El nou consumidor en l'era post COVID-19. Pau Virgili, professor d'ESADE.

1. El nou consumidor en l'era post Covid-19
Pau Virgili
4 de juny de 2020

2. Crisis?

6. CARGO CULT

8. Digital transformation: the
new costumer

10. Post Covid world

11. Lower income
hits a
majority

12. Consumers are pessimistic

13. Consumer
expect long
lasting
effects

14. Spain's
Economy is
based on
some of the
most
impacted
sectors

15. WW and Spanish consumers are
transitioning to online massively

16. WW and Spanish consumers shopping
online and switching retailers

17. Short term

18. Mid Term

19. 1. Super informed and empowered
consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0
Key digital trends
acceleration:

22. Online reviews Son la segunda fuente más fiable de
información para el 70% de los consumidores
Nielsen study 28.000 internet users

23. S
Do online consumer reviews
affect restaurant demand?
An investigation of Yelp.com
and restaurant data from the
Washington State Department
of Revenue

24. Contextual information

25. Clients have completed
of their purchase
process when they
contact the seller
US data B2B study Google

26. Consumers today..
• Can access full information
• Choose conversations with brands
• Can lead conversations at scale
In summary they are active partners

27. 1. Super informed and empowered
consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0
Key digital trends
acceleration:

28. An angry man walked into a store…

30. Target’s analysis takes customer data from MANY
interaction points, both physical and online and
relates them back to the GUEST ID
• Online browsing
• Online Cookie
• Email click-thru
• Mobile
• Registries
• Coupon redemption
• Store purchase
• Demos

31. Estimates that it has made $1B
by being able to predict who is
pregnant…

34. 1. Super informed and empowered
consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0
Key digital trends
acceleration:

35. Customer Journey
Illustration by: David C. Edelman and Marc Singer

38. Image credits & Source: Google & Ipsos Holiday Shopping Intentions Study

42. PDV DIGITAL

45. Comunidad liderada por la personificación de la
marca con la propia Rebecca Minkoff

48. Inmediatez y virtualización de
procesos

50. Gamificación

51. Contenidos expertos

52. Data analitics y geomarketing

53. 1. Super informed and empowered
consumer
2. Data, personalization and service.
3. Omnichannel
4. Consumer energy
Consumer 5.0
Key digital trends
acceleration:

54. Consumer energy
Product
co-creation
Content
creation
Message
amplification
Insights on
needs-journey

57. We have members, not
customers

59. Super Recruiter generates more sales than
our Display activity at x10 lower cost

62. influencecontrol

63. Pau Virgili
Thank you
linkedin.com/in/pauvirgili