The Fluid Consumer: Next Generation Growth and Branding in the Digital Age [Hardcover]

The Fluid Consumerprovides a detailed analysis of the consumer and retail industry's profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper-digitisation, the book explores topics such as gathering consumer insights through advanced analytics, finding the optimal channel-mix in digital marketing, leveraging the Living Services concept, creating seamless consumer journeys and harnessing the power of start-ups.

In doing so,The Fluid Consumerfocuses on the rise of an increasingly 'fluid' consumer who combines rapidly dwindling brand loyalty with swiftly growing brand expectations. A comprehensive Closed Loop model explains the best paths for fast moving goods companies to engage with digitalised consumers in the future, providing clear strategies to remain competitive and successful in the new digital era.

** Chapter - 01: The Dramatic Digital Empowerment; ** Chapter - 02: Consumer Minds Digitally Rewired; * Section - TWO: Meeting the Challenge of the Fluid Consumer - Next Generation Business Models, and Branding; ** Chapter - 03: Strategic Choices No Company in the New Consumer Industry Can Avoid; ** Chapter - 04: A Perfect Fluid Consumer Journey; ** Chapter - 05: Meeting the Challenge of the Fluid Consumer - Crafting Consumer Experience Effectively; ** Chapter - 06: Meeting the Challenge of the Fluid Consumer - Crafting Omni-Channel Concepts Effectively; ** Chapter - 07: Meeting the Challenge of the Fluid Consumer - Crafting Digital Marketing Effectively; ** Chapter - 08: Meeting the Challenge of the Fluid Consumer - Crafting Data Mining to Get Consumer Insights Effectively; * Section - THREE: Laying Ground - Looking Forward; ** Chapter - 09: Building the Fluid Consumer Drivl)