Five principles that captivate Customer 3.0 and turn the new market dynamics to competitive advantage

Delivering the Best Online Shopping Experience - Jason Sylva - HBR Events - Harvard Business Review

Consumer commerce has changed radically over the past half century. Today, abundant supply is chasing relatively scarce demand, and new technologies have empowered individuals, giving rise to a new breed of consumer.

"Consumer 3.0" is firmly in control of the shopping landscape.

To succeed in this environment, all companies in every industry need to be engaging customers online and meeting their expectations, though the expectations bar has never been set higher. The world of retailing is no longer built around products but around consumers. It is critical in this environment that companies adopt a thoroughly customer-centric focus.

Five principles can guide companies, pointing the way to strategies that captivate Customer 3.0 and turn the new market dynamics to competitive advantage.