After the pandemic, 86% of the Spanish population buys and sells online, causing 1 in every 5 dollars sold worldwide to be processed online. Will brands know how to integrate the physical and the digital? We really are facing a complex challenge, but essential for those responsible for marketing and business of the new era. No matter what market or sector you operate in, the time has come for hyper-personalization. Concept that has led the discourse of the SAP Commerce Forum. In a new reality of fierce competition and mature markets, the experience economy is here to stay. How does this translate to customer management and e-commerce? In the opinion of Emilio Osete, CEO of Digiu Digital, sponsor of the SAP Commerce Forum: "Customers need to respond to these market demands with speed and flexibility never seen before." No one doubts digitization or technology as a tool for transformation anymore, but we must understand that digital business models are themselves changing tremendously. "Today we can no longer just talk about channels, but about the need to create digital platforms and ecosystems that allow us to adapt our strategy at all times," says Osete.
On the other hand, at this point, we are supposed to already know our clients. Data management, segmentation and grouping should already be implemented in organizations. A brand that today does not know its customers is destined to fail. How else can you create unique experiences? If not, how do you know what content to post on social networks or with what type of messages to interact with them? We are facing an unfaithful and tremendously personal demand that demands immediacy, so we have to build tools that allow us to give an immediate response. Digital projects must be simple, fast, sequential, adaptable and scalable. According to Emilio Osete: “The market doesn't wait and it is also unpredictable, like us, we continually evolve. Digital technology must, now more than ever, be prepared for this new reality”. As brands, we have an obligation to engage with our customers honestly and transparently, regardless of channel. We must be creators of global experiences, for this, the physical has to be supported by the digital and vice versa. The experiences must be “phygitals” (union of the “physical” and the “digital”). Technology has to leave the Internet to enter the points of sale if we really aspire to capture the consumers of the future: The "digital natives", with a very different way of consuming and loyal to emotion.
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