I have recently had my nose in a great book called Digilogue by Anders Sorman-Nilsson. Fantastic read. Highly recommended for any business or brand wanting to identify ways and means of engaging with consumers in the digital age. Anders believes the most successful brands in the future will be those who manage to integrate a brand experience across online and offline channels - integrating 'digital' with 'analogue'. I would have to agree.
Even when it comes to relatively quick and inexpensive purchases, consumers still show their capacity to enhance their experience by layering online and offline channels on top of one another. For example, customers at Starbucks can track where the beans were sourced that
Donna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia.