Although the importance of hearing consumer’s voice is
known to all, difficulty occurs when marketers have to make quick decisions. Since
April 2012, IlluminCloud has been working with one of the largest retailers in
China to deliver insights upon request by applying an innovative online
community solution; it allows the retailer to access a highly engaged consumer
community online 24/7 and know the pulse of consumers. The platform is private
and can only be accessed by invited and screened members who are recruited to
reflect the target consumer group.
Tracking
Responses with Open Platform
Every month new topics are raised as needs emerge, e.g., customers’ preference
in store displays, awareness levels of public health issues and an
integrated customer feedback during all stages of a sales campaign. Due to the
on-going nature of the topics in the community, the retailer can track and
capture consumption trends and quickly respond with new products and services.
The solution enables clients like the retailer to
understand the consumer group, know their demands and adjust the sales strategy
accordingly.
