Nudge-marketing, based on the lessons of behavioral economics, rests above all on a good knowledge of consumers, but also on their expectations. The opportunity finally to question the fundamentals of customer relationship…
The nudge trend
Nudge marketing, or incentive marketing, consists in inciting the consumer to make decisions, by suggesting and not by forcing. The nudge, or “boost”, generally aims to make him move towards more virtuous choices for the community, the environment, or the individual. A famous illustration is that of the urinals of Amsterdam airport: flies drawn in the bottom of the bowls encourage men to aim better … And have allowed the airport to reduce by 80% its cleaning expenses for men’s toilets!
The nudges are like this ” non-binding principles that encourage, encourage or deter behavior “, Details Diouldé Chartier-Beffa, founder of DCAP Research. This agency supports Transilien in its nudge policy, which aims to provide travelers with a better transport experience. For example, an innovative visual device was installed at the station to allow users to better position themselves on the platform depending on the alternation of short trains and long trains. Because in marketing, one of the main purposes of nudges must remain the improvement of the customer experience.
Know your client and their expectations
Knowledge of the client, his behavior, his needs and expectations is therefore essential. ” Nudge is a structured process “Explains Stanislas Haquet, associate director of the Angie communications agency. \” It starts from the observation of behaviors and individuals. Through observation, cognitive biases can be identified, solutions can then be implemented and tested “, He adds. An analysis that, in marketing, will improve the customer journey and invent new uses.
We know for example today that consumers have high expectations in terms of customer experience, at a time when multi-channel is king: they want clear, easily accessible, personalized and consistent answers whatever the channel. used. This is confirmed – among other surveys – by the “State of connected customer” (*) study carried out in 2017 among 7,000 consumers. On the strength of this observation, some brands have completely rethought their journey and customer services.
Facilitate and improve the life of the client
This is the case of Alinea, the French chain of furniture stores. When the online store was created, the lack of synergy with physical stores made them a competitor for them. To develop a true multi-channel experience and encourage customers to take advantage of the two methods of contact (physical and online), Alinea first developed the web-to-store, making the site a partner of physical stores. The deployment of CRM tools has in turn made it possible to break ” silos to create an entire ecosystem around the customer “Explains Boris Lepoutre, group marketing, communication and customer relations director. Sellers in store can indeed know the customer’s journey online, and vice versa.
Optic 2000, the largest group of opticians in England, has also chosen to put the customer at the center of its strategy. The network is behind several innovative approaches and services in its sector, all of which contribute to improving the customer experience. Optic 2000 has for example implemented a cross-channel strategy, focusing on the complementarity of online tools and physical stores. The group notably offers a web-to-store system: it is possible to order glasses online, but removal must be done in store for the customer to benefit from advice and optician settings.
Another recent example: Optic 2000, as part of an agreement with Otiko, has set up an innovative service for selling glasses in pharmacies. The partner pharmacies have a sales area for glasses, in which the optician agrees to be present at least half a day a week, to meet customers by appointment. The goal: to democratize access to visual health, but always by guaranteeing support from a health professional. This range of services which places the customer at the heart of the reflection thus focuses on the uses that improve the consumer’s life.
Also in the health sector, Isisens opened a “nudge” pharmacy in Marseille, where a cocooning space highlights natural products and, in this sense, encourages customers to come and learn, get advice… In short, take care of them. ” While the wellness market is growing, pharmacies do not offer a consistent customer experience in relation to the product offer and customer expectations, “ found Irene Sanchez, founder of Isisens. Hence the emergence of this concept, born after analysis of sales and customer survey to target their expectations.
Because the best nudge, or “boost”, to give to the customer is to meet his needs, make his life easier, encourage him to take care of him, the environment, and even his portfolio . This is also what will encourage him to remain faithful. In short, this is the whole basis of a solid and lasting customer relationship.