Muhtar Kent, Chairman and CEO of The Coca Cola Company cites ‘consumers in the driving seat’ as one of five mega trends shaping tomorrow’s customers. The profile on the BBC news website states “By 2013, for example, more than two billion mobile users globally will have made a purchase via their handsets. By 2020, a third of consumer purchases are expected to be made online.”
Indeed mobile technology is becoming increasingly prevalent and customers ever more demanding. Tomorrow’s consumers will expect to research, purchase and interact with a brand by whatever medium they choose be it in-store or mobile device via a seamless customer experience.
As Kent outlines, it is the consumer that currently holds all the power and brands like Nike (who have connected with their targets via Nike Plus and Fuel Band) will be those that continue to succeed by ever evolving to individual needs of the customer.
Blog by Tom Jones @jonestp