Your customers are the biggest asset. Without a strong customer service, a business will fall apart. Maintaining a good relationship with your current customers is as important as acquiring new customers for business growth.

In this article we will check in with five consumer groups to see what’s important to them.

  • The “Affordability first” customer
  • The “Planet first” consumer
  • The “Experience first” consumer
  • The “Health first” consumer
  • The “Society first” consumer

Embracing frugality as a way of life

“Affordability first” consumers have a high focus on cost and price. They put high priority on sustainability. Many of them are pessimistic, and need to have everything under control.

What we need to keep in mind.

  1. Optimize prices and simplify choices. Extent the range of lower price alternatives as part of your brand proposition in essential categories.
  2. Make the spending experience more personal and easier for the customers to get services or buy products at discounted prices.
  3. We may be at a turning point where sustainability in not only important but necessary for business success.

Making sustainable choices for a better future

The “Planet first” customers are more conscientious about the products they buy and the companies they support. They are looking for ways to reduce their environmental impact and are willing to make sacrifices in order to do so.

What we need to keep in mind.

  1. You have to be honest concerning your services and products. Also, customers need to understand the way of pricing.
  2. Invest in developing sustainable and recyclable solutions, including plant-based solutions.
  3. Be mindful of the fashion demands, as they want to keep up and will pay for it.

Living for today not tomorrow

The “Experience first” consumer have above average income and education. They are extremely concerned about their household debt, but they are also optimistic. They care about the environment, but it is not their priority.

What we need to keep in mind

  1. Keep quality high. They are unwilling to sacrifice quality for sustainability.
  2. Create unique opportunities and experiences.
  3. Use innovative products and digital channels, which can create a sense of exclusivity and fun for the customer.

Focusing on their personal wellbeing

The “Health first” consumer prioritize their physical and mental wellbeing. Despite that, they are not more concerned about health, than others. They are open to try new experiences, but they will try to avoid the crowds for health reasons.

What we need to keep in mind

  1. Use innovative plant-based products, that combine physical health benefits.
  2. Offer health and beauty services, such as face massage, head massage etc.
  3. Keep everything clean and organized.

Making choices that benefit their community

The “society first” consumers are concerned about rising cost of living. They change their habits to reduce cost. The feel responsibly to encourage others to adopt sustainable behaviors.

What we need to keep in mind

  1. Focus on transparency on the supply chain. That way you build trust.
  2. Make sure that your business policy is beneficial for communities For example recycling etc.
  3. Connect your services and your products with causes, that people care about. For example, animal testing free products etc.

In conclusion, the cost is major concern for many people around the world, but it is not the priority for everybody. By understanding what really concerns our customers, we can serve them the best!

If you found our article useful, you can browse the rest of our articles on the Salon Proactive blog.

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