Whether it is new retail or boundless retail, no matter how the concept changes, whether it is valuable to consumers is the ultimate measure. Just like the concept of new retail: a data-driven pan-retail model centered on consumer experience. The most important thing is to make consumption feel good.
From the channel center to the product center, and then from the marketing center to the consumer center, the business logic has never changed from beginning to end, and it has only changed different focuses at different stages. The logic of business is always to sell the most suitable products to the right person with the lowest cost and highest efficiency.
Nowadays, with the arrival of consumption upgrading, consumers are no longer focusing on goods, functions, and prices, but also want to have higher pursuits in terms of emotions, cognition, values, and a better self. To meet the new needs of consumers under the new situation, we need to have a deep understanding of consumers' psychology.
To put it bluntly, business is a matter of dealing with people. It is important to know what your customers are thinking. In the era of mobile Internet and big data, there are 10 psychological needs that will never change.
1. A sense of security
As Maslow's hierarchy of demand talks about, a sense of security is the most basic psychological need of consumers, especially in such an era of endless information and endless products, complex choices bring consumers not pleasant enjoyment or relaxed consumption, but huge insecurity.
Consumers do not know which merchants are trustworthy and what products are worth buying. Making consumers feel at ease to buy has become an important obligation of merchants. From the increasingly perfect payment system to the 7-day unreasonable return and exchange, from the official flagship store to the store credit system, from user evaluation to the endorsement of the store owner and internet celebrity, it has become an important link in promoting transactions.
As the standardized store security system becomes increasingly perfect, consumers can no longer get a sense of security from simple user reviews, store levels, return and exchange rules, payment systems, etc., trust will become an important magic weapon for merchants to create a sense of security. Whether it is directly communicating with consumers through live broadcasts or videos, or the store owner and internet celebrities endorse their personality, it is a good way.
2. Laziness
There is a joke that all human progress comes from human laziness, just as manual toothbrushes become electric toothbrushes, just as unmanned shelves walked into the office tea room, just as accurate recommendations are slowly replacing product searches. As the urbanization process accelerates and the specialized division of labor is becoming more and more fragmented and precious. Consumers have neither the energy nor the will to spend too much time on consumption.
Merchants must remember that accommodating users’ laziness is the opportunity for merchants to win cruel competition.
Therefore, before Double 11, merchants will spend a lot of time encouraging consumers to add the goods they want to buy to the shopping cart, so that consumers do not have to spend a lot of time on Double 11 and cannot find the things they want to buy. If the order is late, they may lose the opportunity to purchase discounts. Therefore, there are few choices for price comparison websites, vertical e-commerce, and Internet celebrity e-commerce, but they live a very comfortable life under the shadow of Taobao and Tmall. Their professional and accurate recommendations save consumers' time in choosing, allowing them to buy the products they want more easily.
3. Satisfaction
Greed is human nature, and making consumers "think they have taken advantage of" is an important business method. Just like promotional methods such as coupons and threshold-free red envelope packages, just like psychological games such as 9.9 yuan and 99.9 yuan, just like merchants such as free shipping, rebates, and instant killing, just like member points, lottery, and recommendation friends to get xxx, the core is to ensure the interests of the merchant, let consumers benefit, satisfy consumers' mentality of taking advantage, and achieve a "win-win".
But concessions are only the primary means. For greed, the real importance of "there is no one and self", which is satisfaction.
Consumers actually don’t care how many red envelopes the merchant sends and how much profit the user has made. On the one hand, consumers' desires are unlimited, and no matter how many red envelopes are, consumers will not be satisfied. On the other hand, if too many red envelopes are sent, they will not give consumers much satisfaction. At this time, the unique membership privileges, and the exquisite products that can be displayed on WeChat Moments will make consumers more likely to shape loyalty. Just a simple concession will never satisfy consumers.
4. Compare and show off
Commercial marketing is often a psychological game played with consumers. If you meet a certain psychological need of consumers to the extreme, you will become a winner. Just like Starbucks, why are so many urban white-collar workers proud to post a cup of Starbucks on their circle of friends? Because Starbucks has given consumers a strong psychological hint through its exquisite decoration style, professional in-store service, unit price that has widened the gap with its competitors, exquisite brand image of a petty bourgeoisie, and consistent product quality over the years: drinking a cup of coffee at Starbucks is a very stylish thing. "Even if the competitors are cheaper than me, the coffee tastes better than me, and the decoration is more luxurious than me, I am still the white moonlight in the eyes of consumers."
Sometimes psychological superiority is more useful than red envelopes, especially now that everyone is getting more and more money in their hands and pays more and more attention to psychological needs.
In order to meet this kind of needs of consumers, it is imperative that consumers post orders, establish a membership system with certain thresholds, and establish various rankings.
5. Loneliness and boredom
Sometimes things are like this. On the one hand, users’ time is getting less and less and more precious. On the other hand, a large number of consumers don’t know how to pass the time. Therefore, online novels become popular, live broadcasts become popular, movie box offices are getting higher and higher every year, and various social tools emerge like leeks.
Boredom is the first driving force of the Internet.
Consumption often becomes a way for consumers to pass their time. Why many giants have turned offline? In addition to the clichéd online traffic costs, another more important reason is that offline has more room to display space to create a place to pass the time for consumers. Even if online shopping is useless, plus live broadcast and social networking, it will only take a few hours at most, but offline, consumers' time efforts are counted in days.
Solving consumers' loneliness and boredom needs is a huge opportunity for merchants in the future.
6. Beauty
Beautiful things are always refreshing. Beauties, handsome guys, cute kids, cute pets... As long as they are beautiful things, they can always arouse people's pursuit and love. In commercial marketing, it may be difficult for Midea to have a hit product, but it is the most mellow and silent.
Everyone has a love for beauty.
But everyone has a different definition of beauty. Designing and producing corresponding products based on different groups of people's perception of beauty has become an opportunity for a considerable number of entrepreneurs. So compared to the big brands that are aimed at the public, various small and beautiful stores live a very comfortable life.
7. Excite the follower
A very important point is that with the homogeneity of goods and the overall consumption level of society, there will be fewer and fewer shopping, and more people's consumption will become emotional and impulsive consumption. If you like it, buy it. Merchants don’t need to completely convince consumers, just choose themselves within the few seconds the consumers make their choice.
Therefore, exciting gameplay such as flash sale, rush purchase, lottery, and auction have become popular, and celebrity endorsements and Internet celebrities selling goods have become common. Merchants must understand that in future marketing logic, logically rigorous persuasion cannot compare to the momentary impulse at an emotional climax.
8. Rebellion
Unlike the previous generation under the influence of collectivism, with the growth of the Internet generation, personality and rebellion have become important labels for consumers in the new era. The unique expression of the self is their important consumption purpose.
I am me, a different firework.
Therefore, many unique products that are confused and make people become popular, and consumers have increasingly demanded for private customization. Just as big brands like Coca-Cola are gradually transforming from big stars to small internet celebrities when building their brand image, small, active and unique opinion leaders will become the new engine driving consumption.
9. Nostalgia
Every generation has its memories, and nostalgia is an eternal need. Tmall Recalls Supermarket’s planning activity evokes childhood memories of a generation of post-80s. In a corner of the city and in a Taobao store, there is never a shortage of users in a small store focusing on nostalgia.
The most beautiful old time.
Nostalgia will not become a hit, but it can become an important element to attract consumers. Even fashion cutting-edges like Paris Fashion Week will be nostalgic from time to time.
10. Anger
Now is an era of transparency. Facing customers’ complaints and bad reviews, smooth communication with customers has become the most cost-effective way to deal with them.
User dissatisfaction requires a channel to vent. The old concealment and escape are increasingly not the best solution. Facing customers sincerely, facing your own mistakes sincerely and correcting them quickly is the king. In the era of social networks, your mistakes will be amplified, and your sincerity will also be amplified.
Many times, there is no need to understand what consumers think. As long as you understand a consumer’s psychological needs, you can prescribe the right medicine.
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