Consumer

Consumers are the ultimate purchasers of goods and services, who acquire them for their own personal or collective use. They are often regarded as the end users of a certain product or service, and play an integral role in driving the economy.

A Scenario : Understanding Consumer

Sara, the marketing manager at a clothing retailer, was assigned the responsibility of boosting sales. To do so, she carried out market research and found that the target audience of the company were mostly women aged between 25-35 years old who wanted fashionable clothing without breaking their budget.

To target her desired audience, Sara adopted a consumer-oriented marketing approach. She created social media campaigns tailored towards working women, as well as provided discounts to customers referring their friends and family. Moreover, she introduced a loyalty program for devoted shoppers.

To better serve her customers, she implemented a CRM system to store their preferences, track their purchase history and integrate feedback. This enabled her to personalized the shopping experience by recommending relevant products & offering exclusive deals.

The implementation of a CRM system into the company resulted in an increase of sales and customer satisfaction. Furthermore, it helped the company maintain existing customers and allowed them to find untapped markets.

In this scenario, the company was able to see a rise in sales & consumer contentment. Knowing one’s target customers and what they look for is fundamental in constructing & deploying successful marketing campaigns.