Following the digital revolution that marked our last two decades, the consumer has evolved. They have now become a “Consumer-actor.” Highly informed, engaged, and prescriptive, their expectations have changed. Promotional purchases and mass consumption no longer suit them. How can you strengthen your company's relationship with these new Consumer-actors?

Offer them an experience

The Consumer-actor is no longer interested in your product itself, but in the benefits it will bring them. Eager for dialogue, proximity, and authenticity, they are simply looking for an Experience. The modern consumer needs to dream, to feel privileged, and to live a unique experience. This Experience is now the number one factor that will draw them to your brand or make them want to remain loyal… in the face of advice from their entourage or social networks (IPSOS).

Learn to know your clients

To make this Experience memorable, you need to create a unique and Exclusive relationship with your clients.  Be attentive to them: why do they love you? Why did they choose you? By placing their needs at the heart of your strategy, you will be all the more relevant in anticipating their desires, their requests, and the omnichannel journeys you propose to them.

Appeal to their emotions

Thanks to the connection you will now have built with your clients, you have all the keys in hand to encourage sharing and recommendations.  Your greatest asset? A strategy of creative, emotional, and original content. Video now accounts for 60% of web traffic. This format will allow you to enhance your storytelling and personalize your messages. By creating emotion through intelligent and emotional content, you will transform your audience into active internet users.

Update of the article: February 4, 2022