Le imprese si ritrovano a dover destinare la propria offerta a consumatori sempre più esigenti e attenti alla qualità della relazione e dell’esperienza con i brand e i prodotti delle aziende. Partire dal focus sul prodotto, per poi arrivare allo sviluppo di una relazione profittevole con i clienti, attraverso la gestione di tutte le fasi del processo di acquisto. Con l’evoluzione del consumatore postmoderno, le imprese rafforzano l’engagement del cliente. Con la diffusione dei social network e con il cambiamento degli stili di vita del consumatore, la visione del cibo è mutata: le persone non hanno tempo per cucinare e per questo motivo ricercano piatti pronti e semplici da un lato, ma sani dall’altro, ponendo maggiore attenzione al consumo di prodotti bio e di “cibi senza”. In questo settore le imprese hanno quindi adeguato la loro offerta a queste esigenze, ricorrendo a diverse forme di specializzazione e trasformando il cibo in un elemento esperienziale. L’impresa ha il compito di ascoltare e interpretare le esigenze sofisticate del consumatore postmoderno al fine di creare un’esperienza che trasmetta i valori di tradizione, semplicità e qualità tipici dell’azienda. Questo rappresenta per le imprese la sfida del presente e del futuro. L’obiettivo delle imprese resta sempre lo stesso, cioè quello di sopravvivere in un contesto molto competitivo; cambia, invece, l’approccio utilizzato per raggiungere questo risultato. Si è passati da strategie meramente focalizzate sulle transazioni e sui volumi di vendita, a strategie che privilegiano le esigenze di questo nuovo consumatore.
Nicolangelo Di Stasi
Per approfondimenti, inchieste ed opinioni, clicca sulla scritta in basso.
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26 Maggio 2023 at 07:41
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26 Maggio 2023 at 01:07
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18 Maggio 2023 at 06:02
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