Key Insights
Heavy investment in big data and personalization leads to generic customer experiences, causing decision fatigue and lack of engagement.
Big data focuses on consumer actions to maximise sales but misses deeper insights from small data, such as attitudes and emotions.
The trend towards flat, simplified designs in the 2010s created a visually monotonous digital world, leaving consumers craving diverse and engaging brand experiences.
Businesses must navigate between leveraging technology and creating richer, more diverse brand experiences to stand out in the competitive market.
In the drive for innovation, optimization and efficiency, businesses are investing heavily in big data, machine learning and personalization algorithms to enhance customer experiences. However, these innovations, while intended to create personalised and engaging interactions, are paradoxically leading to a more generic and monotonous customer journey. This phenomenon, which we term "Algorithmic Boredom," represents a challenge for brands aiming to differentiate themselves in an increasingly competitive market.
The Paradox of Technological Advancement
With the limitless virtual shelves of online platforms, the traditional retail mantra of "more products, more sales" is proving ineffective. Consumers are overwhelmed by the volume of choices, leading to decision fatigue and a sense of sameness. The reliance on big data to drive personalization often results in superficial insights focused primarily on actions and behaviours, with the goal of maximising sales. This approach overlooks the deeper, more nuanced insights that small data—capturing attitudes and emotions—can provide. As a result, there is a lack of curation, discovery, and surprise in brand experiences, leaving consumers craving richer and more engaging interactions with brands.
The New Aesthetic - the increasing appearance of digital technology and the Internet in the physical world, and the blending of virtual and physical.
Homogenised Aesthetics and Brand Experiences
The 2010s saw increasing standardisation of aesthetics, with the aesthetics of iphones and Apple stores setting the tone for design. This was coined "The New Aesthetic," by James Bridle. It was characterised by flat, simplified, and monochrome designs, creating a visually homogenised world that attempted to mirror the digital one. However, as digital acceleration continues into the 2020s, consumers, particularly younger generations, are seeking more diverse, surprising and different brand experiences. Kyle Chayka, in his book "Filterworld," describes how the digital age's paradox of choice, commodification of experiences, and loss of genuine engagement are eroding consumer interest and satisfaction.
Aesthetics of Technology
We now spend over 50% of our time in the digital world. Consumers desire to go beyond standardization and conformity.
Navigating the New Consumer Landscape
Businesses must now navigate between leveraging technological advancements and creating richer, more engaging, and diverse brand experiences. This is where Kondo & Partners can help. With our extensive experience across different countries, cultures, and segments of the fashion and lifestyle industry, we are uniquely positioned to guide brands through this challenge.
Our Solution: Integrating Big Data and Small Data Insights
We recognize the importance of integrating both big data and small data insights to create truly meaningful brand experiences. Our methodology focuses on capturing the deeper attitudes and emotions of customers, allowing brands to innovate, differentiate, and succeed in an increasingly competitive environment. By viewing brands, products, and services from a customer's perspective, we develop tailored solutions that ensure effective implementation and engagement.
Conclusion: Embracing Richer Brand Experiences in a Digital World
As businesses continue to invest in technological advancements, it is crucial to remember the importance of creating compelling and meaningful brand experiences. Kondo & Partners is dedicated to helping brands succeed in these increasingly difficult market conditions, leveraging our unique insights and methodologies to drive growth and long-term success.
Contact us to discover how our approach can transform your brand, ensuring it stands out while meeting the evolving needs of consumers. We specialise in partnering with fashion and lifestyle brands operating in the Central Eastern European market to understand customer behaviour and market dynamics, aligning brands with contemporary consumer values. By prioritising the attitudes and emotions of customers and encouraging meaningful engagement, we help companies re-engage with their audiences, ensuring sustainable growth and success.