There was once a time, in the not so distant past, when discussions about the transparency of the online world and the ability of digital consumers to compare offers loomed over business. Businesses were concerned with how price positions would push the pendulum of power towards the digital consumer – intensifying pressure on the competitive landscape.
Since then consumers online have upped the ante once again by setting even more complex challenges. Now the discussion is about the consumer superseding the ‘direct competitor’ as the source for advantage and differentiation. This is a profound shift. Customers are becoming the new benchmark, not the competition. Furthermore, this trend is accelerating.
Given this new seating arrangement, customers’ wants, needs and desires should come first. Organisations need to dovetail their assets and capabilities based on this evolving value chain. Our goal is to gain a better understanding of how technology affects today’s digital consumer experience and explores the emerging trends that will shape those experiences for years to come.