It’s all about using consumer insights to transform one-off interactions into ongoing, value-generating experiences and services around a brand. Think about how consumer goods companies can build replenishment and other subscription services to create new opportunities to fulfill consumer desire, build attachment and generate value for the business.
Thinking Small, But Relevant
What these innovations have in common is a clear focus on doing small things brilliantly, focusing on meeting consumer needs in the moment, and bringing it all together to deliver better, more convenient customer experiences.
But be careful, consumers don’t always just want those experiences to be fast and hassle-free — often, they want to slow down, be engaged, learn, and have fun with friends. It’s critical to recognize how these desires change the way a brand should interact with its consumers. That means walking a fine line between offering super-convenient and cool experiences while also making consumers feel engaged.
By creating smart new products, services and experiences that are entirely relevant for consumers at just the right moment, brands are accomplishing what’s needed to win in today’s hyper-competitive consumer goods marketplace.
It takes next-level agility to deliver this kind of individualized relevance at scale. But it’s essential for future competitive advantage. Consumer goods companies should be thinking about how to become orchestrators of their ecosystems — keeping core capabilities in-house while plugging into the array of services and partners — delivering moment-by-moment convenience for their consumers and safeguarding their brands for a new era of growth.
About the Author
Laura Gurski is senior managing director and global lead of consumer goods & services at Accenture.