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As our planet becomes increasingly interconnected, instrumented and infused with intelligence, a new consumer is emerging - an empowered consumer. Enabled by technology and social media, these consumers instantly share information with the world as they search for higher value on their purchasing path. They share cost-saving opportunities with other consumers and may even trust each others recommendations more than manufacturers websites or marketing campaigns when determining what and where they buy. Consequently, they tend to expect the consumer products industry to deliver higher levels of service, better prices, quicker delivery and easier returns.
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