Dealsumption & Dealsumers. The consumption fest has just begun… | by IdeaCulture | Medium

Dealsumption & DealsumersIdeaCultureFollow3 min read·Oct 23, 2018 --

Listen

Share

Mentatdgt from Pexels The consumption fest has just begun.The ads have conquered the newspapers, the web and even the mobile phones.The discount shower has bettered the monsoon

statistics.The sale season has graduated from twice a year to twice every hour.The brands are busy figuring out whether to be happy with skus sold or worried about the price at which it

was.The consumers are having a ball though. They have everything and more of things they never needed, but are happy to get them for a steal (literally!)

The days that just went by…

New brands were launched, new products were launched, new price brackets were launched… To the online shopper all that mattered was the shopping game — the thumbnail, the price, the ticking

clock and the points to be won.The ecomm war has just put the plug on brand wars and erased the significance and merit of the logo, lineage and all sweat and tears that went behind creating

the edge from the competitors and the aspiration in the market; the brand David and brand Goliath all blended into one giant pixel mosaic.

In short, the brands just lost a million dollar opportunity to share their unique brand experience with the new generation of consumers — the DEALSUMERS.

The days ahead…

If we had been on the other side of the planet, in couple of years we would be witness one of the largest pile of junk in the history of the planet.

But not here.

We still sip in hard enough to taste the last drop of the sweet liquid and still believe in pass-it-downs. The phones will go to the grannies or maids, the laptops will get reformatted a

dozen times, the oven will be repaired, the soles will get pasted back into the shoe, the denims will be darned and the linens stitched. And while doing so we will still have our eyes on the

screen and fingers ready to click on the next flashing thing that catch our fancy.

As consumers, we are still children in the candy store… but live a little more sensitive, meaningful life with our purchases and value our small and big relationships with inanimate objects

and living ones alike.

Emergence of an opportunity…

All these years a brand connected to people through logos, ads, packages, brochures, stores, and signage… a relation that ended in a bill, or maybe a bag. A lucky few were remembered

occasionally when the product delighted or a service reminisced. The unluckiest were abused and sworn at when things went wrong. The rest were conveniently forgotten.

The future belongs to brands who live with the customers across the life of their product or their service they offer… and keep them delighted all along.Imagine being able to be a continued

conversation with the customers, through their good and bad days, exchanging notes, ideas, information or just plain small talk.Are brands geared for this new relationship, new

commitment?Are brands geared for this unique, personal, delightful and memorable brand experience?Are brands interested to make up for the brand experience they missed out at the purchase?