The rapid transparency and availability of information has clearly changed the game for brand managers, retail merchants, and consumers whether they recognize it or not!
.yesterday (Part 1)
The old paradigm (before the web) was from a simpler time. Brands bought raw material, manufactured product, and packaged it and shipped it to the retailer. They were concerned with the continual value in the eyes of consumers with a strong going concern and long term view. Advertising concentrated on communicating brand “essence.” Retailers became experts at the tactical consumer experience: driving traffic and converting sales. Retailers owned one key event: exposure to products or the initiation point of commerce. This first door the consumer goes through is a critical step and successful retailers were those better at merchandising/presenting and explaining new products and needs.
Until: The Big Bang! The rapid proliferation of the Web has resulted in a remarkable role reversal!
If you were a top brand, imagine 100,000 of your customers showing up at your corporate headquarters doorstep every single day. What would you do? Do you have any inventory, someone to speak with each of these customers, or even a cash register to make the sale?
Comments