Looking ahead to 2025, it is time to start thinking about the term ‘nudgeables’ and the impact this consumer profile can have on our sales.
What are ‘nudgeables’? This is the type of consumer who is characterised by not being loyal to a brand, but is open to trying different options, who seeks to innovate and be aware of trends. It is a type of consumer who can be influenced by messages and comments that they find both at the point of sale and on the internet and social networks.
According to a recent study by Kantar, 15% of consumers are considered ‘nudgeable’, which represents a significant percentage of the market and should therefore be taken into account when preparing a sales strategy.
Profile of nudgeables
Although it is not possible to categorically state the existence of a specific profile of ‘nudgeable’ consumers, we can find majority traits.
They mostly belong to Generation Z and Millenials and are driven by values such as authenticity, emotional connection, sustainability and transparency. Another of the most common factors among the ‘nudgeables’ is digital consumption, they tend to have an active digital consumerism, with social networks being their ideal platform for discovering new products. In addition, they tend to be a group with a medium-high purchasing power, which gives them a certain security when making purchasing decisions.
Efficiency of marketing to ‘nudgeables’
According to data from the Kantar report, including this profile in your marketing strategy can improve it by up to 24%. To carry out this analysis they have taken into account 6 countries according to the marketing potential that this type of profile has in the market.
As we can see, the impact on the Chinese market is higher than the rest, which makes this profile a very interesting potential customer.
What can I do to impact nudgeables?
In order to reach this specific audience, the first thing to do is to understand their motivations and try to adapt, as far as possible, our marketing campaign.
- Campañas de influencia en redes sociales
As we mentioned earlier, this is a very active profile on social networks and it is on these platforms where they seek inspiration for new products, which is why a campaign with influencers explaining the benefits of a certain product is very attractive when it comes to including it in the marketing plan.
- Personalisation of the message
Current data management allows us to efficiently perform segmentation and personalisation when displaying our advertisements, which is why personalising the message according to the profile can be very interesting.
- Use direct messages
If there is one thing that ‘nudgeables’ are known for, it is for responding positively to stimuli of immediacy and urgency, which is why the message with which we impact the consumer is key to consolidating the sale. CTA’s such as ‘last units’, ‘few units’ or ‘recommended by’, generate greater interest in this type of profile and can be the key to confirming a sale.
As we can see, capturing the attention of these profiles interested in news and recommendations can be very interesting for our marketing strategy. Combined with a good loyalty programme that consolidates regular customers, we will be able to impact two very different audiences that are very interesting for brands.
