SALIENT FACT #2
Consumers prefer direct relationships with brands
Developing direct relationships with consumers requires a new set of skills
Service
Design
People
Shift from products to services
Direct channels are service-intensive, both in the number of customers and quality of care. All of this needs to be supported by robust CRM technologies.
Create user journeys
The brand experience is embedded in the customer journey. Companies need to design and test user journeys online and offline to excel in customer satisfaction.
People incarnate the brand experience
People intensive, training and culture to deliver brand experience
Explore alternative types of ownership
Connect with different user segments by adapting the business model.
Sharing economy
Younger generations grew up with the sharing economy. They’re also less keen on owning things. They often prefer paying for usage, especially if it creates a connection with other people.
Circular economy
Brands that prioritise services over sales build stronger loyalty. It’s easier to sell a product to someone if he got rid of his own.
Upcycling
More conscious consumers are turning to brands that upcycle and recycle. The “materiality” of consumption is becoming cumbersome.
Masstige (mass prestige) is blurring the traditional positioning segmentation
Swiss watch
Tag Heuer Formula 1 quartz watch at $1,450
Porsche Macan
Starting at $53,450, Porsche sold 71,986 Macans in Q1 of 2021 (+36%)
Learn more
Selected resources on what’s coming about in the direct-to-consumer space.
