Last week Alibaba splashed $2.6 billion, buying Chinese shopping mall operator Intime. This move is yet another step in its strategy strategy to focus on offline-to-online, and create a more seamless experience for its consumers. The coming scope and scale of digital disruption is breathtaking. The integration of design, product management and analytics will uniquely drive innovation. SAS has been working with tech innovation, business development and design consultants BAS ITG and I caught up with its Business Development Director and Partner, Erich Hugo, to explore key considerations.
Erich, you have been evangelising consumer experience - how do approaches like Alibaba’s move yesterday fit in?
We see a new way of describing the relationship between consumer and provider. We call it ‘consumerience’, to describe how it brings consumers and brands closer together to build a sustainable and ongoing relationship. It is a far cry from the old-style transactional relationship, and we expect it to create ongoing value for both customer and brand. Alibaba’s integration of clicks and bricks is squarely in pursuit of consumerience.