Wednesday 11 September 2013

Who owns the Consumer?

Building on Seth Godin’s idea about ownership of customers it can be useful to compare UK retailers’ shopper-insight with that of a brand owner…

Retailer’s knowledge of the consumer:
- Name, address, age, sex, family size
- Occupation, income
- Health, insurance cover
- Finances
- Shopping behaviour
- Pass-times/hobbies/travel-behaviour

Supplier’s knowledge of consumer:
- Little grey-haired old lady, living alone (with dog + 2 cats) on the outskirts of Oxford, 2 children having left home…

If knowledge defines ownership, who now owns the consumer..and sells everything a consumer needs…?

Moreover, are we as brand owners capable of managing a retailer’s degree of consumer-shopper insight?

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