The Fluid Consumer: Next Generation Growth and Branding in the Digital Age
by Teo Correia
The Fluid Consumer
Fluid consumers reflect the new category of digital consumers who display fluid characteristics while shopping. The decisions are made in a flash. These consumers are also called Millenials or generation Z. The important aspect of such consumers is their excessive use and familiarity with new age technologies. These consumers are multi-taskers who may be communication with their friends on WhatsApp, posting a review of Food on Instagram, while having a lunch with others in a physical restaurant.
The Fluid Consumer provides 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 Consumer focuses 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.
Teo Correia, author of the book, provides numerous examples from the industry to drive the discussion about fluid consumers. He also offers valuable insights and proposes frameworks and strategies for practitioners. The book is extremely useful for academicians and students who can immensely benefit from this wonderful and lucid book on new age consumers.
Readers may buy the book online at Amazon.