Identify your customer profile and create successful strategies.
Commerce as a whole is innovating amid the pandemic for the survival of the business itself and one of the resources to gain strength in the face of the challenge involves a commitment to identifying the new consumption behaviors triggered by this scenario.
To support you in this mission, we highlight the main points of a Nielsen survey on Lifestyles (2019) in which five profiles are presented that will help us understand the changes in lifestyle habits consumption of Brazilians. Check out:
Dealer
Representing the majority of the Brazilian population, they are 27%, the “Equilibrista” is a negotiating profile, mostly female, aged between 26 and 45 years old, from classes C1 and C2, who goes straight to the store to make purchases, attracted by promotions. Furthermore, this consumer loves street advertisements, leaflets, catalogs and what they see on the internet. Often buys much more than expected and pays with a credit card.
For Frentex
This is the cool name to classify the “Aspirational” profile, an information consumer, who seeks a healthier life and shows concern for the environment: “33% compare prices on your cell phone while shopping, 70% see products and prices on the app/internet before going to the store, 72% likes to buy and try new products, 55% carefully check the nutritional information, 67% are willing to pay more for brands that think about the environment and 81% spend more on products that improve health.” They are 22% of the population, also with a female majority and an age group similar to the negotiating profile, from classes A, B1 and B2.
Knows all
Classified as “Pragmatic Conscious”, the know-it-all corresponds to 21% of the population among men and women over 46 years old, from classes C2, D and E who are radio and TV audiences, but do not trust advertisements on the small screen. He does his shopping alone and always uses the same products and brands even when they are not on sale.
Tranquilão
This is the profile of the “Conscious Dreamer” by 15% and they are normally women, from classes C2, D and E, who do the household shopping and pay in cash. Look for organic products and practice physical activities. This is a profile that is attentive to the cost of living, with an eye on the economy, engaged with the environment and a customer of sustainable brands.
Always online
He is the “Connected” and represents 15% of the population up to 25 years old, from classes B2 and C1. With a smartphone always at hand, your purchases are made online and what attracts you are exclusive and personalized experiences with the brand and/or product. Focused on the collective, it is committed to topics such as prejudice, intolerance and the environment.
Does your audience fit any of these descriptions? It's quite possible that you identify a profile with several of these characteristics together and that's okay! It is always very important look at your audience in particular, observe habits and characteristics so that management strategies marketing generate the desired reaction and return. We have not yet seen a formula that applies as a rule to all types of business and segments, the best way is to focus on your customer.
