Re-Invention Drives Loyalty – and Survival – in Our Age of Disruption

Not long ago my colleague, Wendy Culpepper, and I shared a presentation at Kobie’s Annual OnPoint Conference where our focus was on retaining customer loyalty in the age of disruption. We addressed some of the most visible disruptors – Uber, Amazon, curated subscription businesses in the fashion, dining, beauty and other sectors – and how competitors are reacting to the revolutions in their verticals.

Some of the key strategies we identified that are being employed by successful marketers include:

  • Diversifying channel strategy to be where the disruptors are
  • Adopting key elements of disruptive competitors to level the playing field
  • Re-inventing the fundamental business model

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