Adobe has been working with Goldsmiths, University of London, to find out what happens when your customers and their needs are constantly changing. In the first report from the studies on the experience era, they found that half of consumers are overwhelmed by choice (46%) and would buy from an unknown brand that offers a better experience (50%). When it comes to which brands they’ll spend their money with, consumers first ask:
- Does the experience adapt to my individual needs?
- Is the service available when and where I want?
- Does the brand help me to find what I want and need easily?
- Does the experience delight me?
Source: CMO, November 8, 2017.
In the second study report, “Reinventing Loyalty: The New Loyalty Experience” (PDF) the findings are significant and have big implications for brands and marketers. More than anything, the research showed that the impact of digital disruption has been broad, but opportunities exist for brands that can create tailored experiences.