Digital Natives Demand a Retail Revolution
Brands must adapt as digital natives push for products and companies that are shaped by digital engagement.
A fascinating case of Darwinian economic competition is occurring before our eyes. Legacy consumer-packaged goods brands and retail giants, like Gillette and Sunglass Hut, are being challenged head-on by fast-growing brand-retailer hybrids appealing to digital natives that expect to be engaged in a digital dialogue before and after purchase.
Whether it is Dollar Shave Club, Warby Parker or Birch Box, these companies have traded large brick-and-mortar retail spaces for direct-to-consumer distribution. In the process, they have shown that the most valuable consumer interactions are now occurring in the digital space.
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