65 per cent) of Australians have shared that brand values will be a key purchase motivator in the next six months according to Criteo’s The Rise of Savvy Shoppers Study. Brands that have not clearly defined and actioned a set of values will be left behind.
It is important to be open about what your brand’s values are and share how you are putting them into practice. Create a page on your website that keeps your customers up to date on your mission and impact. Share photos of initiatives on your social channels and integrate brand values into all your messaging through marketing campaigns. This will increase awareness and draw in customers.
The environment is front of mind
Climate change and the environment are key concerns for consumers. It is important to note that over half (55 per cent) of Australian shoppers have revealed that they are searching for eco-friendliness from brands[1]. This is evident when we witness companies, such as The Iconic, introduce ‘Considered’ and ‘Pre-Loved’ shopping filters into their online shop search to allow consumers to source sustainable brands that are having a positive impact on the environment.
Beyond incorporating eco-friendly practices into the everyday running of the business, brands also need to highlight this approach, outcomes and progress towards goals through their marketing efforts. Giving consumers the choice to make more sustainable decisions when buying items or services is also an effective way to promote these practices.
Loyalty must be rewarded
Consumers have so much choice when it comes to making a purchase. They want to invest in brands that invest in them and reward them back – making them feel as though their purchase is more than a transaction. Loyalty programs are driving sales, with 69 per cent of Australians saying this is an important factor when considering a purchase in the next six months[2].
Brands must make their customers feel listened to. You can do this through sharing relevant products the consumer is likely to purchase and creating personalised discounts on products still in the basket. Utilising a commerce media platform with machine learning or AI tools can help you create this experience for consumers, engaging them at every shoppable moment. If this is not possible on your own, there are a range of partners with expertise, like Criteo, that can manage and optimise your marketing strategies to bring this to life. Marketers have the opportunity to make a customer feel special and this is exactly how you will retain them.
Brands have the chance to build strong, long-term relationships with their customers by strengthening their efforts and communication about brand values, eco-friendliness and loyalty programs. It is important for brands to invest in these three areas and engage with consumers effectively in order to see a growing customer base and a rise in brand advocates into the future.
By Colin Barnard, Managing Director, Criteo, ANZ