"Metà del denaro che spendo in pubblicità è sprecato; il problema è che non so quale metà".
Questa celebre frase di John Wanamaker, imprenditore e pioniere del retail moderno, evidenzia una sfida ancora attuale nel mondo del marketing: misurare l'efficacia degli investimenti pubblicitari.
Lo stesso vale per le promozioni nei retailer. Sebbene il prezzo base sia due volte più importante delle promozioni per la percezione del prezzo da parte dei clienti1, le promozioni possono fare la differenza in un momento in cui i consumatori credono che i prezzi siano più alti di quanto non siano in realtà, e che i retailer stiano guadagnando margini di profitto elevati. La vera domanda è: come gestire al meglio le promozioni per influenzare la percezione positiva? Come massimizzare l’efficacia degli investimenti di margine nelle promozioni?
La sfida principale nella gestione della percezione è gestire in modo coerente il prezzo base e le promozioni per migliorare l’esperienza del cliente.
Consideriamo l'esperienza di un cliente in negozio: entrando, probabilmente incontrerà prima il volantino settimanale, seguito da una serie di cartelli e display che promuovono articoli che potrebbero essere, o meno, inclusi nel volantino. Mentre cerca di mettere insieme queste informazioni con le offerte ricevute tramite il programma fedeltà, si imbatte in ulteriori sconti sugli scaffali, con meccanismi promozionali che vanno dai semplici "Prendi 2, paghi 1" a promozioni complesse che richiedono acquisti incrociati tra categorie. A tutto ciò si aggiunge un sistema di prezzi a due livelli per i membri del programma fedeltà. Secondo uno studio classico, solo metà dei clienti riesce a ricordare con precisione il prezzo di un articolo appena preso dallo scaffale2. Per i clienti, la percezione è realtà.
E ci sono altre sfide: risorse promozionali messe a disposizione dei fornitori scollegate dalla domanda dei consumatori, decisioni su iniziative commerciali basate su pochi dati e su piani obsoleti o intuizioni, comunicazione ed esecuzione poco strategiche e mancanza di un processo end-to-end. In tutto questo, l’elemento che spesso manca è quello che dovrebbe essere al centro di ogni decisione: cosa è meglio per i clienti?
Per prendere decisioni guidate dal cliente e basate sui dati, i retailer devono essere in grado di analizzare i dati di prima parte, che solitamente provengono dai programmi fedeltà.
Cosa succederebbe se trasformassimo quell’esperienza caotica descritta all’inizio in un’esperienza chiara ed entusiasmante, con un messaggio unico e consistente sul valore offerto? Sebbene il prezzo base influisca più delle promozioni sulla percezione dei prezzi, è altrettanto vero che le promozioni creano entusiasmo.
Nel nostro Retailer Preference Index (RPI), classifichiamo i principali retailer italiani non solo in base alle performance finanziarie, ma anche considerando il coinvolgimento emotivo che generano nei clienti. Infatti, attribuiamo lo stesso peso a entrambi i fattori. La chiave per trovare il giusto equilibrio tra prezzo base e promozioni rilevanti è comprendere meglio i dati sui clienti, utilizzando la scienza dei dati.
Ecco sei aspetti da tenere in considerazione per migliorare la percezione dei prezzi:
Il cambiamento è necessario. I clienti stanno attraversando tempi difficili, e i retailer devono andare oltre il semplice prezzo base per fidelizzarli e costruire un rapporto di fiducia. Sebbene Il prezzo base resti il fattore più importante per migliorare la percezione del prezzo4, una strategia unificata di prezzi e promozioni, supportata dalla scienza dei dati sui clienti, può permettere ai retailer di creare un legame emotivo con i propri clienti, ovunque si trovino.
1 The sixth-annual Retailer Preference Index (RPI) for U.S. Grocery, dunnhumby
2 The Consumer Pulse report 2022, dunnhumby
3 dunnhumby pricing research, 2023
4 The sixth-annual Retailer Preference Index (RPI) for U.S. Grocery, dunnhumby
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