The unfaithful, or disengaged, consumer is usually characterized by someone who prefers to pay less. This is the customer who alternates their choices based on value and promotions, as other factors have not yet been enough to win them over.
If we consider that in times of crisis this is the most common type of decision, it is exactly for this reason that we need to act, after all, unfortunately in Brazil, it is a situation that has prevailed for years and a highly competitive market does not allow this type of accommodation.
Therefore, the challenge is to identify what can make this customer so delighted that they are willing to pay more for a brand or product. And yes, this is possible, because “perceived value” is one of the characteristics of the new digital 4.0 consumer, who is much more aware and informed.
What is perceived value?
To understand better, the first step is to europe cell phone number list between the price of a product and its value: price is how much the customer will pay for the product and value is how much its set of benefits is worth to the customer (it is not financial).
In other words, value is the perception that a customer has about how much a given solution is worth or important for their problem. It is related to cost-benefit, in which the price is compared to the benefits (rational or emotional) that the product offers as a whole.
For example, two women want to buy a bag and demand quality in this purchase. However, one of them, in addition to the desire for quality, wants the status of a well-known brand, since her work brings her into contact with important people. This makes her make her decision based on the perceived value she has of the product, where price has less relevance in the context – although both want quality, only one is willing to pay for the bag that brings her this comfort and subjective benefit.
The shopping experience.
Brazilians are willing to pay up to ⅓ more on a product if the purchasing experience is positive. This is what the survey your online international shipping glossary by PWC “ Experience is everything. Find out what really matters to your customer ” says, conducted in 2018, but which still brings very important insights. Here are some of them:
- Of all those surveyed (15,000 people in 12 countries), Brazil is the one with the consumers who most value the experience during the purchase (89%);
- What adds value to an experience: speed, agility, ease, convenience, consistency, service, friendliness and the human factor;
- 40% of people would be willing to pay more to receive their purchases on the same day;
- A personalized experience can increase the value of a product/service by up to 23%, make the customer more willing to share data and even build loyalty;
- Almost half of Brazilians (47%) would abandon their favorite brand after just one bad experience;
- What most puts Brazilians off are unreliable companies, hostile service and employees with unpleasant attitudes;
- 76% of Brazilians would abandon a brand due to poor quality and 70% would do the same if they found a better price.
Increase your customer’s perceived value.
The higher the perceived value, the higher the uab directory of conversion. Here are some tips that can help your brand delight customers:
- DESIGN YOUR PERSONA
To know what a customer values, wants or needs, you need to study them. Always. Put yourself in their shoes, create a persona and invest in information to be efficient.