The Fluid Consumer

Examine the profound shifts in digital for the consumer and retail industry, and their implications for business models and branding. Benefit from clear guidance on new operating models and adopting disruptive ways of digital consumer engagement.


Book Details

Dimensions 155 x 215 cm

About The Author

Teo Correia

Is the Global Senior Managing Director of Accenture's Consumer Goods & Services industry group. He is responsible for global industry planning, digital & innovation strategy, investment plans and client development strategy for the global Consumer Goods and Services practice.

The Fluid Consumer provides a detailed analysis of the consumer and retail industry’s profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper-digitisation, the book explores topics such as gathering consumer insights through advanced analytics, finding the optimal channel-mix in digital marketing, leveraging the ‘Living Services’ concept, creating seamless consumer journeys and harnessing the power of start-ups.

In doing so, The Fluid Consumer focuses on the rise of an increasingly ‘fluid’ consumer who combines rapidly dwindling brand loyalty with swiftly growing brand expectations. A comprehensive Closed Loop model explains the best paths for fast moving goods companies to engage with digitalised consumers in the future, providing clear strategies to remain competitive and successful in the new digital era.