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FEATURE


ENTERPRISE & INNOVATION


Businesses should know who their online customers are


Buying habits, for example, have changed dramatically.


Some 43% of UK consumers increased their online shopping during the pandemic, while 21% reported trying online shopping for the first time. At the start of the pandemic, Tesco was serving 600,000 customers online each week. By August, this figure had more than doubled to 1.5 million online customers weekly. Buying online requires an element of trust, so your


branding, reviews and ratings become an integral part of the sales decision-making process. So, in these changing times, they are more important than ever and it’s worth revisiting your branding with this in mind. Ask yourself: • Who are my customers - and have they changed significantly during Covid-19?


• Which customers bring in the most revenue - and has this changed?


• Who are my competitors - have they changed in light of Covid-19?


• Do I know my latest stats - web visitor numbers, conversion rates and ROI of advertising?


• What are the key personality traits of my brand - do these need to be updated (and do I shout about them often enough)?


These points really just scratch the surface, but they do get you thinking about your customers and re-evaluating their changing requirements. A useful way of consolidating this exercise is to devise a set of personas for the varying types of customer you have. For example, a business selling food might


differentiate customers by a variety of factors including age and income. So it might target "Sarah" - a 30-year old professional who prefers quality over quantity and is quite bold when it comes to cooking style. This persona can be taken further, to examine what car she might drive, who her


42 business network October 2020


‘It’s super important, post-Covid, that you keep a keen focus on the changing requirements of your customers’


favourite chef is and how many times she goes out to eat during the week. This information might sound superfluous, but it’s critical in the sense that it determines Sarah’s disposable income and lifestyle choices - all important influencers on her buying habits. Another customer type could be "Amelia" - a 20-year-old


who is looking for value products. And then there’s "Victoria" - she’s in her 40s, wants to buy organic and is looking for more imaginative ingredients that she can show off her culinary skills with - whatever the cost. And so on. Brands evoke emotions. They can delight us, build


confidence and loyalty and, ultimately, persuade us to buy. So it’s super important, post-Covid, that you keep a keen focus on the changing requirements of your customers, be quick to react and reflect these changes in all your future brand messaging.


To book a free one-hour consultation, visit www.ketchup.marketing


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