PSFK partner Scott Lachut on the emerging, innovative approaches leveraged to interact with consumers who are always on the go

Modern life is no longer confined by time and place. Consumers want to be able to walk out of their front door at a moment’s notice and leave the trappings of their lives behind them with the ability to easily pick up wherever and whenever they find themselves next. This on-the-go, always-ready mindset extends to how they choose to live, work, purchase and play.

Flexibility and convenience are paramount and, increasingly, consumers are willing to pay for that privilege. Therefore, brands must understand these elements as they relate to consumers' lives.

In-Step Integration

On-the-go consumers expect companies to fit into their lifestyle rather than being forced to alter their behaviors in any way. Accordingly, companies must design offerings that meet consumers on their own terms and adapt to accommodate an ever-changing set of in-moment needs.

An example of this is the WeWork x Rent The Runway's Dropoff Network. HereDropboxes located at WeWorks across the nation allowed RTR Members to return and reorder wardrobes for a quicker turnaround.

Access On Demand

As the lines between consumers’ work and personal lives continue to blur, retailers are facing a new set of demands when it comes to providing accessibility. By offering services that allow always-on workers to perform at their best, wherever they are, brands can foster engagement by supporting their customers' productivity.

An example of this is the Recharge App & Network. This handy service allows consumers to rent hotel rooms by the hour or minute, either to fit in some zzz's or to take an important business call.

Point & Click World

AI capabilities now enable consumers to take a photo of nearly any object in the physical world to receive related information or even purchase that item with a single click. This has created new expectations from consumers towards retail experiences, requiring brands to leverage image recognition to help consumers discover and access relevant information to guide them along the path to purchase.

An example of this is the Snapchat & Amazon Partnership. This team-up lets users shop through their smartphone cameras, allowing shoppers to see how much any real-world objects are listed for on Amazon's marketplace.

Task Outsourcing

Consumers are time-starved and are increasingly willing to pay for convenience.  Offering premium services that remove common hassles from daily life, allowing customers to focus their time and attention on the most meaningful aspects, would be an immensely beneficial way to get on a customer's good side.

An example of this is the 25hours Hotels' Concierge Offering. The boutique hotel offers concierge services to local residents as well as guests, including pinning down handymen or workout trainers.

Flexibility and convenience are paramount and, increasingly, consumers are willing to pay for that privilege. Therefore, brands must understand these elements as they relate to consumers' lives.

Modern life is no longer confined by time and place. Consumers want to be able to walk out of their front door at a moment’s notice and leave the trappings of their lives behind them with the ability to easily pick up wherever and whenever they find themselves next. This on-the-go, always-ready mindset extends to how they choose to live, work, purchase and play.

Flexibility and convenience are paramount and, increasingly, consumers are willing to pay for that privilege. Therefore, brands must understand these elements as they relate to consumers' lives.