In an age of omnicanality and influencers, consumers, bathed in a constant stream of visual information and data, see the world as a mixed environment, both physical and digital. This is now self-evident because consumption patterns have simply changed as technology has advanced.
Consumers want to do what they want, when they want, and where they want. They often give even more credit to the opinions of their peers than to experts or official institutions.
In the years to come, the most successful brands will be those that have taken the measure of the emotional dimension of digital to create commitment and attachment, both for B-to-C and B-to-B.
A unified data base to convey consistent messages and visuals will help strengthen product adoption.
Manufacturers who do direct distribution, distributors who create their own brand… Interactions are becoming more complex.
Maintaining the complementarity of each activity remains at the heart of relations between retailers and manufacturers.
The players in the mass consumption sector need to be accessible and worthy of interest in order to attract these new consumers.
There are markets to be taken, e-Commerce invites them!