We are in the midst of a cultural shift from mass-market, generic outreach and offerings, to targeted messaging and product choice.
With the adoption of social media outlets as forums for communications, customer expectations have changed. We expect companies to monitor our reactions and respond to us as individuals.
Companies who adapt their products to match this cultural shift see winning results. Tesla took market share by allowing consumers to customize a car and have it delivered. Progressive created tools to customize insurance coverage. Amazon has fostered a norm that shoppers can have any product they want delivered cheaply and quickly.
In the Age of Personal Choice, everyone wants their choices to be accommodated. In the face of these changing cultural expectations, generic outreach doesn't build engagement.
According to Loop & Tie CEO, Sara Rodell, this is just the beginning of the consumer choice revolution. This trend has already affected the economy and in turn will change how businesses market to their customers.
- Loop & Tie — Loop & Tie replaces the practice of picking a single product to purchase as a gift with the notion of buying a collection. Loop & Tie curates collections of gift options ranging from $25-$500. A company chooses the collection that matches their budget and creates a fully branded digital choice experience. The recipient chooses the item they value the most and it's shipped to their doorstep. Gift senders can use the platform to create collections that feature their own products or unique experiences. Loop & Tie's first-to-market technology keeps the price hidden from users, but gives them the power to choose the gift most suitable to them.