customer empowerment

13 Mars 2010 à 22:14

Today "customer empowement" has become a buzzword which stands for positivie as well as negative side effects for companies. Especially in the virtual retail world, buyer can effectively hold sellers hostage to negative feedback. What are the possibilities and threats of "Customer empowerment" for companies?

24 Janvier 2011 à 10:53

The idea involves letting consumers take control of different things that are conventionally pre-determined by marketers: product characteristics, place of access, exposure to advertisements or product information, and even price. Consumers can shape the marketing interaction, making it more relevant for themselves, and this should lead to greater involvement and responsiveness.

"Empowerment is sometimes captured in the slogan "get what you want, when you want it, where you want it, on your own terms." (my 3rd year course).

The possibilities are awesome with the increase of internet, some companies let people the choice with packaging or this kind of things !