(From left down to the bottom): Ralph Rieker, Michael Huth, Carl-August Seibel, Manfred Junkert, Kai Moewes, Thomas Bauerfeind, Achim Bruder, Manuel Pauser, Harald Riess, Torben Schütz, Christiane Brunk, Stefan Markert, Georg Picard, Jan-Oliver Nannen, Stefan Blöchinger, Josefine Jost. In the photo, HDS/L board member Jens Beining (Wortmann) is missing. (Photo: HDS/L)
What do customers want? Strong brands!
Dr. Sophie Florian, Head of Insights and Analytics Retail on Google Germany, focused on the future, more precisely, the customers of tomorrow. Based on data, the expert sees exactly what people are concerned with – because they google afterwards. The consumers, she explained, are confronted with many changes and even disruptions. At the same time, they want stability.
Review of the past five years reveals what people are doing. Five years ago-keyword corona pandemic-they searched for online shops. After the shops were open again, there were offers “near me”. And overarching topics such as “inflation” and “tariffs” were also googled intensively. “We come from five years of constant changes and crises,” said Florian.
The desire for security and stability also affects consumption behavior. According to the expert, trends like the Adidas Samba are symbolic of this. At the same time, AI revolutionize the way we find out and how we consume. There are also a very large number of people who want to use AI, also to simplify their decisions. How do you navigate in this environment? Dr. Sophie Florian has prepared three theses for this. So the interest of working with AI has increased suddenly. Every hour updates 2 billion entries in the Google picture database. That is simply a overwhelming selection. This results in the fact that consumers want to simplify the KI, such as the running shoe, tailored to individual needs. This has also changed the product search. Those who used to google in the past make other search queries: fully formulated such as B. “Which shoes go with a wide trouser?” – and that in turn leads to other answers. Search queries are getting longer, more complex and personal. The 18- to 24-year-olds are the age group that is most looking for on Google. “Does the consumer find their brand when he is looking for it?” Florian asked the all -important question. “We already see today that companies that are AI drives achieve success.” She sees a great advantage in the fact that consumers ask specific searches. The AI could help find out the exact intention of the customer. The companies that are already working with AI can achieve significantly higher sales – and recognize trends earlier.
The relevance of brands play a major role. “I believe that the value of a brand will increase even further,” said Florian. Large brand promises would get even more weight in the future. In times of uncertainty, consumers consider whether they really want to buy a product.
Is it worth the money? According to Google, 55% of consumers state that they can no longer afford to make the wrong decision. So you research and find out in the run -up to a purchase. Depending on the result, you are also ready to buy products from a brand that you have never heard of – if the quality promise is right. If a brand invests in the promise of its consumers, it is more able to survive crises. “When I am convinced of your brand, I buy it. Also at the price you are calling,” said Florian. In order to move consumers to buy, you have to get away from rationality and emotional decisions, the expert is convinced of this. The price war is not a solution in the long run and not healthy. The price of a product is fundamentally important. Nevertheless, it is the emotionally charged brand, the innovative product or the new fire with the boy who ultimately triggers the purchase decision – it is simply “wanting”. “The currency of the future is trust,” said Florian.
