In the dynamic landscape of today’s business world, digital transformation is reshaping how brands engage with their target audience. According to Euromonitor’s Voice of the Industry survey in 2023, 55% of industry respondents consider digital engagement as the most influential digital commerce development trend. Companies are leveraging various digital channels, such as social media, mobile apps, and online platforms to establish an immersive connection with their customers, and in the long term to cultivate a more loyal consumer base. Personalised experiences are also considered highly influential, encompassing different strategies, from advanced analytics to track purchase patterns to quizzes about product usage and routines, in order to help in purchase decisions.
Digital engagement is especially notable within Home Products brands, as the Voice of the Industry survey showed that 63% of the participants responded positively about this being an influential factor in 2023. In this online universe, strategies vary in their impact on the purchasing decision process and brand awareness. In Brazil, the company BASF, under the brand Suvinil, has launched an app for consumers to easily test home painting colours. In the social media space, global home care manufacturer Unilever partnered with TikTok in 2023 to officially launch the #CleanTok community, with home cleaning content available for several markets such as the UK, Brazil, Argentina, France, the Netherlands, Thailand, the Philippines and Vietnam.
As digital transformation continues to evolve, businesses that embrace these changes strategically are better positioned to not only meet but exceed customer expectations. The fusion of technology with customer-centric approaches is driving a paradigm shift in the way companies engage, personalise, deliver and distribute their products and services in the digital age.
Read our article, Loyalty and the New Normal, for more analysis on latest development of loyalty programmes. Download our new white paper, Top 10 Global Consumer Trends 2024, for in-depth trend descriptions, case studies and strategic recommendations.