The document discusses the new era of consumerism driven by technological innovations and the convergence of the physical and digital worlds. Key points include: - E-commerce, m-commerce, and enterprise mobility have blurred lines between personal and professional worlds and fueled new consumer expectations of seamless experiences across channels. - The rise of social media and connected consumers has given customers more power and made brands' online reputations more important. - To keep up, companies must adopt an "omni-channel" approach to provide a unified experience to tech-savvy, impatient customers across all channels from stores to social media. - This requires integrating systems, retraining employees, and changing company culture to maintain relationships

1. Navigating the
New Wave of
Consumerism
The New Reality
By Rosally Daniel

2. We are in a new era where innovative,
disruptive and collaborative forces in
technology have converged to re-shape
our behaviors and expectations. No one
can ride the new wave of consumerism
alone. Our physical and our digital world
have converged, and there is no turning
back. It requires a new way of thinking
and looking at both worlds as one.
Understanding the new reality is the key
to unlocking the door to happiness and
profitability.

3. E-commerce
 E-commerce refers to the use of the Internet and the Web
to transact business. More formally, e-commerce is about
digitally enabled commercial transactions between and
among organizations and individuals.
(Laudon & Laudon)
 From about 2006 to the present, e-commerce reinvented
itself. It involved the extension of Internet technologies, and
the discovery of new business models based on consumer-
generated content and social networks.
(Laudon & Traver)

4. M-Commerce
“ Mobile Commerce is the use of information
technologies and communication technologies for the
purpose of mobile integration of different value chains
and business processes, and for the purpose of
management of business relationships.”
(Webagency 2001)
_________________________________________________
Oliver Recklies,in 2001, saw two possible directions for M-
Commerce:
• the next hype or
• a natural evolution from E-commerce into a digital and
mobile world.

5. The New Mobility
 Enterprise mobility refers to the integration of personal and
professional information using mobile devices (Gartner
Inc., 2012).
 Enterprise mobility fundamentally changed the way people
work. In order to remain competitive, organizations needs
to make enterprise applications accessible through mobile
devices. (www.itstrategists.com)
 This convergence of personal and professional information
blurred the barrier between physical and digital, personal
and professional and evolved to a new wave of
consumerism in which the customer expects a seamless
integration of their experiences.

6. What is the Omni-channel?
 “Omnichannel is the mix of all physical and digital
channels to create an innovative and unified customer
experience.” (Seadly, D., 2012)
 As technology continues to evolve and change
customers’ behavior and expectations, it’s becoming
more and more important for companies, especially
retailers, to be able to connect with their customers
through all channels. At the end, the customer will
decide at which channel they will interact with a
brand, depending on the time and place. And with
today’s tech savvy customers, it can be a choice of at
least two or three channels that are readily available to
them.

7. The New Wave of Consumerism
 Consumerization refers to the democratization of
information through easier access to technology which has
brought about the democratization of consumer power “
 The new trends in consumerization is fueling the shift from
“consumer” to “customer”, as the new breed of
superconsumer emerged – the “ubersumer”
 The “ubersumer” uses the machinery of Internet
technology to self design and consume unique
experiences.
 Today’s customers are tech savvy, impatient and disloyal.
(Burt, M., Gartner Inc. 2011)

8. Digitization + Social
 The ubiquity of the Internet and mobile devices are the main
catalysts for the changing consumer expectations.
 Online consumers have embraced social networks and
online communities. They use technology to shape their own
customized shopping experience (Burt, M., Gartner 2013).
 Socially connected customers can spread the word of a
shopping experience- good or bad – to a network of millions
(Burt, M., Gartner Inc. 2011)
 Customer engagement in stores could make or break an
omni channel experience. Stores will remain to be important
as customers still prefer to have that interaction in the
physical world to complete their transaction.

9. The Evolution of the Social Customer
 The social customers are hyper connected individuals who
regularly broadcast their opinions over Twitter, Facebook, blog
posts and in online communities.
 They expect to engage in real time interactions with each
other and with companies on social media outlets.
 This new breed of customers evolved as the result of the
ubiquity of the Internet, the Web and mobile technologies.
 Are mostly women who requires greater
accessibility, personalization and community connections to
support their multiple roles, preferences and lifestyles.
(WIPRO)

10. Digital Integration: Omni Channel
 “Meet the customer anywhere” is driven by growing
consumer expectations for a seamless service experience
between all channels.
 Consumers are more willing to share information especially
if they know they will benefit from it. It helps businesses
provide better treatment, more relevant content, improved
suggestions, recommendations and more valuable
promotions. (MCommerce 2012)
 Improvements in technology should be matched by shifting
the company culture as well. Technology alone cannot
drive a successful omni channel business – it’s time to go
back to basics. In store customer service will be the key
differentiator.

11. A New Era: Understanding & Designing
a New Business Model
In September 2011, Deloitte 39 retail executives to
understand how they are adapting to a next generation format.
Highlights of their study are:
• A call to retailers to reconfigure talent, physical space and
store operations to meet or exceed customer expectations.
• By incorporating social media and ecommerce into
their stores
• Hire or train sales associates to meet the demands of
an increasingly tech savvy customer
• In addition to technology, to make service quality a
focus as this will distinguish good to great companies
from their competitors.
(The New Evolution: Store 3.0, 2012)

12. Understanding the New Reality
 The new business reality is social and very customer-
centric.
 Managers and associates, especially in stores have to be
savvy working in this new era of social business. Training
and understanding the new service environment is crucial.
 Companies needs to review their business practices and
integrate their infrastructure to be able to deliver a
seamless service experience for the customer.
 Omni channel is just not about technology – it’s about
connecting with people in all channels, simultaneously.

13. Leadership Challenges
 How to integrate the enterprise by developing cross functional
teams and filling in leadership vacuums.
 Finding the right managers who have the experience and
innovative thinking while at the same time agile to keep up with
the digital pace.
 How to enable associates to move between physical and
digital by updating the company’s systems infrastructure and
associate training into the new reality.
 How to transform existing business practices into one with
social business components.
 How to break down departmental silos and change the
company’s culture and organizational structure.

14. Working in Retail after 3.0
 Be proactive – learn new skills.
 You don’t have to be a techie – good old fashioned customer service
skills are better than knowing the latest gadgets.
 Know your company’s digital brand image. Check your company’s
website and identify at least two social media outlets where you can
follow your company.
 You don’t have to have a digital presence. However, chances are your
customers do. Check out the Twitter or LinkedIn profiles of your best
clients. Find out what they’re upto but keep it positive. People will be
flattered if you take the time to do your homework.
 If you do have a digital presence, just remember that everyone can see
it. That’s where you get the best exposure – leverage it!
 Good old fashioned networking will always earn you points. In today’s
world, you can do this online as well as in person. If you can do
both, even better.

15. It’s all about connections.
We are in this journey
together!