07
Your Consumer
Responsibility
While a firmly established pillar of modern commerce, how many organizations can truly claim to be consumer-first? Discover the new rules of engagement between consumer and brand to unlock growth and raise the standard for experiences.
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Experts from across frog, part of Capgemini Invent
A better life, every day
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Experts from across frog, part of Capgemini Invent
How can brands create seamless and sustainable experiences?
Download ‘The New Rules of Engagement’ to discover strategies for unconditionally meeting the needs of a more responsible consumer base.
Can you act quick, think long-term?
In this moment of flux, brands must take greater responsibility for the world they’re helping to shape. This means not only adopting a radically consumer-first mindset, but also reinventing the very core of the business for the eco-digital economy. All this must be underpinned by an exploration of the latest technology available.
77%
of organizations
believe that we’re transitioning towards a more digital and sustainable world
Source: ‘The Eco-Digital EraTM,’ Capgemini Research Institute, 2024
Featuring conversations with our team:
Tune in for the latest insights on how brands can move forward with creativity and confidence.
“Let's think about how we meet our consumer needs more holistically.”
Bhavesh Unadkat
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Bhavesh Unadkat
“Let's think about how we meet our consumer needs more holistically.”
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Bhavesh Unadkat
What might need to happen at a business level to meet the needs of both people and planet?
“We find less frequently brands are able to articulate their future consumer.”
Kerry Lee
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Kerry Lee
“We find less frequently brands are able to articulate their future consumer.”
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Kerry Lee
How can organizations shift their thinking and move into considering tomorrow’s consumers?
“Loyalty has a really interesting part to play in the future.”
Christopher Baird
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Christopher Baird
“Loyalty has a really interesting part to play in the future.”
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Christopher Baird
How can brands avoid selling ‘stuff’ and instead help consumers buy more consciously?
Listen to the Design Mind frogcast
Hear from the report authors on frog’s podcast.
To deliver unconditionally, success lies in three interlocking strategies:
1.Impress
Lead with experience
Getting to know each other
Brands must get to know their customers before they can deliver on experiences that meet their expectations. Many organizations have AI-powered tech and data infrastructure in place but are still serving irrelevant or repetitive content. It’s time to fix the basics, use data better and respect the value of audience attention.
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Bhavesh Unadkat
Start from the basics
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Bhavesh Unadkat
How can we use technology in the most meaningful way to impact consumer lives?
Creating consumer insights at scale
We're working with Unilever to truly understand their customer needs. Together, we're finding innovative ways to leverage real-time insights and optimize processes.
Client Story
Unilever wanted an analytics solution that would help them create elevated experiences and build trust with each transaction or engagement.
We worked together to create the People Data Centre (PDC). Thanks to its state-of-the-art analytics, the PDC puts consumer needs and behaviors at the heart of everything Unilever does.
Design Mind Studio Sessions
How can brands take a renewed ownership of the power they yield? Watch consumer insights experts as they discuss how leading with responsibility can open up new avenues of business.
2.Architect
Build on purpose
Rethinking the competition
For today's consumers, competitive advantage comes from convenience—but tension arises when sustainable behaviors aren’t built in as standard.
Going forward, brands must balance commercial KPIs with architecting purpose across products, services and operations. This can look like moving from promoting more offers and products to promoting only relevant and appropriate offers, to helping people consume less.
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Kerry Lee
Put yourself in the shoes of the customer
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Kerry Lee
How can data help organizations deliver enhanced lifetime value?
Creating a testing ground for the future of retail
With the world of retail transforming fast, we've developed CornerShop—a pop-up shop to explore tomorrow’s shopping innovations.
Client Story
We got experimental to help our retail clients get concepts and prototypes in front of real customers.
Designed to fill a gap in the innovation process, between labs and full store tests, CornerShop enables retailers and brands to ideate and test the future of retail.
3.Extend
Elevate your loyalty story
Curating connections
We need to think about the consumer-brand relationship differently: encouraging and rewarding sustainable new behaviors—and in doing so extending the customer lifetime value.
How willing an organization is to evolve alongside technology can deeply influence a customer’s preferences over the long run. How will you protect your brand from losing that human connection necessary for lasting relationships?
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Christopher Baird
It really centers around trust and honesty
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Christopher Baird
How can brands realize commercial value and commercial growth through loyalty?
Deepening customer engagement
We helped deliver IKEA Family: a global rewards framework that consistently recognizes customer loyalty while offering flexibility on a local level.
Client Story
IKEA Retail (Ingka Group) wanted to revitalize IKEA Family, its membership experience and deepen customer engagement.
We worked together to develop a proposition, shape core operational components and deliver the global strategy—resulting in a customer club that is central to IKEA’s engagement plan.
The consumer-first order of business
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Experts from across frog, part of Capgemini Invent
Let's strip it back
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Experts from across frog, part of Capgemini Invent
What would centering the organization around delivering elevated customer experiences look like?
Responsible consumption takes an awareness of the interconnectedness of systems. Similarly, to achieve a truly consumer-first approach, it’s key that the different aspects of the business find innovative ways to communicate fluently between each other and move into future-ready manifestations.
Maximizing customer lifetime value in this era of responsibility will take innovative outreach imbued with deeper meaning. Brands must develop the ability to better support consumers and provide more incentive than ever to stick around.
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Chief Challenges: Your Consumer Responsibility
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