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