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| WHY EPIPOLI |
THE CONSUMER
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The consumer, multi-dimensional individual.
We must forget the concept, now obsolete, of the consumption cluster. Mass socio-behavioural analyses are a net with holes too wide to contain the consumer, a complex individual, often aware of having acquired a central role. The traditional consumer no longer exists and, despite this, companies continue to offer products and services guided by the usual promotions and commercial offers, as if nothing had happened.
The consumer is changing into a purchasing mercenary, able, with advertising fliers, to buy a merchandiser’s best offer and spread out his purchases on the basis of low prices alone. His next acquisition is guided by a new promotion, but without taking advantage of it: the following week some other operator will offer the same item at a competitive price. Loyalty? This is continual training in commercial adultery.
Ready antenna are needed to observe these transversal avenues, to define strategies adaptable to specific needs and to offer values that are able to disseminate the company identity coherently. For company success, it has become crucial to acquire the objective elements of evaluation of client satisfaction and to enact a harmonious system to maintain and improve the relationship.
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