The curious case of a spoiled buyer – Brand Wagon News

By Sumit Zawar

I often think back to my childhood days when we had limited options—whether it was choosing a soft drink, buying a TV, or even choosing the local grocery store. There was nothing to compare or bargain with. The brands that captured our imagination from the start have stayed with us. Loyalty was simple, almost instinctive. Fast forward to today, we live in an era where customers are “spoilt for choice.” Nowhere is this more true than in Indiawhere the landscape was completely transformed.

Today’s Indian buyers are conscious of their choices, making them increasingly demanding. The era of blind brand loyalty is over. The client will instantly switch if there is a better offer or more convenient service elsewhere. And this phenomenon poses a unique challenge for brands trying to build long-term loyalty in an increasingly crowded and competitive environment. market.

Spoiled Indian Client

Indian consumers today have access to a dizzying array of products and services, from global brands to local startupseveryone is fighting for attention. Every customer interaction now becomes a battlefield, and the power lies with the spoiled customer.

Imagine walking into a supermarket with a list of items to buy. You find yourself surrounded by a huge number of options for every product on your list. From toothpaste to smartphones, the options are endless. This is the reality for the modern Indian consumer. With the proliferation of brands and the advent of e-commerce, customers are no longer bound by geographic restrictions or brand loyalty. They are spoiled for choice, and this abundance has made them more demanding than ever.

For example, in online travel industryplatforms like MakeMyTrip, Cleartrip and EaseMyTrip offer many discounts and cashback offers. Customers regularly open multiple apps to find the best deal before booking a flight, hotel or vacation package. This experience is no longer about brand loyalty; it’s about finding whoever can offer the cheapest or most convenient solution for that particular trip.

Numerous brands, both new and existing, are looking to capture the attention of customers on online marketplaces, which has a direct impact on profitability. This results in a price war or higher CAC. One of the new trends that has started in the Indian D2C space is brands directing customers to their own platforms and websites. However, there are problems here.

Cost of acquisition: skyrocketing

One of the most dramatic changes we’ve seen over the last few years is the cost of acquiring a new customer. Marketing Budgets that once covered an entire year’s worth of activities now barely allow us to survive for a few months. Paid media campaigns, influencer marketing, content strategies, SEO are all becoming more expensive as competition gets tougher. And yet, the return on investment for many of these efforts diminishes because the spoiled customer does not remain loyal.

The challenge isn’t just about attracting customers; it’s about preserving them. Bain & Company’s 2022 report on digital commerce in India notes that acquiring a new customer can cost five times more than retaining an existing one. Moreover, as e-commerce grows in India, more brands are entering the market, resulting in higher spend on paid advertising and customer acquisition. But despite increased costs, clients don’t always stick around long enough to make those investments profitable.

Creating Brand Loyalty in the Age of the Pampered Customer

This challenge requires brands to rethink their approach. The spoiled Indian customer may be difficult to retain, but winning them over is not impossible. What is needed is a change in the way we interact with them.

1. Hyperpersonalization. In a sea of ​​sameness, personalization can make all the difference. Customers want to feel like brands understand them, their preferences and pain points. Hyper-personalized messages, offers, and experiences show the customer that you treat them not just as another entry in your CRM, but as an individual.

2. Seamless omnichannel experience. Indian customers expect brands to meet them where they are, be it WhatsApp, social media, email or even SMS. A seamless omnichannel experience means that regardless of platform, a brand delivers the same level of service and personalization. For example, starting a conversation with customer service on WhatsApp and continuing it via voice without having to repeat the problem is the type of flexible experience that delights customers and increases their loyalty.

3. Emotional connections. Loyalty programs or discounts are great, but they are not enough to keep customers staying with you. The emotional connection a brand creates with its audience is much more lasting. Brands that successfully communicate their values, purpose and story create resonance that extends beyond the product or service. Think about how brands like Tanishq and Manyavar have infused themselves into Indian culture, creating an emotional appeal that is hard to ignore.

Dialogue channels to help

So how do we maintain that personal touch, scale it, and keep our customers engaged? This is where conversation channels come to the rescue.

Imagine having a one-on-one conversation with each customer, understanding their needs, preferences, and concerns. Impossible at scale, isn’t it? Not anymore. Communication channels such as WhatsApp Business, RCS and chatbots are changing the way brands interact with customers. These platforms allow brands to have personalized conversations with their audience in real time, offering instant answers, solving problems, and even making product recommendations based on their past behavior.

These channels don’t just facilitate communication; they create engagement. A brand that engages a customer in a meaningful conversation—whether through a chatbot answering a simple question or a human stepping in when things get complicated—is sure to leave a lasting impression.

The role of artificial intelligence in interaction with customers

AI-powered tools are reshaping the customer experience by providing deep insight into customer behavior. With machine learning, brands can analyze customer interactions and predict future needs. AI can help deliver hyper-personalized experiences, whether it’s suggesting the next best product or providing timely customer support.

AI-powered chatbots already handle a significant portion of customer service requests, allowing brands to scale their operations while maintaining high levels of personalization. These bots are no longer the clunky, useless tools they once were. Today’s AI-powered chatbots understand context, tone, and even complex queries, allowing them to provide customers with accurate and relevant information. Moreover, the ability to integrate artificial intelligence into conversational channels ensures that the customer experience remains the same, regardless of the platform they use.

The future of loyalty in India

So what does this give us? Indian customers have more options than ever, but they are also more willing to listen—if you speak their language, understand their needs, and meet them where they are. Gone are the days of brand loyalty based solely on product excellence. Today’s customer demands convenience, personalization and emotional connection. And those brands that can rise to the occasion will attract not only their attention, but also their loyalty.

The curious case of the pampered customer presents both challenges and opportunities for brands. While increasing demands and lack of loyalty can be daunting, they also push brands to innovate and improve. By focusing on exceptional customer experiences, offering value beyond price, and leveraging conversational channels and artificial intelligence, brands can navigate this challenging landscape and build lasting customer loyalty.

The spoiled customer is here to stay and we as brands must adapt or be left behind.

The author is Vice President of Marketing. Route Mobile Limited. (Opinions expressed by the author are not necessarily those of Financialexpress.com)