I thoroughly agree with Alan Mitchell’s article which shows that to succeed, brands must find a way to become more accessible (MW August 25). The fight to juggle so many things into one’s everyday life is becoming increasingly difficult and this is clearly reflected in consumers’ on-demand buying behaviour. People no longer have time to wait in queues, and are constantly seeking out alternatives or improvements to this behavioural paradigm.
In many ways, the Web is the new teabag – it does not alter the end purchase, yet positively alters the time consumption and is the ultimate in queue-jumping. Consumers have more information at their fingertips than ever and this makes them powerful. Brands can’t sit back and wait to be picked; they must consider how they can add value to people’s lives.
Like today’s consumer, the Web is constantly on the move as a result of mobile internet and the creation of mobile application downloads that provide consumers with up-to-date information to facilitate their personal productivity.
The brands that are clever will recognise the business value in assisting consumers’ 24/7 lifestyle. However, those that cannot adapt to this new breed of buying behaviour will find themselves relegated to shouting from the sidelines.