Opinion – Maria Inês Dolci: What companies should learn from the consumer experience


Knowing the consumer’s experience –their psychological and behavioral responses at all stages of the purchase– should be a stupendous market differentiator for any supplier. But few know exactly what to do with this data, so much so that they still fail in common situations, such as failing to meet previously agreed delivery deadlines or not having specialists to provide technological support to the customer.

What irritates consumers the most is a package made up of misinformation, slow and ineffective service, and little support in the purchase process.

I recently discussed, in this space, the reduction of weights and sizes in packages with the same or greater prices, the reduction. Now, few things are worse in consumption than not taking home the imagined product. In the case of the chocolate bar, which dwindled from 200g to up to 80g, perhaps the ideal would be to have the option closer to the previous standard, even if more expensive, and a smaller one that is more accessible to the impoverished pocket of Brazilians. And leave the choice to whoever pays the bill.

We would like a more open, direct game about quality versus price. For example, knowing before buying that there is a costume (jacket and pants) that costs twice as much as another, because it has better fabric, cut and finish, with greater durability.

The pandemic is not over yet, but we already have an experience of Covid, which has transformed our behavior and consumption habits. In this context, those who abandon items already selected in online carts are multiplying, because adequate information is lacking. Or who give up on a purchase due to lack of technological knowledge.

The change in customer treatment will soon become inevitable, as we are all more demanding. After all, we are able to compare products in virtual stores, and to inform ourselves about quality, prices, etc.
Also, most of us join WhatsApp groups, or have friends and family who can share their experiences as shoppers with us. Members of these groups also trade with each other expensive products used for short periods, such as baby carriages and toys for the little ones.

Specialists, previously only accessible to a restricted portion of the population – with higher incomes –, now have digital content available, many of which are free.

Of course, there are influencers who earn to express opinions. But we can turn to various sources, and conclude whether it is really worth spending our rich money, so difficult to earn. The stores will change, or we will change stores.

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