Name: Camila Andrea Ocampo O 2190960

Report: The future of category management: Top trends for the next decade
Date: April 28, 2020

1. Big Data: Revealing consumers’ behavior

When Big Data is incorporated, companies can develop a complete consumer identity strategy;

an authentic and evolving portrait of a consumer and his or her informed shopping trip through

persistent assessment of online and offline behavior along with demographics and

psychographics.

The idea of observing people's actions, habits and behaviors may not seem so innovative, but

being able to observe consumers at the level and use behavioral data models is, in fact,

detrimental to marketers and is fast becoming the core of every identity strategy.

As self-informed surveys increase, behavioral data analysis creates a picture of a consumer based

on their actual behaviors. These behaviors can range from what they buy online and offline to

behaviors as specific as the time of day they like to shop or how often they actually go to the

gym. With the data collected, it is possible to decide which is the ideal content for each of the

segments and which channel is more effective in delivering it. For example, Facebook and

Instagram are a great information bank that allows the clustering of profiles, where it is possible

to segment by sex, age, interests, demographics, among others. This is a huge advantage for

implementing customized campaigns such as the promotion of publications, videos, products or

events.

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Name: Camila Andrea Ocampo O 2190960
Report: The future of category management: Top trends for the next decade
Date: April 28, 2020
Using big data we can improve consumers' experiences and increase engagement, a real life case

of this is Netflix, it knows how to take advantage of the data that the platform provides, offering

a wide and personalized platform and certainly understanding its market niche has been key to

determine what type of movie or series works best with the female audience or which are the

series that may interest you according to what you have seen.

Intelligent marketing experts are continually developing methods that enhance and expand on the

knowledge gained from traditional qualitative and quantitative research. As a result, consumer

research as a whole is embracing a new wave of audience understanding with the help of Big

Data.

2. Reinventing the customer experience

To reinvent the consumer experience, you have to take into account the big data; these two issues

are linked, because when you want to offer an unbeatable customer experience, the first thing

you have to do is know who your customer is. And not only having a generic profile of our client

(young 20 years) but knowing each and every one of our clients in detail to be able to adapt the

communication to their specialty. It will be through data analysis that we will be able to know

each consumer so thoroughly. That said, it is important to process and centralize all the data that

can be collected from each consumer. Both online data (interactions in Instagram, purchases in

ecommerce, websites, etc) and offline data (purchases in physical establishments, amounts,

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Name: Camila Andrea Ocampo O 2190960
Report: The future of category management: Top trends for the next decade
Date: April 28, 2020
favorite shops). With them, we can have a comprehensive view of the customer, knowing their

tastes and characteristics in detail. It should also be taken into account that most of the data will

be dynamic since it has to do with consumer behavior, so it is essential to synchronize and

update the data in real time.

Managing these individualized experiences can be a huge task, since the possibilities, like the

customers, are endless. That is why we must use automation to carry out very precise campaigns,

but profitable in effort, time and money invested. Automation allows us to create diverse

scenarios that contemplate the multiple interactions that customers can carry out, and plan how

we are going to respond as a brand.

Although the great transformation of the customer experience is taking place in digital, we must

not forget that the offline channel is still the preferred one for the older generations. The

interaction in the physical store not only has to be of quality reinforcing the customer experience,

but it has to be aligned with the rest of the channels. Employees who carry out this physical

interaction need to have access to the customer data set. This is possible thanks to the clientele.

Customer service is a technique at the point of sale, which aims to incorporate humane treatment

and technology to improve the shopping experience. This tool allows access to all customer

information through a mobile device. In addition, the benefit is twofold because it also allows

store personnel to collect customer information, which is integrated into the customer's history.

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Name: Camila Andrea Ocampo O 2190960
Report: The future of category management: Top trends for the next decade
Date: April 28, 2020
When companies develop the customer interaction dimension, they manage to provide a unique

vision of their brand to customers, ensuring the consistency of the experience in the different

channels and simplifying the interaction standards to focus on the experience. However, there is

still potential to better exploit customer segmentation and customer journeys. When the firm

interprets what the customer wants, they follow up on the initiatives they have carried out in

order to act accordingly, they listen to and analyze customer feedback in moments of truth, and

they observe the consumer in order to better understand their behavior and be able to innovate. In

short, it is about identifying and interacting with the most influential people in your brand, and

doing so at the best time, through the best channel and with the right strategic message.

3. Ready or not, here comes the future

In the world we live in, capturing the attention of stimuli is a growing challenge. It is no longer

enough to create powerful and innovative messages: we must now communicate with each of our

potential customers in a unique way, appealing to their tastes, interests and needs in an

individualized way. Against this backdrop, personalization in our product and service offerings is

key to success. Consumer expectations are higher than ever, which means everyone is redoubling

their efforts. The future of marketing lies in generating relevant, useful and supportive

experiences. However, the process is still being defined.

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Name: Camila Andrea Ocampo O 2190960
Report: The future of category management: Top trends for the next decade
Date: April 28, 2020
Brands need statistics and technology to work for today's consumer. Consumers have hundreds

of points of contact along their buying route and it is necessary to identify what is relevant and

what is not. We are introducing innovations and new tools that make attribution, measurement of

business visits and programmatic purchases easier and more effective. Being clear about the

basics of mobile devices is essential.

To stay one step ahead of consumer needs, it is important to lay the foundation for working with

mobile devices. Marketers must think about how to optimize the entire brand presence on mobile

devices to ensure success in the future. And here, speed is key. No matter how great your mobile

site looks, if it takes too long to load, users will abort the mission. Business executives would say

that the trend is to continue improving customer interaction and connectivity. The Internet of

Things and the constant advances of 5g technology will have a big impact on marketing in less

than five years. Of course, vendors will continue to focus on mobile transactions, a market that

will grow thanks to the possibilities already offered by major manufacturers such as Apple or

Samsung.

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Name: Camila Andrea Ocampo O 2190960
Report: The future of category management: Top trends for the next decade
Date: April 28, 2020

Referencias
Hetherington. Ruesink. McCourtie. Goodwin (2016). THE FUTURE OF CATEGORY MANAGEMENT.
https://drive.google.com/file/d/1YUn6DHeXZQeSSZMRE8uPCXOa4ApjF1vr/view

Ayeli. I, Avery. J(2018) predicción de los gustos del consumidor con big data en Gap. LACC N 518-530,
HBS 517-115.