{"id":7883,"date":"2023-03-09T16:32:57","date_gmt":"2023-03-09T21:32:57","guid":{"rendered":"https:\/\/www.cadena.com.co\/?p=7883"},"modified":"2023-03-09T16:32:57","modified_gmt":"2023-03-09T21:32:57","slug":"personalized-experiences-new-ways-to-understand-the-consumer","status":"publish","type":"post","link":"https:\/\/www.cadena.com.co\/en\/personalized-experiences-new-ways-to-understand-the-consumer\/","title":{"rendered":"Personalized experiences: new ways to understand the consumer"},"content":{"rendered":"
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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.<\/span><\/p><\/div><\/div>

More than 81% of companies expect to compete largely or entirely based on\u00a0 <\/span>customer experience<\/span><\/strong> . This, in order to create authentic and valuable connections for users\u00a0 <\/span>according to a study carried out by Gartner.<\/span><\/a><\/p>

In fact, one in three\u00a0 <\/span>customers<\/span><\/strong> \u00a0express frustration with a\u00a0 <\/span>brand<\/span><\/strong><\/a> \u00a0in basic aspects such as not recognizing them as a frequent <\/span>consumer\u00a0<\/span><\/strong> or having sent them offers for products they had previously purchased.<\/span><\/p>

Brands must evolve and\u00a0 <\/span>generate connections<\/span><\/a> \u00a0and interactions with users. In this way, lasting relationships can be built in which they feel that they generate value.<\/span><\/p>

Experiential communications: the success story of Grupo Familia<\/span><\/span><\/p><\/div><\/div>

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.<\/span><\/p>

\u201cWe have learned that personalization is magical when we are able to respond to the needs of our most segmented communities and even to specific people directly. This is how we have managed to create links between customers and our brands\u201d, says Lucas L\u00f3pez, vice president of marketing for Grupo Familia.<\/span><\/div>
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Key points of your digital communications<\/span><\/h2>