One of the strategic components of the relationship between client and brand is the digital experience. It is not enough that it be satisfactory. It must also be differentiating and personalized to avoid frustrations during the consumer purchasing process.
More than 81% of companies expect to compete largely or entirely based on customer experience . This, in order to create authentic and valuable connections for users according to a study carried out by Gartner.
In fact, one in three customers express frustration with a brand in basic aspects such as not recognizing them as a frequent consumer or having sent them offers for products they had previously purchased.
Brands must evolve and generate connections and interactions with users. In this way, lasting relationships can be built in which they feel that they generate value.
Experiential communications: the success story of Grupo Familia
They transformed the focus of their portfolio promotion strategies by changing the way they display their products from the start of the business. Its objective, more than promoting sales, was to transfer knowledge and educate its consumers on responsible purchasing, physical and emotional well-being, and the correct use of hygiene and disinfection products to mitigate the spread of the virus. As a result, in record time, they created the channel www.cuidateenfamilia.com to be present in the most restrictive moments of the pandemic.
Key points of your digital communications
- Two-way communication with consumers
His goal is to have direct interactions with the audience to understand what their pains, feelings and motivations are. In this way they achieve recommendation, recall and connection with brands from emotions.
- Active listening
Along this path, they have more clearly identified the interests and concerns that their audiences have regarding social, environmental, well-being and mental health issues. In response to the opinions of their consumers, they created different initiatives, including:
Loving the Planet, in which women were invited to participate in the planting of more than 1,000 trees in the Amazon.
They made an alliance with WorldVision to deliver 60,000 feminine hygiene products to girls and young people from the most vulnerable strata, so that they do not have limitations in their daily lives, can attend their schools and enjoy their leisure time.
They created free consultation spaces with health specialists to accompany and advise their consumers during the pandemic.
- Communications within the organization
The key to the success of external digital experiences is to implement them for internal audiences as well. For this reason, it is important that employees are aligned with the purpose of the company , the business objectives and the shared vision.
- Omnipresence and multichannel strategies
One of the differentiators of Grupo Familia is that its brands offer ubiquitous experiences in any channel that the user looks for. To do this, they develop online navigation with a clear, easy and fast onboarding .
An example is Íntima wear , which has as an added value the freedom, security and confidence it provides in its sales channels , where they provide personalized advice and educate their consumers in an exclusive digital space for this solution.
- Receive and take action on customer feedback
Data creates value for consumers . For this reason, Grupo Familia optimizes communications to understand its communities, not in a massive way but in a personalized way, and thus they have managed to connect with more than 80 million people, focusing on their tastes, needs, and lifestyles.
One of the greatest lessons learned by Grupo Familia was understanding that its customer relationship points do not function as isolated entities, but must be interconnected to improve the digital experience. One example is the free clinics of the Nosotras brand, which have now been extended to other brands such as Pequeñín, so that parents also receive advice in their day-to-day lives.