THE NEXT GENERATION DIY
LISBON 11-13 JUNE
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Speech Summary
We now have seven different generations of consumers to satisfy, each with their unique set of values and expectations. From Traditionalists to Generation Beta, while each generation has had social and cultural events shape their views, it is technology that continues to be the key influencer.
The old models of interfacing with brands and retail make little sense to the next generation of consumers. We are all in a Race for Relevance, and the DIY industry is no exception.
We live in a world of Space X and autonomous vehicles, humanoid robotics and AI. The future of DIY, both in terms of retail and how people live and work is up for significant disruption.
Help me solve a problem
Too much of DIY has been product focused. In every store and on every online marketplace, 1000 of products are shown and listed. But the customer needs solutions, not products. The key disruptors of any industry are usually from outside and focus on the consumer need and solution.
Focusing on the physical asset alone is generally short-sighted. The Hilton should have launched AirBnb, Hertz should have launched Uber, and Dominos should have brought Doordash to market. Focusing on what the customer needs is key, not what you already have.
What does our customer value?
What your customer values will change over time, as it always has. From availability, affordability and quality to convenience, customer values shift alongside their expectations.
The Phygital reality of our Physical and Digital worlds colliding also accelerates our need to leverage better connections with our customers. Recall the Octopus Energy example of playing the song, unique to you, while waiting on hold. It is in leveraging technology to make the customer feel that we add value.
Authenticity is also another key value for the modern consumer, and one that the next generation of DIY shoppers (Gen Z) really value. But above all, we need to focus on Connection.
Connection is everything
Connection is Everything. Otherwise, we are just selling tubes of glue and packets of screws, a commodity product.
Those brands that truly connect with their customers lay down foundations for the elusive customer lifetime value. And connection is usually beyond product – recall the Jumbo Chat Checkout or the Restaurant of Mistaken Orders, both service elements bringing connection to life.
We need to treat our customers, be they B2C or B2B, as the VIPs that they are. We need to make them feel special, unique, that they truly matter. We need to move away from a transactional model and toward a relationship one – one that fosters Customer Intimacy and not just Customer Experience. We want our customers to feel seen, heard and valued.
As the next generation of consumers head to an even deeper digital reality, human relationship and connection becomes even more important in brand relationship. Emotive connection is the only real differentiator in a world of good quality commodity products.
Tribal Belonging
We all seek a tribal belonging, a Swiftie army just like Taylor Swift. We all want the strength of connection she has with her fans for our brands, and we can foster it just as she did – by investing in the customer connection over the long-term.
The secret to success with any of the seven generations of customers remains the same – connecting with their values and needs in a way that is relevant to them.
Key Questions to ask yourself regarding your brand and customer relationship:
- What adjustments do you need to make to better understand the upcoming Gen Z and Gen Alpha generations for your brand?
- How can you do a better job of shifting the conversation away from product to solution?
- If you were to disrupt your sector, how would you do it (and why haven’t you already)?
- How can you leverage AI within the customer journey that makes the customer themselves feel seen, heard and valued?
- Where are the opportunities for Customer Intimacy in your business? Where can you go beyond simple ‘experience’ and foster a genuine sense of closeness with the customer?
- Where are the opportunities to build a tribal sense of belonging and community around your brand?
More content from Ken
To get a more detailed feel for Ken Hughes content, check out his Blog – The Blue Dot Consumer. Widely read by those in the marketing, customer experience and retail worlds, it is full of in-depth discussion and content relating to all things consumer.
A NEW YEAR & A NEW CONSUMER: HOW BETA BABIES WILL CHANGE EVERYTHING
COURAGE, TRUST & BELIEF IN CUSTOMER EXPERIENCE
THE HIDDEN LANGUAGE OF LOYALTY: CX CONNECTION IS EVERYTHING
For those too lazy to read blogs, and to view further visual content and past performances from Ken Hughes, check out the YouTube channel where he discusses all things consumer and customer experience related.
