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Our century is marked by many changes in favor of ecology, particularly with the establishment of the circular economy. The challenges of the circular economy are at the same time environmental, economic and social. 

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In Dubai, the transition to a circular economy is officially recognized as one of the objectives of energy and ecological transition and as one of the commitments of sustainable development. This transition born of a real collective awareness in the face of the decline in the planet's natural resources. It exists because consumers - your customers - demand this change!

As such, companies are strongly impacted, which prompts them to review their uses, their marketing strategy, and even their entire economic model.

This can be a major issue in terms of the use and treatment of raw materials or of marketing! However, all companies must activate this transition by legal obligation but also to comply with consumer requirements.

Although the economy is at the heart of change, marketing, communication and sales are not left out: if this transition is above all economic, it must be part of a comprehensive approach to develop the brand and its strategy. customer acquisition.

In this article, the Acquisition Canvas will give us a global vision of the issue, the context and the impact on the purchasing journey in the management of this transition.

Context analysis of the change in the acquisition Canvas

The circular economy is a source of new economic logic, social well-being and value production. Companies are concerned by 3 key issues in the efficient management of resources, which are waste management, the choice of economic actors in the use of resources and the response to consumer demands and behavior.

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Indeed, the circular economy is not just a matter of law promulgated by the state but a real change in the lifestyle of your employees, partners, suppliers and customers.

The awareness of a transformation took place when the bill was tabled on July 10, 2019. However, this date marks the realization of several upcoming changes and of an obligation to bring the company up to standard. the use of resources in order to remain legal and meet consumer demands.

It is by meeting this obligation in particular that the company will have to question its customers' expectations:

How to maintain (or improve) the quality of the services offered to its customers?

How to improve the experience of its consumers?

How to make this transition an opportunity for companies and for its customers in all respects? (economic growth, brand image, customer experience, employer brand, etc.)

The reflection around the problem assumes that the impact of the circular economy is certainly an important structural change but that it must allow the improvement of the image conveyed by the brand, of the customer experience, without slowing down the economic growth of the company.

The company will therefore have to retain its customers and acquire new ones by meeting new standards .

Individual or professional consumers will be looking for solutions while respecting the law of the circular economy. What is their background for this research? their expectations and needs?

What are the customer's stages of maturity in the face of the new regulations?

Faced with the law for a circular economy, it is necessary to make an inventory of its uses of resources and their management to list the necessary changes and verify their compliance with regulations and new uses.

Clarifying the needs will thus make it possible to draw up a clear specification before launching a call for tenders on the market to choose the right service provider.

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In the customer's decision-making process in his choice of service provider, three key actions in which a supplier must assert his presence:

the company's reflection on its use of raw, transformed, recyclable and non-recyclable resources;

the search for solutions, products and solutions for compliance and for consumer satisfaction;

the organization and involvement of teams (R&D, marketing, sales, communication) to implement the change.

The implementation of a marketing, communication and sales strategy to support the change

The presence of a service provider in the key stages of a client's actions should facilitate reflection and support the final decision for a successful transition.

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The implementation of key content that popularizes the law of the circular economy, simplifies reflection on change and facilitates change therefore have great added value in an already complex context.

If your customers are wondering what the impact will be on their business and how they can meet the new legal requirements, you need to be there. ( Example with Flexico which tells us about the circular economy in its white paper )

So many contents and of different natures allow you to be present according to the level of maturity and the action of the customer.

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The acquisition canvas allows you to understand the purchase journey of your customers and therefore to work on your customer acquisition journey by identifying the key stages that motivate their investment.

These key steps defined and broken down according to underlying actions allow you to build an action plan with reference to them in order to optimize your acquisitions.

Of course, each player in a market has its own acquisition canvas which can be further developed for more precision and therefore finesse in the strategy.