Tribal Marketing "Community" Creation.

Fidelization: Reachable objective or unattainable utopia?

The consolidated experience in the GDO field makes CA.ST. GROUP a precious witness of the changing process in act between consumers. The sense of belonging and the need to acknowledge through a brand have raised the customers' levels of expectation and changed their requirements. To simply satisfy the customers necessities is not enough any more, the consumers' emotional need to gather in groups and create communities around a product is growing stronger every day. The need to move towards a tribal marketing has lead CA.ST. GROUP to develop services aimed to creating communities where the emotional needs are touched, generating strong binding between the customers and the company.

Strategies developed following the companies and the customers need provide:

• the identification of the customers individual and material needs
• the analysis of emotions to share with the customer
• the recognition of uncertainties
• the creation of an emotional tie through the customer's need of authenticity
• a customer care
• the celebration of rituals around the product
• the tribes taking part in the companies and products changes.