CAMBRIDGE, Massachusetts, Sept. 9, 2020
Consumers will dictate how B2C firms sell to them, forcing companies to continually adapt and keep up with changing customer expectations and buying behaviors
CAMBRIDGE, Massachusetts, Sept. 9, 2020 /PRNewswire/ -- According to Forrester (Nasdaq: FORR), consumers no longer need to trade off price, convenience, and emotional experience when making buying decisions. They expect new products, services, and delivery models to cater to all attributes at once —forcing firms to enter their most frenzied phase of innovation. As a result, the future of B2C buying is not a shift from traditional to digital or an abandonment of self-service in favor of delivery; it is all the above.
As consumers demand better experiences of every kind, Forrester's new research explores four trends that will define how B2C firms evolve to meet consumer demands over the next decade:
"Companies will need to discard orthodoxies around pricing, distribution, promotions and products," said Forrester VP and Principal Analyst, Sucharita Kodali. "Companies that survive by 2030 will have new products and solutions that constantly adjust to fickle and changing consumers. These transitions are painful because firms have a lot invested in their current go-to-market approaches. If the pandemic taught us anything, it's that sometimes even large capital expenses carefully invested in over the years need to be re-evaluated."
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to drive customer-obsessed vision, strategy, and execution that accelerate growth. Forrester's insights are grounded in annual surveys of more than 690,000 consumers and business leaders, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data and analytics, custom consulting, exclusive peer groups, certifications, and events, we are revolutionizing how businesses grow in the age of the customer; learn more at forrester.com.
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