Part

Future
Consumers
Of a time wherein consumers buy stories,
design, values and experiences

What roles will they take on?

Consumer as a Consumer as a
media channel CEO
User generated content is the most Digital communication channels allow
powerful form of entertainment, and the consumers’ feedback and input to affect
consumer has—and is—his or her own companies’ products and presence in
media channel. real-time.

Small, foldable Ying drones live stream Volition allows consumers to pair with
experiences to chat profiles. chemists to create and earn commission
from products.

Consumer as a
platform Consumer as a
Consumers sit atop a personalized
store
network of data that help them make
informed decisions and control their Direct access to retail channels via smart
experiences. devices and wearables, enables
consumers to curate, purchase and sell
Fashion-tech company Farfetch enables products and services from anywhere,
in-store browsing to be tracked to a anytime.
customer’s online profile.
Jaguar + Shell allows drivers purchase gas
Consumer as a fill-ups from within their cars.

studio
Rapid manufacturing and delivery
networks mean customers expect to be
co-collaborators of products and
services, and won’t settle for standard
offerings.

Function of Beauty enables consumers

tailor active ingredients, color and scents
of their own shampoo.

Key shifts in the marketplace

PRODUCTS PLATFORMS ECOSYSTEMS

Products and services Digital platforms lets a These evolve into networked
are no longer greater number of ecosystems where brands work
experienced in silos. brands can work together to deliver an efficient
together. customer immersion.

REACTIVE RESPONSIVE PREDICTIVE

Consumers expect Brands tailor their building towards a sophisticated
brand’s engagement via communications respond level of understanding that
digital and social to consumer wants/needs preemptively adjusts for
feedback. in real time. anticipated behavior.

BRAND
TRANSACTION MEMBERSHIP OWNERSHIP
Purchasing a product Data collection tools Consumers will have a greater
served as the interaction allow consumers to act sense of ownership through
between a consumer & as members of a larger real-time feedback and decision
brand. brand offering. making.

INPUT INTELLIGENCE AMBIENCE

The first gen of AI built has been taught to Brands evolve this information to
data-collection required absorb regular behaviors and monitor users in the background,
information input to offload the responsibility of build profiles and engage
communicate their communication. passively.
needs.

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https://www.cisco.com/c/dam/en_us/solutions/industries/retail/consumer-2020-final.pdf