In this Age of the Customer, delivering a frictionless experience is sine qua non for viability. The balance of power has shifted from seller to buyer: with unlimited access to information, the proliferation of distribution channels, and the abundance of choices right at their fingertips, modern consumers have never been so influential on how business gets done.

The annual spending power of millennials—closely followed by the nascent Gen Z—amounts to a staggering $200 billion. By next year, these digitally adept generations will make up two thirds of the global population, disrupting market fundamentals. Customer-centricity is here to stay, and companies unable to provide frictionless value to their customers aren’t. This blog post examines how online businesses can stay ahead and find the best strategies to win over these new types of consumers.

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