Welcome to the consumer era: When engagement drives change
3/29/17 / Karla Raines
It’s inescapable. Every day I see more and more examples of it. Consumer behavior is at the core of sweeping industry change. Too often we get caught up in thinking about technology as the disruptor and forget that people are at the heart of the transformations all around us. Here are four examples from this past week:
- Sears. J.C. Penney. Bebe. Macy’s. Target. Kohl’s. Neiman Marcus. And that’s just for starters. The epic decline of department stores and apparel-focused retail is linked to Amazon’s domination of the online marketplace. At the heart of that change? Consumers who expect something more – and something different. Increasingly, consumers are saying no to the traditional retailer and shopping mall. What do they demand? Convenience, cost and a user-defined experience.
- Who would have thought that consumer choice would lead colleges to guarantee that their degree will get you a job – and a job with a decent salary? As college students – and their parents – increasingly question the return on investment given staggering student loan debt, higher ed is having to respond creatively to compete for students. Both educator and student take on the risk – and reap the reward.
- Decades of tradition are on the chopping block as movie studios plan to release films to online platforms mere weeks after release to theaters. As reported in the Wall Street Journal yesterday, movie companies have experienced declining home entertainment revenues for 2 years straight and global box-office growth has also been slowing. In a quest to increase revenues they are looking to meet consumers where they are – in the comfort of their home on a tablet, pc or tv.
- And lastly. Bruce Springsteen. We are experiencing the beginning of the end of rock and roll as we’ve known it. Boomer rock stars became global corporations in the days when record companies invested in them like R&D. That era is over. The concert business is bifurcating into festivals and small venues as consumers expect more intimate and novel experiences. No longer satisfied with paying high prices for poor sound quality and a miniscule view of the band, consumers are pursuing other entertainment options. Today’s young stars will build careers in an entirely new era. Welcome to Me, Inc. rock and roll style.
Each of these stories has a common denominator – consumers demand the experience on their terms. They define the where, when, how and how much. These changes are sweeping and have only begun. The question now is, who is next?
What will this mean for other industries and sectors?