Brands are cottoning onto the idea that they can use smart products to continue a relationship with consumers after purchase, writes Daniele Fiandaca, co-founder of Creative Social.
One of my favourites quotes is from James Wallman, author of Stuffocation. " We are moving from a world of materialism to one of experientialism." If it's true, that's great for brands who deliver experiences, and not so great for those brands who see themselves as a product-based business.
The good news however, is that technology is opening up new opportunities to deliver a different kind of experience to their customers and to build a deeper, more fulfilling relationship. One of the key drivers is the Internet of Things.