The consumer power dynamic has changed forever. Are you ready?
Armed with computers, tablets, smartphones, and connected globally to each other, today's consumers have revolted against the marketplace status quo. Demanding a voice, and sometimes a hand, in the products they buy, these digitally empowered consumers-"Me's"-have changed the traditional market dynamics of retail into Metail. Through what Bines calls "The Quantum Consumer Revolution," companies are no longer in charge, the consumer is. Your customers now create their own stories. Your very survival depends on recognizing this and adapting to the new Metail economy.
From Joel Bines, one of today's top retail brand thought leaders, Metail provides innovative methods for connecting with the Me-centric consumer and shows organizations how to survive this consumer revolution. Bines provides examples of companies that have failed to address the Metail paradigm, along with those that are on the right path, clearly illustrating how the traditional power dynamic has inverted and why it matters for business survival. Bines offers six proven models you can use to cultivate and serve highly informed and empowered customers in the Metail marketplace:
Curation
Customization
Category Expertise
Cost
Convenience
Community
Metail explains why companies shouldn't pigeonhole themselves into one model, but rather develop a deep self-awareness about how they're viewed and valued by their customers-and focus their investment, resources, and energies accordingly. An Executive Action Plan is included.
Whether you are the CEO of a global organization or starting your own clothing boutique in order to succeed from here out, you must become a Metailer-and this groundbreaking book will show you how.
