The new expectations of connected customers in 2022

Faced with the forced closure of physical stores and other service providers, more and more consumers have turned to digital to meet their needs. New habits have therefore gradually become established in our daily lives. New habits that continue today. Digital is at the center of the consumption patterns of French people, and everywhere in the world. Faced with these changes, what are consumers' expectations now? Will online purchases continue to increase in the years to come?

Purchases made online, and spotted online

If it is proven that word of mouth is the most powerful purchasing influencer, it is now closely followed by the Internet. On the web, everything is immediately accessible: information in particular, but also, for example, customer reviews posted for this or that company. The comparison is now very easy, andgreatly helps Internet users to make their choice.

However, that's not all! User experience is now a determining factor in the sales journey. If the Internet user does not benefit from apersonalized and relevant experience, the latter can quickly turn to the competition. So be careful topay particular attention tothe experience offered to your targetsin the purchasing journey.Provide a fluid, intuitive and personalized experienceis now essential to convert more quickly, build lasting loyalty and strengthen awareness. In this context,customer engagementis a major strategic lever for creating a lasting relationship with your connected consumers.

From now on,Internet has more influence than television. Indeed, for all purchasing decisions, especially the most important ones, buyers will seek the opinion of Internet users through social media and certified review sites, before finalizing their purchase. In addition, with the arrival of influencers on social networks, consumer purchasing behaviors arelargely oriented, and influenced.

In addition to the practical aspect of the Internet, its use saves time and facilitates consumer decision-making. Consumers very often finalize their purchase online.

The Internet is becoming the new word-of-mouth 2.0.

Connected customers

A majority of the services that appeared or developed during the health crisis (click and collect, videoconferencing, improved digital payments, etc.) are now well anchored in new consumption habits.

In 2022, lifestyles and consumption will continue to become digital. We have definitely enteredthe era of the connected consumer. We are now connected in multiple ways (digital assistants, voice control, connected watches and accessories, smart TVs, etc.). We know how to use technology and find information and answers to our questions easily by browsing the Internet.

Brands and companies must also pay particular attention to:

• Impatience: consumers, and even more so connected consumers, are less and less willing to wait for the information they need. They want to receive an immediate response, regardless of the conversation channel used.

• Interconnection: consumers have a wide choice of channels and devices. They therefore expect companies to be able to link all the channels they offer and provide a consistent and consistent experience across the entire sales journey.

• Emotion: to be able to reach connected consumers, you must differentiate yourself, particularly by playing with emotions. Offer them an ultra-personalized sales journey, show them that you have understood their individual needs, and that you have the ideal solution to meet them. To stand out from the competition, brands and companies must analyze customer needs and improve the prospect-customer experience throughout the sales journey, using all relevant marketing and commercial means available. The discovery plan is a strategic tool that allows you to better understand customer needs, motivations and decision-making processes in order to optimize your marketing strategy and sell more effectively.

Adapting strategies and tools to new behaviors

Faced with new practices, it is important to deploy aomnichannel strategy. Use different channels to target your prospects and customers, and refine your knowledge of their behaviors, habits, etc. This way, you will be able to deploy targeted, personalized and 100% relevant marketing and sales actions.

In addition, by centralizing in real time all the information from the prospect-customer journey across all the channels they use, you will be able tooffer an ultra-personalized experienceand oneprivileged relationship with your prospect, meeting new consumer expectations.

It is important to adapt your strategy and tools according to these new behaviors. Otherwise, you risk being overtaken by your competitors. Always stay alert, and continually adapt your acquisition strategy.

Take care of the prospect-customer experience as part of yourdigital strategyis essential, especially if we take into consideration thenew consumption habitsand new consumer expectations.

At hipto, we are constantly refining our Conversociads© lead generation solution to guarantee you the best commercial performance, whileoptimizing the customer experience. A need?Contact us:

• contact@hipto.com

• +33 1 76 39 06 68

Sources:

• Generix group

• Wizi Shop

• Enghouse interactive