Why companies need to pay attention to the ‘zero consumer’

RETAILERS and consumer goods manufacturers are questioning – if not abandoning – their traditional ways of doing business. Why? Because of the way shopping behaviours and spending habits of modern-day consumers are changing. These consumers are omnichannel shoppers, they scrimp and splurge at the same time, they are not loyal to brands, and they care about health and sustainability. They are everywhere in Asia.

Let us call this diverse and growing segment the “zero consumers”.

One of the key characteristics is that these consumers have zero boundaries. They want retailers’ physical and digital offerings to be consistent and seamless. They demand the full “phygital” experience – one where the physical and digital worlds are not distinct but rather, completely connected. Consumers now expect the same convenient, omnichannel experience they get from media and technology companies from retailers as well.