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Place, Passion and Personal Economics
Have you ever noticed how differently you spend depending on where you are, what you’re doing or even how you’re feeling?Your customers are no different.
This week, we’re looking at place, passion and personal economics — and why understanding the person behind the customer might tell us far more than another segment ever could.
Here's what caught our attention.
FEATURE ARTICLE
Place is the space
The customer journey didn’t move online. It got bigger.
Customers move effortlessly between screens, stores, streets and spaces — and expect brands to move with them.
In Part 1, we explore why the real world still has enormous power to shape customer behaviour — and why physical place could be one of digital’s most powerful drivers.
→ Read "Part 1. The Real World"
CustomerX
The Always-On Fan Economy
The final whistle isn’t the end of the opportunity.
Fans don’t switch off. They keep watching, scrolling, shopping, travelling and engaging — turning fandom from a big-moment audience into an always-on commercial relationship.
At CustomerX, leaders from Unilever, DAZN, SailGP and Uber Eats explore how brands can turn shared passions into deeper relationships — and unlock the opportunity between the big moments.
INSIDE THE CUSTOMER MIND
Lifting the lamp by the golden door
Feeling poorer doesn’t always mean spending less.
In Part 2 of his series, Paul Skeldon looks at what happens when financial pressure meets human psychology — and why the way customers feel about their finances can be more revealing than what the numbers say they should do.
Realising Growth in a Stagnant Market: What the Data Reveals
A Close Inspection: The Contradictory Consumer
Commercial leaders are under intense pressure right now. Customer spending is stagnating and competition is fiercer than ever before. If you are steering a medium to large enterprise in retail, travel, hospitality or finance, doing more of the same simply will not cut it. Finding new paths to growth requires looking outside our immediate industry bubbles. We need to learn from the leaders shaping the future of customer spend across every sector.