“Mood and atmosphere changes everything. Context of how your consumer feels when engaging with your brand matters”.
The emotional connection and joy we get when engaging with a brand that is perfectly positioned for us isn’t elusive nor luck-based. It is curated by the company through a series of analysis and clinical data collection, forming solid consumer insights and consumer profiles.
At LaBrand, upfront consumer insight and analysis always form the foundations for each and every client we work with. It is what we like to call the stage of diagnosis; Who are they? What are their attitudes and influences? What do they want? Where do they discover products? How do they shop? These findings initially guide your consumer profiles and personas, which will be finessed once the DTC is LIVE, and we collect that all important – data.
We believe in embracing the negative. Understanding the good, bad and the ugly opinions of your brand and products is integral to effective strategic planning and adapting a consumer-centric approach. We endeavour to continuously enhance consumers’ experience with your brand, which can be aided with valid consumer feedback. Thorough consumer insight, complimented by discovery into the market, category and your brand story, forms the recipe for uncovering your digital competitive advantage.
In order to remain relevant and grow sustainably, you’ve got to know your consumer inside out. We set out by developing a strong understanding of how to attract, resonate and connect with your consumers, followed by a tailored DTC proposition and undeniable site offering. Whether it is through personalisation, uber-convenience or an educational positioning, we proactively use data to serve your consumers and pinpoint their needs. This is the ‘holy grail’ for all brands – being able to forge such strong connections with consumers that not only secure sales and build repeat purchase, but also nurture long-term loyalty.
Consumer segmentation helps create compelling consumer journeys that maximise conversion.
Once we’ve established the target audience, it is critical to map out their consumer journey – on and off site. Understanding how to initially capture their attention and push them to discovery, purchase and ongoing engagement, will be the guiding policy for the site’s functionality, trading mechanics and marketing activity.
The importance of consumer insight and data isn’t limited to the beginning of your DTC journey. Continuously tracking new and existing consumer journeys is key in order to convert browsers into consumers and consumers into loyalists. Targeted marketing approaches, drip campaigns, consumer feedback outreach and ongoing optimisation of the site’s UX will be undertaken to ensure a cycle of added value is maintained for your consumers. There’s a lot to consider and collate, so collaborating with a dedicated team of specialists is essential.
Customer-centricity is key. Understanding your consumers and optimising their journey through ongoing insight and data collection is what we believe to be one of a brand’s most invaluable assets.
Ready to get closer to your consumers and enhance their brand experience? Get in touch today to get started.