We've been saying for years that "knowing the customer" is the key to success, but honestly, are we still convinced that simply knowing what our customers buy is enough to improve sales?
Probably not.
In today's fast-paced and hyper-connected world, what we once thought was certain now seems outdated. What consumers do today is often driven by a complex mix of external, emotional and contextual factors.
And that's the point: knowing the customer is no longer enough. If we really want to sell more and improve performance, we need to get inside their minds and understand the reasons behind their actions.
Only then can we be truly competitive and anticipate their behaviour in real time.
Now that we agree, where do we go from here?
We can no longer rely on the fact that a consumer has bought a product. That's not enough anymore. If a customer bought a T-shirt yesterday, clicked on a pair of shoes this morning and left a jacket in their basket tonight, what stories can we tell from these simple movements?
The real key is data correlation.
It's not enough to know what they did; we need to understand what that behaviour means in a broader context. When we see that a product has been bought, the real question is: why did they buy it? What triggered their behaviour?
And if we could combine those data points, bringing together signals from different actions, we could start to predict and influence consumer behaviour. If you think about it, Amazon, Netflix, and Nike already know how to do this - maybe we can too.
Our thinking is based on the analysis of some significant data:
Let’s stop for a moment. Numbers, in and of themselves, mean nothing without deep interpretation. Knowing the behavior is important, but the real challenge is understanding the reason behind that behavior. And to do this, we need to read between the lines.
A concrete example is Walmart: while many think it just monitors purchase behaviors, it actually analyzes and connects external events, such as season changes, sports events, or even weather phenomena, with the purchase of specific products.
For example, if most people buy more energy drinks in summer or during sports events, it’s crucial to be ready to offer those products at the right moment.
In today’s world, motivations are more complex than ever, and if we cannot read signals intelligently, we risk falling behind. If we truly want to understand how to improve sales, we need to evolve beyond just the purchase data: we need to interpret it and adapt our offer based on the context.
Our analysis is based on an evaluation of concrete data that allows us to draw some conclusions:
And here's the key question: if your competitors are already using these approaches, do you really have the luxury of waiting?
The risk of inaction is too great. We can no longer afford to ignore the potential hidden in correlated data. Companies that do have a competitive advantage that they cannot afford to lose.
Why is that?
Because the modern consumer is not only more dynamic and unpredictable, but also instantaneous. If we fail to pick up the right signals and adapt, someone else will.
To explore this concept further, we drew on real data to help us better understand its implications:
So how do we go about it?
The solution is not to create a complicated plan, but to take the first step. Without analysing and correlating data, we cannot do anything extraordinary.
But by starting with an assessment that helps you understand how to collect and connect different signals, we are already one step ahead.
Imagine being able to look at your data in a whole new light, correlating every action your customers take with their future behaviour. Imagine the difference it would make to your marketing and sales strategy if you could read those signals.
This isn't a futuristic vision. It's the present.
Our strategic goal is to take this step: starting with concrete data analysis, we can move to the next level where intelligent correlation is at the heart of strategies.
Perhaps you would like to give it a try: we leave you with a small assessment of our CONSUMER ROI+ to understand your starting point.
Maybe we can help you to "light a bulb"!