Consumer goods and services
For decades, stakeholders in the general consumer goods, agri-food and home electronics industries were cut off from their end customers. Their only contact were retail distributors, who (sometimes) possessed key information on customer satisfaction.
The advent of customer loyalty cards allowed retail distributors to access useful, but monetized, data.
Nevertheless, the general consumer goods industry faced tremendous difficulties developing products that were in line with customer expectations. Instead, they met retail distributors’ expectations.
The boom of social media and the much-vaunted digital revolution are finally giving the consumer goods industry the tools to better know their customers, their users and their expectations, as well as to create communities.
Facebook, Twitter and YouTube present an infinite range of opportunities, provided that the use of such platforms is properly mastered.
The digitalization of the economy allows companies to access an infinite amount of data regarding their customers, thanks to the information we give online through written messages, posted videos, social network activity, visited websites, and so on. Digital marketing is one of the main pillars of the digital transition. To improve customer relations, companies rely heavily on digital channels to promote or sell their products. Such channels include websites, mobile sites, social networks, tablet and smartphone applications, etc.
Today, digital technology makes it possible to steer customer expectations, manage customer satisfaction and create attachment between a customer and a brand.
However, big data remains an instrument; success will always lie in the human factor, in the ability to use and decipher collected data and to give meaning to these seemingly endless resources.