White Paper - 'Engineering the Routes to Market' by Nicholas Coutts
05/06/2006The ways in which we can buy products and services is changing, as a result of changes in technology, which have led to the development of new channels and to reductions in the time and cost in finding information. In turn, this has led to changes in expectations and motivation regarding the use of information and how we engage in the buying process.
As a result, the focus of our buying decisions is shifting from product to service, ie. from what we want to buy, to how and when and where we want to buy, for both business to business (B2B) and business to consumer (B2C) transactions, and our expectations are changing.
If I cannot transact in the way I want, ie, when, where and how I want, I will buy from a competitor, as product quality is seldom an important differentiator, given the improvement and levelling of quality of production across the world.
The time and money I need to spend to find information on specification, price, availability by channel, services such as delivery, warranties and guarantees, alternatives and substitutes, references and user experiences are falling, while the number of channels is increasing....
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