Anthony Capano, Regional Director for Intuit Mailchimp, ANZ, delves into the data to show how customer behaviours and expectations are evolving and what marketers can do to create stronger relationships with them.
Marketers today are navigating complex consumer-brand dynamics in which personalisation, trust, and value are key to building stronger relationships. In a recent report by Intuit Mailchimp, ‘Brand Trust In the Age of Information Overload’, the data paints a compelling picture of how evolving customer behaviours and expectations demand a strategic approach.
Audiences are increasingly seeking value and a sense of personal relevance in their interactions with brands. Four key trends are transforming this dynamic in New Zealand. Let’s explore one-by-one.
1. Consumers want data-driven personalisation – but also assurances
Consumers expect brands to offer personalised experiences. In New Zealand, 78% of them are happy to receive targeted recommendations based on their personal data after searching or shopping for a product. However, they also demand assurances about how their personal data will be used.
This dual expectation means that brands need to comply with all relevant regulations and ensure that their data usage policies are transparent and easy to understand. By offering clear, concise explanations of how data is collected, stored, and utilised, they can tap into the benefits of personalisation while building trust and fostering long-term relationships.
2. The next generation of consumers want products and services to come to them
In New Zealand, 53% of 18-to-24-year-olds and 59% of 25-to-34-year-olds believe that the future of personalisation means they won’t be searching for products and services; instead, these will find them. Marketers must embrace this shift by leveraging predictive analytics and AI-driven recommendations. This proactive approach enhances convenience and strengthens customer loyalty, demonstrating a deep understanding of individual preferences.
An AI-powered system could analyse a user’s browsing history and previous shoe purchases to send a personalised email featuring a new release in this category and timing it to when their current pair is likely to wear out. This attentive approach makes acquiring the new item a more convenient and appealing process, delivering value to the consumer while generating revenue for the business.
3. Customers are looking for value
Economic pressures may be driving shoppers to seek cheaper alternatives, but they still don’t want to compromise on quality. In New Zealand, 60% of consumers are actively looking for more affordable options to brands they have previously purchased. But 40% remain loyal to high-quality brands, even if they are more expensive.
Creative discounting strategies are one way to respond to this; they can drive purchases from new customers while protecting existing revenue. For example, predictive analytics can identify high-value customer segments and offer them exclusive discounts, encouraging larger cart sizes and higher lifetime value.
But brands should also highlight the value proposition of their products. And if prices must rise, be transparent with your customers: over half of consumers remain loyal to a brand if these are communicated openly.
4. Connection and trust are just as important as free shipping
More than half (54%) of customers in New Zealand said they are more likely to buy from brands they connect with and trust. But building trust involves reliability over time across multiple brand touchpoints: authenticity, transparency, and exceptional customer service are all key factors.
Great customer service is key to cultivating connection and trust. A “proven track record of excellent customer service” drives engagement for 48% of New Zealand consumers. Businesses should invest in tools that enable fast replies to handle queries and complaints efficiently. But long-term consumer trust often takes many other elements into account, too. Including sharing stories that resonate with shoppers’ values, engaging through diverse digital channels, or responding quickly to their feedback.
Adapting to the evolving marketing landscape
Marketers in New Zealand can tackle these consumer trends by:
- Investing in robust data privacy policies and clear communication with customers.
- Leveraging AI and predictive analytics to anticipate customer needs and deliver personalised experiences.
- Offering value-oriented options, such asloyalty programs, that provide tangible benefits to cost-conscious consumers.
- Fostering connections with shoppers through authentic communication, omnichannel engagement, and exceptional customer service.
Building deep connections and trust is like constructing a sturdy bridge. It requires careful planning, quality materials, and consistent maintenance. Each interaction lays another brick, strengthening the foundation of trust. By implementing these strategies, businesses can create enduring connections that support their sustainable growth in a competitive market.
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