At our Shift London event yesterday, Matt Braddy, founder of Rock Pamper Scissors, discussed changing consumer behaviour and how brands need to adjust.
Technology has significantly affected modern consumers’ expectations from brands, with simplicity being more important than ever. Retention is challenging nowadays and not many brands understand how the rise of the ‘now generation’ affects their strategy.
Matt Braddy of Rock Pamper Scissors presented many examples showing how brands can adapt to the changing consumer behaviour and here are the best cases to consider:
Uber is ‘spoiling’ consumers by offering a quick solution for their transport. Despite the controversy its concept has sparked, it is still an effective business model that proves the importance of understanding the audience’s needs.
Match.com / Tinder
Match.com was among the most popular dating sites that dominated the industry a few years ago, but the emergence of Tinder challenged this, as it offered users exactly what they wanted.
With Tinder they were able to use the dating app with no further commitment, while Match.com and other sites asked them to fill a registration form, including their card details, even for accessing the free trial.
Tinder saw an opportunity to avoid this by offering the ease of a mobile app, with the benefit of no commitment.
Giffgaff / O2
Giffgaff is sharing the same network with O2, but still, customers are way more satisfied with it. The difference between these two is the fact that Giffgaff is aimed at ease of use, leaving aside contract commitments.
Burger & Lobster
Restaurant Burger & Lobster, as the name suggests, offers just these two options. This simplicity allows the restaurants to focus on customers and simplicity of service, which turned out to be very successful.
Push for Pizza
What if you could order pizza by simply pushing (Read more...) button? Many people find this idea very appealing and that’s exactly why it is considered effective, proving again that people want simple and fast services in every possible aspect of their daily routines.
All the above examples remind us that every brand should aim for simplicity, but always without compromising the quality of the product.
After all, in Matt Braddy’s own words,
“If you don’t deliver the experience, someone else does”
How do you deliver the experience then in your own industry?
How Rock Pamper Scissors targets modern consumers
Rock Pamper Scissors is an app that hopes to change consumers’ behavior when they are about to get a haircut, as it combines a search engine with stylists, a guide on how to pick the right style and suggestions on the best stylists for the specific style, along with a booking platform for an appointment.
As Matt Braddy says, their ability to understand modern consumers (and ease their anxiety around picking their next hair style) and the option to book an appointment with a quick availability are the secret to its success.
Matt Braddy sumarised the session with the following tips, helping every business understand its audience and the need to approach the ‘now generation’:
- Reduce services to utter simplicity with no commitments
- Let customers have their cake and eat it
- Ask if you are focused on the real consumer problem
- Play with new tech – it’s your job
- Treat strategy as a soap opera
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