consumer and, more importantly, who owns the market knowledge that every transaction with the consumer generates. Nevertheless, suppliers will become more adept at communicating directly with consumers – generally by harnessing the Internet’s capabilities to interact with them in ways they have never been able to do before. And, as more suppliers get locked out of traditional retail channels, expect supplier direct-toconsumer to become a more viable scenario for the future.
20) Consumers Call the Shots Technology is changing the dynamics of the buyer-seller relationship, giving consumers unprecedented control in the marketplace. In this new environment, where access to products and product information has grown dramatically, consumers will do more for themselves. They will have more control over the shopping process. They will be less reliant on retailers and manufacturers for information, advice, or recommendations. Consumers are accustomed to having many choices and will take the initiative to get what they want, how, when, and where they want it. They will seek to dictate the nature and pace of their own shopping experience, and they will expect reciprocity for their patronage. Now and forever more, consumers are in control – active and opinionated decision-makers, rather than passive and undifferentiated receivers of messages and products. This shift will give rise to a new, customer-driven business model by 2010, built around greater customer intimacy – where every touch point becomes a moment of truth and customer relationships become the key competitive assets of the business.
30
Twenty Trends for 2010: Retailing in an Age of Uncertainty, April 2003