from consumer understanding to action - beko's approach to guiding and advising shoppers
TRANSCRIPT
Digital advice –From customer understanding to action
To start
CustomerJourney
Find yourBeko
Whatfutureholds
Official partner of the everydayEveryday – this is the key word for us in Beko, to which we gave many thoughts
Everyday happens
New generation of peoplemeans new generation of needs.
Explore Listen
Official partner of the everyday
Millenials are the core to look at when exploring, listeningand delivering.
SIMPLE HUMAN SMART SURPRISING
Customers values
Small is the new
charming:
• 17% of the EU-28 population livein overcrowded dwellings
• 48% of UK don´t have enoughspace for their furniture
Prefer socializing space to functionality
Also:
managing work-life balance has become more difficult in past 5 years
unappealing expensive
monolitic
complicated unintutitive
Lovecooking
Hatedoing dishes
So, what do they do?search engine
brand
retailerwebsites In-store
37% start searching weeks before purchase and
76% consider 1 to 3 brands
Researching/Learning phase
So, what do they do?blogs social media
live chats
product review websites
forums friends and family
29% believes in those recommendations enoughto pick a brand based on it
Evaluation phase
So, what do they do?Brand retailer websites product comparison websites
73% of shoppers visit stores to validate their online research
Product Selectionphase
To shorten their quest
Providing them with a solution to narrowdown the choice by emphasizing the
relrevant features and eliminating theirrelevant ones Serbia
Example
About the market68% Internet penetration
60% desktop usage
51% mobile usage
According to GCB, Serbians who recently bought a HA used the search engine, brand/retailerwebsites and price comparison websites to find the perfect appliance.78% compared choices online
Serbia tool customization:
Facebook data call center short surveys
51%
60%
Remain relevant,continue the upgrade
• Optimisation of the tool
• Inmersive content
• Multi-channel guided selling
• Product development strategy