Our focus in early 2017 has been on establishing a clear picture of the motivations, expectations and priorities of digital consumers. The fact that technology has changed the face of consumers for good is inarguable; but what can (and should) be debated is the best way for businesses to manage this change.
Many businesses confront the reality of technological change by investing in everything. When these investments are made in contact channels, businesses raise consumer awareness of their innovative investments by splaying them all over their website.
But information, and innovation, overload isn’t the answer; we explain why in more detail here. Consumers don’t want to face a range of choices that might work- they want the companies that they shop with to know them well enough to already understand which choice will work best for them.
Other businesses shirk away from the responsibility of digitalization, secure in the knowledge that their way of doing business has worked well for decades. It doesn’t take Steve Jobs to work out that sticking your head in the sand to avoid the huge change wrought by digital development is a potentially devastating business decision.
The way that people shop has changed. The reasons why people shop has changed. The expectations that consumers have from the companies that they shop with have gone omnichannel. The world has changed, businesses have to as well. Change is an imperative.
So how should businesses react to the reality of a changing consumer identity? We lay out 3 of the main approaches that should be taken in this video:
For a more detailed examination of the modern consumer, download our latest whitepaper today.