index

The Shopping Experience in TES

by Roger Bourke White Jr., copyright June 2017

Introduction

What is the shopping experience going to be like in the 2050's?

Thanks to Big Data and cyber, organizations offering products and services will be able to dramatically fine tune what they offer to what each particular customer wants. Advertising will be more and more relevant -- good for both the consumer and those paying for the advertising.

But, what does this improved targeting get the organizations offering products, and what does it get the customers? Who, or what, is going to moderate what the product offerers offer so that it harmonizes with what the target customer needs, wants, and can afford?

A new skill comes into existence: harmonizing advertising and the target customer's budget.

Avoiding "Shop 'til you Drop"

This harmonizing becomes important because many people have a strong instinct to windfall spend, as in, "If you've got it, spend it! DRINKS ARE ON ME!" And in the world of TES lifestyles there isn't much training to curb this instinct. So if people aren't learning self-restraint on their spending styles, who will be doing their budget harmonizing? Who will be doing the restraining?

It is likely the customer's cyber muse will be helping with the harmonizing. It will be the muses who are teaching home economics-style good sense spending to people of all classes. This challenge applies to all classes and both necessity and luxury offerings because the instinct to windfall spend is strong and pervasive.

Offering New Products

How does a new product or service break into the marketplace? How does Big Data understand and help new and innovative products succeed? This challenge applies most strongly to wildly innovative products that don't have familiar antecedents already out in the current marketplace. Examples of this issue: driverless cars have been widely predicted, but voting in Trump as a president came as a complete surprise. How will Big Data handle Trump-like surprises in the 2050's?

Conclusion

Shopping in the 2050's is going to be dramatically different from shopping in the 2010's. "Smart" is going to make big changes to both what customers get offered in visible ways, and how they learn their home economics so they can decide what is within their budget and what they must forego for now.

There will still be surprises. In particular, how well innovative new products get accepted will still be an activity filled with uncertainty. And how these new products will mesh with smart advertising will be a constant surprise of the 2050's.

 

 

--The End--

index