01Identify your customer's profile and build successful strategies.
Retail as a whole has been innovating amid the pandemic to survive, and one of the ways to build resilience in the face of this challenge involves working to identify the new consumption behaviors triggered by this scenario.
To support you in this mission, we've highlighted the main points from a Nielsen study on Lifestyles (2019) that presents five profiles that will help us understand the changes in consumption habits among Brazilians. Check it out:
02The Dealmaker
Representing the majority of the Brazilian population, at 27%, the "Balancer" is a bargaining profile, mostly female, aged between 26 and 45, in social classes C1 and C2, who goes straight to the store to shop, drawn in by promotions. This consumer also loves street ads, flyers, catalogs, and whatever they see online. They often buy much more than planned and pay by credit card.
03The Trendsetter
This is the cool name for the "Aspirational" profile, an information-driven consumer who seeks a healthier lifestyle and shows concern for the environment: "33% compare prices on their phone while shopping, 70% check products and prices on the app/internet before going to the store, 72% like to buy and try new products, 55% carefully check nutritional information, 67% are willing to pay more for brands that care about the environment, and 81% spend more on products that improve their health." They make up 22% of the population, also mostly female and in a similar age range to the Dealmaker profile, in social classes A, B1, and B2.
04The Know-It-All
Classified as "Pragmatic Conscious", the know-it-all makes up 21% of the population, among men and women over 46, in social classes C2, D, and E, who listen to radio and watch TV but don't trust the ads on the small screen. They shop alone and always consume the same products and brands, even when they're not on sale.
05The Easygoing One
This is the "Dreaming Conscious" profile, at 15%, and they're usually women, in social classes C2, D, and E, who do the household shopping and pay in cash. They look for organic products and exercise regularly. This is a profile that's attentive to the cost of living, keeps an eye on savings, cares about the environment, and buys from sustainable brands.
06Always Online
This is the "Connected" one, representing 15% of the population up to age 25, in social classes B2 and C1. With a smartphone always in hand, their purchases are made online, and what attracts them are exclusive, personalized experiences with the brand and/or product. Focused on the collective, they're engaged with topics like prejudice, intolerance, and the environment.
Does your audience fit any of these descriptions? It's quite possible you'll identify a profile that combines several of these traits at once, and that's totally fine! It's extremely important to always look at your audience specifically, observing habits and traits so that marketing strategies generate the desired response and return. We still haven't seen a formula that applies as a rule to every type of business and segment — the safest path is to focus on your customer.
