In­stant feed­back is chang­ing how brands and con­sumers in­ter­act

Progressive Grocer (India) - - Expert Speak -

Over the years, with the in­crease in the avail­abil­ity and ac­ces­si­bil­ity of in­for­ma­tion and ed­u­ca­tional ma­te­rial, con­sumers are be­com­ing more health con­scious. Un­like a few decades ago, to­day’s con­sumers are ex­tremely sen­si­tive of the in­gre­di­ents used in a prod­uct, the man­u­fac­tur­ing pro­cesses fol­lowed and, more im­por­tantly, the value propo­si­tion a brand and its prod­ucts rep­re­sent. The end con­sumer wants to im­bibe th­ese big ideas and value sys­tems into their lives. We also see an in­crease in pub­lic aware­ness around a com­pany or brand’s CSR ini­tia­tives and the need for trans­parency. What a brand is do­ing to give back to so­ci­ety is a fre­quent topic of de­bate and dis­cus­sion. Ex­cel­lence and prompt com­mu­ni­ca­tion in th­ese ar­eas lead to a suc­cess­ful and widely ac­cepted brand.

Ad­di­tion­ally, so­cial me­dia has trans­formed the method­olo­gies through which con­sumers and com­pa­nies en­gage with each other. Com­mu­ni­ca­tion has be­come in­stant and is no longer uni­di­rec­tional as there are sev­eral ways a con­sumer can now con­nect with a brand eas­ily. Im­pact is mea­sur­able and data sys­tems are fre­quently used to el­e­vate a brand’s com­mu­ni­ca­tion strat­egy. The feed­back sys­tem has be­come more di­rect, trans­par­ent and im­me­di­ate. The age-old be­lief of the cus­tomer be­ing al­ways right still holds true and more busi­nesses are adopt­ing con­sumer-cen­tric ap­proaches to sales and mar­ket­ing.

To­day’s con­sumers are ex­tremely sen­si­tive of the in­gre­di­ents used in a prod­uct, the man­u­fac­tur­ing pro­cesses fol­lowed and the value propo­si­tion a brand and its prod­ucts rep­re­sent. — Arvind Var­chaswi MD, Sri Sri Tattva

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