2.6. Participant // Harder to drive retention in a Peer 2 Peer Economy
Communities have always been valuable for
retailers but it’s only now that brands
acknowledge their importance: it’s a great way
to drive loyalty. That’s why we see
gamiﬁcation being introduced in retail.
Digital technology is making it easier for
consumers to collaborate amongst each other
and/or with their favorite brands.
But we also see that new players are using the
(financial) power of the crowd to kickstart
their ideas and that the sharing economy is
changing the world forever. As digital we’ll
get, ‘human’ will always remain important -
but in a digitally facilitated way!