Sunday, September 09, 2012

Consumer Products go Social: from Shelf-Buy to Ongoing Dialogue

With the modern expectation of a social layer for everything, together with real-time feedback, data infographics, personalized recommendations, and gamification fun and reward, all received ambiently on the Pebble watch (the smartwatch is the new platform), consumer product delivery is being revolutionized.

Just as new media crippled juggernaut industry business models in computing, email, newspapers, TV, and music distribution, an even more fundamental shift is coming to consumer products. The successful game is transitioning from a one-off shelf-buy to an ongoing dialogue with consumers, providing a consumer product service.

One way this could be facilitated is by delivering preventive wellness/peak health enhancement services (“condition-as-a-service”) at the growing number of in-store clinics (à la WalMart Vison Centers) at drugstores (CVS, Walgreens) and high-end food stores (e.g.; Whole Food’s Wellness Club). How soon is the Whole Body and Whole Mind’s Neurofeedback Demo and Service Purchase coming along with Whole Food’s in-store destination edutainment sommelier training?

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