In researching our latest Future Of Retail report, the PSFK consulting team noticed that social media platforms have changed the way brands and their customers interact and allowed likeminded shoppers to organize like never before. The top-down messaging of the past has been replaced by a two-way dialogue that has amplified the voice of the consumer and empowered them to demand a greater level of participation and sway. In order to keep pace, brands need to identify their most influential customers, make a commitment to listen and respond to what they have to say, and find ways to get them more deeply involved in delivering on their brand promise.
Below is a roundup of the themes we published on PSFK over the past two weeks that represent the ways that the New Brand Champion is making its presence known in the retail space.
Shopper As Affiliate- People engage with other shoppers on social platforms to sell on behalf of brands.
Crowdsourced Product Range- Customers provide input into what products are made and sold and what new services are offered.
Shopper-To-Shopper Service- Brand fans share their expertise and provide one-on-one advice to fellow shoppers.
Shopper Designed Deals- Shoppers set the price they are willing to pay for products and services.