If you want to succeed in today's rapidly changing world of e-commerce, you should focus first and foremost on understanding your customers' needs and tailoring your offer to their preferences. Just how do you actually get to know them? All you need to do is analyse the market by taking into account several aspects, which we describe in the article.
Researching consumer trends - the basis for understanding customer needs
Keeping track of any changes that occur in customer behaviour and preferences is your duty if you want to be a successful seller. Why is such research important? First and foremost, it allows you to understand the needs of your customers and learn about their expectations. A consumer needs survey is a source of valuable information about what consumers expect from products and services. By learning about the preferences of your target group, you can more easily turn a potential customer into a buying customer.
How do you collect customer information?
There are many research methods available to gain an in-depth understanding of customer behaviour and expectations. The choice of the right method depends, among other things, on the specifics of your company, your research objectives and available resources. In this article, we will present just a few of the most popular methods with which you can research customer needs:
SALES DATA ANALYSIS: sales data alone can provide a lot of valuable information, e.g. about which products are most popular with your customers.
CUSTOMER INTERVIEW: a simple conversation with your customers usually provides the most information about their needs, expectations and experiences - there is no more valuable knowledge than that which you gain directly from the customer.
SURVEY: this is one of the simplest and most effective tools to explore your customers opinions, preferences and behaviours.
PARTICIPATION IN INDUSTRY FAIRS AND CONFERENCES: this is an excellent way to learn about market trends, gain new industry contacts, but above all, hear your customers opinions live.
SEARCH ENGINE TRENDS ANALYSIS: by analysing what is happening in the charts of trending topics in the search engines, you gather useful data about what consumers are searching for online.
REGULAR MONITORING OF SOCIAL MEDIA: monitoring social media allows you to not only track market trends, but also actual customer feedback on your products and services.
What can you gain?
Monitoring (by any method) your customers' behaviour is pure profit for your business! A very underestimated ordinary telephone conversation with a customer is a mine of knowledge that can become the key to the success of your business.
Even from a seemingly trivial conversation, email or survey, you can gain:
a better understanding of your customers needs and expectations,
a quicker response to changes in the market,
an advantage over your competitors,
stronger company-customer relationships.
All of this leads to improvements in your products, offering and service, and ultimately to increased sales!
Tailor your offer to your customer needs
Once you have gathered all the relevant information about your customers, it's time to start tailoring your offer to their needs and expectations. Here are some tips on how you can do this:
OFFER DIFFERENT OPTIONS: customers are not identical - not everyone has the same needs, so it is a good idea to include different options in your offer so that everyone can find something for themselves. Different options can include a choice of colours, designs or sizes of products, as well as tailoring product categories to a particular sales channel or country.
PERSONALIZE YOUR OFFER: whenever possible, try to adapt your offer to the individual needs of your customer, listen, ask questions and tailor your offer according to individual preferences.
CONCENTRATE ON BENEFITS: instead of just focusing on product features, start highlighting the benefits that the customer can get from their purchase.
BE FLEXIBLE: remember that you must always be open to change and further adapt your offer to the needs of your customers.
The benefits of tailoring your offer to the customer's needs
Let's look at customer needs research from the side of what your business can gain.
INCREASE SALES: customers are more likely to buy products that meet their real needs,
BUILDING LOYALTY: customers who feel supported, understood and valued are more loyal to the company,
BUILDING REPUTATION: a company that puts the needs of its customers first and tailors its offering to them can, as a result, expect to build a good reputation. Customers highly value this approach and are willing to share their positive experiences with others, which can translate into increased customer numbers, sales and profits.
Tailoring your offering to your customer's needs is one of the key factors in making your business a success. By taking the time to get to know your customers and tailoring your offer to their needs and expectations, you build a positive relationship between your business and your customers, and as a result, you will increase sales and build your good reputation. Remember, however, that this is an ongoing process that requires your vigilance and flexibility. Listen to your customers, monitor their needs and be ready to adapt your offering at any time.
