Understanding your target customers is essential to all aspects of operating any business—and that includes logistics and fulfillment. When you understand customer behavior, you can grow your brand by serving them better, directly addressing their pain points and guiding them through the buyer journey.
This is where the concept of “consumer behavior” becomes vital for a successful multi-channel strategy.
Consumer behavior studies the actions consumers take throughout the buyer journey that ultimately lead them to select certain products and purchase. By understanding the behaviors of your ideal consumer—that’s the consumer who actually makes a purchase decision!—you are better prepared to adapt your marketing and fulfillment strategies to cater to that consumer.
Many factors influence consumer behavior, but they largely fit into five categories: psychological factors, social factors, cultural factors, personal factors, and economic factors. Everything influences consumer behavior, from internal and personal elements to external events. Breaking down this multitude of factors makes identifying and targeting consumer behaviors easier.
A consumer’s psychological state is one of the largest—and most difficult to address—factors influencing consumer behavior. Some of the easier-to-address psychological factors include how primed a consumer is to buy, how informed they feel about the product in question, and how they perceive the product or brand based on initial impression, customer reviews, and other encounters with the brand and marketing.
Other psychological factors like their attitudes and beliefs may be more difficult to pin down if your product does not directly relate to certain deeply held values.
Peer pressure and the opinions of others have always influenced consumer behavior. With social media influencers, it’s never been more true! If a product or company is popular in a consumer’s social circles, they are more likely to make a purchase than if it is disliked or criticized among their peers. Consumers are also influenced by their roles and status societally, from a high schooler’s popularity struggles to a CEO’s need to project a highly professional and successful image.
Now more than ever, it’s vital to understand and honor the cultural differences and values that influence consumer behavior. Race, ethnicity, identity, and upbringing are all large cultural factors, but one of the most important for understanding consumer behavior is social class, as this can heavily influence a consumer’s willingness to buy at certain price points.
Personal factors will vary from one consumer to another, changing their perceptions and behaviors on the buyer’s journey. Personal factors include things like age, income, occupation, and lifestyle.
While consumer preferences and needs are key drivers, we can’t ignore the economic factors that influence consumer behavior. Economic factors can be personal—income, credit, savings, and assets—but they can also be external, like the state of the local, national, or even global economy. For example, f the economy is rocky, consumers may reign in spending, or shift from luxury to bargain brands. In boom times, consumer behavior may trend towards splurging and spending.
Consumer behavior influences whether or not a customer will make a purchase, whether through retail or ecommerce. When these purchases involve any level of fulfillment and logistics, the consumer behavior becomes a powerful tool for understanding logistics trends.
Here are a few reasons consumer behavior is important in the world of logistics:
Analyzing consumer behavior makes it easier for businesses to distinguish one consumer from another, allowing the business to target specific groups of consumers. For example, an e-commerce business may notice a large number of orders for a specific product coming from consumers in the Pacific Northwest. Given this information, they can target that group of consumers by replenishing that product in warehouses near that target group.
Recognizing the behaviors that lead consumers to buy makes it easier to retain customers and avoid issues like cart abandonment or frequent returns.
Consumer behavior is tracked through data, and this data can drive better demand forecasting to ensure the right products are always available to meet consumer interest. Insights such as sales data, social media analytics, and customer feedback can all define consumer behavior and help improve demand forecasting.
Acquiring new customers has a cost. Marketing and advertising, referral fees and commissions, and fulfillment costs all add up to a business’s customer acquisition cost. But if a business has invested time and research into understanding consumer behavior, they can better target these costs toward the right customers, resulting in better lifetime value.
While consumer behavior is clearly important to analyze and understand, collecting that information is often easier said than done. That’s where having a third-party logistics provider like Smart Warehousing comes in handy!
With our cloud-based customer access, flexible integration solutions, and data-driven insights, consumer behavior has never been easier to analyze and apply to your business from every angle. In fact, Smart Warehousing doesn’t just give you the data—we use it for your business, too! Our replenishment services combine your unique consumer behavior data with our optimized network to exceed your customer’s expectations with reliable and speedy fulfillment.
It’s time to take the guesswork out of your fulfillment and logistics strategies. Contact our team today to learn more!