Watch this exciting webinar hosted by Rait, where we discuss consumer trust in relation to AI, the role of social media in the shopping experience, and how you can use segmentation to create truly unique experiences for your customers!
Daniel Ebert Pedersen, Business Development Director at Wilke, explains how you can use jobs-to-be-done segmentation not only to understand customers' needs but also the underlying pains and problems they are trying to solve, when purchasing your products/services.
Jobs-to-be-done segmentation differs from traditional segmentations because this approach also addresses all customers' detailed underlying pains as well as the solutions that could meet them. Insights from a segmentation study based on JTBD can thus not only describe behavior but actually correct it, making it a fantastic tool when developing specific value propositions and products, prioritizing between different segments, and choosing the right channels for communication.
Further, it is possible to enrich the segments with insights about:
Customer journeys: Knowledge of customer journeys can reveal where to make a specific effort for each segment
Media behavior: Knowledge of media behaviour can reveal the best ways to get in touch with each segment. There can be differences in relation to digital maturity or preferred media platforms
Messages: Knowing which messages are more relevant for a specific segment, can optimise communication, so the budget spend on marketing provides a higher ROI
Selection criteria: Knowledge about which selection criteria are primary to a specific segment, can provide inspiration to innovation, or help optimise communication to fit the segment approached
In this webinar, Daniel also shares a case from our collaboration with the Danish retailer Storcenter Nord. Storcenter Nord is a large Danish shopping- and experience center with success in northern Aarhus. In its strategic focus, including families with children, the center aims to create tailored experiences for its customers. As part of this strategy, Storcenter Nord, in collaboration with Wilke, has conducted a comprehensive segmentation study, mapping the needs, expectations, etc., of the respective target groups. The insights, coupled with a strong strategic focus on designing great experiences and effective communication of relevant messages through the right channels, have resulted in increased customer traffic, revenue, and strong relationships.
Further, RAIT Group share insights from a large consumer study in the Baltics and Sweden about AI and social media. You can look forward to gaining insights about the consumers’ overall trust to AI, how they perceive its ability to increase efficiency and the top use cases. Regarding social media, we dive into social medias’ impact on product discovery, whether consumers find targeted social media ads interesting or intrusive and the impact personal referrals has versus influencer recommendations.
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