Consumer sentiment changes every hour of every day. Knowing what customers are thinking is the key to making good decisions for your brand. Here are the top stories affecting consumers this week. Keeping your finger on the pulse, made easy.
Savvy summer selling
Love Island has now been on our screens for four glorious weeks, and Missguided are making the most of it. Having partnered with the ITV reality hit, decking out all the islanders in their latest styles, they have enjoyed a 40% spike in sales from 7pm to midnight. Besides Instagram, Kenyatte Nelson (Missguided’s Chief Customer Officer) says it’s by far their most effective way to make daily contact with their target audience. Flip over the channel to the football and another, more unlikely fashion icon has been born. Gareth Southgate and his now signature waistcoat have boosted waistcoat sales at M&S by 35%. The England manager played down his newfound sartorial status saying that it went to show that “anything in life is possible.”
If you want to enjoy similar success, why not ask:
Which celebrity do you most admire or look up to?
Have you bought anything because of a celebrity? If so, who was the celebrity and what was the item?
Use these results to find who the best influencers are to promote your product.
The NHS celebrated its 70th birthday this week, but according to Jeremy Hunt we’re the ones getting a present. The government has announced an NHS app that will mean patients can arrange appointments, order repeat prescriptions and view their medical files from their phone. Security has already been raised as a concern, but the government has insisted that it will be even more tightly guarded than online banking. There have also been questions about whether it will speed up the system, or allow people who don’t really need a face-to-face appointment to waste GPs’ time.
If you’re considering introducing new tech to a part of your supply chain, why not ask:
How do you usually access our product/service?
On a scale of 1-10, how important is [security/convenience] to you when you use our product/service?
Use these results to make sure your latest development will only improve the core interactions between you and consumers.
Virgin Atlantic will no longer partake in deporting illegal immigrants, stating it was a decision taken “in the interest of all our customers and staff.” The airline have already announced their decision to the Home Office, and will no longer fly passengers to countries against their will. It comes after Sajid Javid, the home secretary, conceded that more than 63 people belonging to the Windrush generation were wrongfully removed from the UK to the Caribbean, some of them no doubt on Virgin flights. In addition, the danger in which deportation consistently places LGBT asylum seekers when they are sent to countries where homosexuality is illegal, is in deep conflict with Virgin’s upcoming sponsorship of Pride.
If you’re unsure about whether or not you’re still upholding your company values, ask your target consumers:
How would you describe [your brand] in one word?
How [honest/ethical/fair/customer-focussed] would you say [your brand] is on a scale of 1-10?
Use these results to check for a disconnect in who you think you are, and who consumers think you are, allowing yourself to recalibrate your policies if the two don’t align.
Food for force
The UK’s largest supermarket is looking to join forces with Europe’s largest supermarket in an attempt to buffer themselves against an upcoming price war. Tesco and the French superchain, Carrefour, have entered into a “strategic relationship” to speak to global suppliers together and combine their own-brand products. It’s a move propelled by both the merging of ASDA and Sainsbury’s, and the increasing competition from budget stores Aldi and Lidl, plus the growing presence of Amazon Fresh. In teaming up they hope to flex increased muscle with suppliers, and in turn be able to reduce prices on own brand items.
If you need to get an edge on your competitors, ask:
What are the main reasons you choose [competitor] over [your brand]?
What could [your brand] do to win your loyalty?
Do you believe you’re brand loyal when it comes to shopping for [groceries] or do you shop around for the best deal?
What are your priorities when shopping for [groceries]?
Use these answers to work out what to prioritise in your messaging, and whether partnerships might strategically strengthen your hold on the market.
If you want to launch a survey about any of these, or other current issues, just log in to your Attest dashboard and launch a survey to find out what real people are thinking right now.