The consumer’s the connection

Conventional ideas about distribution, once the bedrock business modelling, have been upended by the web.

What happens when the customer is the connector?

I enjoy Rude Health’s Morning Glory porridge, Camilla Bernard, the company’s co-founder’s, social voice, what it stands for and that the brand has a passion. Rude Health responds and joins in with social conversations. As a result I’ll speak up for it as an advocate.

I shop at Waitrose and support the way the John Lewis partnership’s is open about its sales data.

This stance and the actions of these brands, for me, builds belief in them. Then, disaster.

The supermarket is out of the cereal, it messes up my user experience, so I connect the two using social media.

Businesses that understand social commerce and the network effects of social media can create lucrative and compelling user-centric business models around social media.

The web asks brands to organize around how the customer has become the connection.

How well we are prepared for this change though is another matter. Are brands really making the most of this shift? Are they realigning themselves and their business processes and competencies around it, and how much are they losing by not doing so?

  • David

    Interesting piece Anne and I get what you’re saying and probably agree that it’s an inevitable shift however there are some dangers in putting all decisions in the hands of the consumer. These don’t seem to be considered much as everyone jumps on new and popular thinking. Remember we’d have the death-penalty in the UK if it was just a matter of public opinion.

  • Anne

    Thanks for your comment David and it’s a good point.