Mass to micro: Meeting unprecedented consumer market shifts
Deloitte Insights
March 01, 2024
Today’s diverse consumer profiles and a fragmented tech-driven market are driving many in the industry to transition from a supply-focused to a demand-driven model. This pivot marks an important transition from mass-market approaches to strategies that can prioritize relevance for specific consumer groups. For many consumer industry organizations, they refer to this as striving to provide her with “what she wants, when and where she wants it.” We refer to this shift as an industry moving from mass to micro. While at first read, this may sound like micro-targeted marketing, how a consumer company builds highly relevant offerings and becomes more consumer-centric moves well beyond personalized marketing.
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Tags: Business Strategy, Customer Experience, Digital Disruption
