Brand vs. consumer maturity: Reflections on buying a car in 2014

A while ago a well-known car manufacturer launched an advertising campaign which grabbed my attention. If the rest of the brand experience would have been as engaging as the campaign I would now have owned a new car. Alas I don't and in this post I’ll explain why that is. 

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Online Trends in B2B E-commerce

According to analyst firm Forrester Research business-to-business (B2B) ecommerce in the US is poised to reach $559 billion by the end of next year. In comparison, another analyst firm – eMarketer – predicts that business-to-consumer (B2C) ecommerce in the US will reach $256 billion in 2013. Thus, in spite of the overwhelming immaturity of the B2B online commerce landscape, the value of B2B online purchases are expected to be more than twice as high as B2C online purchases next year.

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The automotive industry takes a leap of faith

If you think that you won’t ever buy a new car online, think again. It might happen faster than you think. While the automotive industry is certainly struggling in Europe and some other parts of the world, hampered by overcapacity and economic turmoil in key markets, we saw a glimpse of the future this summer as three leading brands showcased that the future of car distribution and service lies online, and there’s evidence of more to come. 

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Mays's Trendwatching Trend Briefing

May's Trendwatching Trend Briefing features (R)ETAIL (R)EVOLUTION: how e-commerce transforms all shopping behavior. On and offline. Check it out here

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