Future #digitalmarketingtrend: #REconsumers

Today’s EXPECTATION ECONOMY has created a consumer class that expect the ‘best of the best’ in every purchase, and these same demanding consumers are also increasingly driven by the here-and-now and a lust to collect as many experiences as possible.

The old model of consumption (brands produce, consumers buy), has been a regular feature in past Trend Briefings from #GENERATION CASH and CONTENT, to #SELLSUMERS  and #OWNER-LESS.

Now, there is one more step:

#RECOMMERCE , it´s  never been easier for consumers to unlock the value in past purchases*. Novel brand buy-backs, exchange schemes, online platforms and mobile marketplaces offer smart and convenient options for consumers keen to ‘trade in to trade up’, alleviate financial strains (double dips, anyone?), and/or quell environmental and ethical concerns.

Indeed, RECOMMERCE is now increasingly affecting even consumers’ initial purchase decisions. Just as they do when buying a car or a home, consumers are factoring an item’s resale value into the cost of ownership for an ever-wider range of purchases.

Check out three drivers behind the RE-COMMERCE phenomenon:

  1. NEXTISM: Consumers will forever crave the new and exciting experiences promised by the ‘next’.
  2. STATUSPHERE: The growing status boost that comes from being savvy and shopping (environmentally) responsibly.
  3. EXCUSUMPTION: Cash-strapped consumers embracing creative solutions.

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