CSR
An Overview of Our Progress and Achievements in Corporate Social Responsibility
This is an article reproduced from Web Dentsu-ho

CONNECTING WITH THE MASS AFFLUENT

Part IV: What Are the Key Points for Consumption among Affluent Women?
The Keyword is "Individualized Attention."

Individualized attention will motivate the affluent

Koyama:

Currently, we are working with Hearst Fujingaho to create a “customer journey” for affluent consumers. A “customer journey” is identifying the initial motivation and feelings that cause customers to spend, and breaking it down to each step of the process. The idea is represented in the following diagram.

Part IV: What Are the Key Points for Consumption among Affluent Women? The Keyword is Individualized Attention.

A universal quality of all affluent women is a fondness for status appropriate to their age and social position, as well as to be considered refined. At the heart of this is a desire for recognition: as worthy of one’s status, and as being refined. I believe these women want to attain peace of mind by garnering this recognition.

To this end, they gather information from trusted sources, and purchase items at a trusted location. Ordinary consumers gather information from other customers regarding prices and reviews, but wealthy women have their own fixed ideas, and even if they do listen to people with more knowledge or experience, they are not completely swayed by what others say.
These women do not share their purchases or services on social networking services, preferring instead to share them only with people who understand their values. They use social networking not to flaunt what they have for personal branding, but for mutual recognition within a closed community. By being recognized with individualized attention as worthy of a particular brand or service, they tend to become loyal fans and their consumption increases.

Kasahara:

“Appropriate to their social position” is another way of saying that they are confirming their social status through their purchasing behavior. Only sharing their purchase with people who know the value also reflects a desire to confirm their status with others, so these are people who are keenly aware of their social standing. That’s why it’s important to provide each customer with such confirmation through individualized attention.

Part IV: What Are the Key Points for Consumption among Affluent Women? The Keyword is Individualized Attention.

Koyama:

The key to motivating the affluent is individualized attention, and meeting their desire for recognition and status leads to further consumption. To date, that role has been filled by securities company canvassing agents and department store personal shopping reps. But individualized attention is finally also becoming possible in the digital world.

Kasahara:

Our company has until recently managed its user base by magazine, but with the introduction of online services, we no longer need to limit ourselves to sectioning off users by magazine. Considered from a customer-first perspective, it’s important for us to fully utilize technology and make a concerted effort as a publisher to enhance user satisfaction. Technically speaking, it’s possible to use digital technologies to provide personalized services, and we plan to make every effort in this direction.

Koyama:

This could be called “personalized mass communication.” Utilizing digital technologies improves efficiency, while also making it possible to enhance efficiency for each customer.
We plan to continue with the affluent segment project during the next fiscal year. During this first year we conducted identification analysis, clarifying the five types. Next we will move on to a behavior analysis, examining how to get these women to consume more.

Shimada:

Certainly the strength of this project is the ability to provide solutions to the affluent segment from a user-first perspective. By providing advertisers with the essence of the maximum knowledge concentrated in individual magazines, such as 25ans, Fujingaho and Richesse, I believe we can help businesses succeed. If anyone is interested, please contact us.

Kasahara:

When we considered what it is that makes advertisers most happy, of course we had to concede that it is having people buy their goods or services. But I believe that their ultimate aim is for users to become fans of their company. To achieve this it’s important to know the users, and it’s necessary to analyze the degree of satisfaction behind a purchase. I hope future surveys will reveal these aspects.

Koyama:

In addition to conducting surveys, we are hoping to develop the project in several ways, including by conducting events that would represent points of contact with readers, and expanding project-related ideas. We look forward to continued collaboration.

Project members

Hisashi Kasahara

Hisashi Kasahara

Director
Marketing Division
Hearst Fujingaho

Hiroshi Shimada

Hiroshi Shimada

Director
Fashion & Beauty Solutions Development Department
Publishing Business Development Division
Dentsu Inc.

Masashi Koyama

Masashi Koyama

Chief Planner
Strategic Planning Division
Dentsu Inc.

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