I often work backwards from a consumers point of purchase. For example, and this is a bit left field – making an appointment at the hairdressers. Arguably, and hopefully sidestepping a sexist debate here, maybe more so for a woman. So, there could be a number of reasons for deciding to have a haircut, out of necessity, feeling like a look new look, or a special occasion.
So, first comes the thought, the idea, the decision. This thought fills the consumer with a subconcsious visual of what she/he will look like, a plan of when and how to get there and most likely a feeling of excitement and anticipation. That is Stage 1. Anticipation.
Stage 2 is the Action. i.e actioning the decision, going to the salon, making the purchase, This is where the decision is realised. The planned purchase becomes a reality. This is the point where the consumer experiences or indeed purchases the product or the service. This is the moment and the key point where the product or service takes over. In terms of a service, this starts from the off. Both visuals and customer service come into play. Walking into the salon, the consumer is most likely greeted by a receptionist. Now bearing in mind, this consumer or client, in this case, has made a conscious decision to choose this salon and has made the journey to this point, customer service must be at it’s very best. This level of customer services and mindfulness of the clients needs continues throughout the service.
Stage 3 is the Return. The continuation of the service or repeat purchases. The next stage is the Association. We all associate with brands in different ways and for different reasons. Watch this space for my blog on Brand Association & Subconscious Triggers
This psychology applies to all brands and services. We have a obligation to continually uphold respect for the consumer. We must never slip into complacency because we run the risk of losing custom.
I refer to my blog Listen & Evolve:
“One of the most important things brands must focus on is their relationship with the consumer. Like any relationship, communication and flexibility are key factors. Like any relationship, change is inevitable. Consumers needs change all the time. Their situations change, they evolve, they grow. Brands must learn to adapt and evolve too.
Be aware of these changes, learn to listen and adapt to change. Change is inevitable. Most changes happen for the better. We change because it is natural. We learn from our mistakes and we choose better and more efficient ways to move forward.
Listen to your consumer’s needs, like you would listen to a partners needs. Learn to adapt. Listen. Be ready to adjust. Be aware of all your opportunities.”