Premiumisation: Past, present and future

Provides an overview of the past, present and future of premiumisation, including an explanation of the second wave of premiumisation and long-term global income trends.
  • The post-global financial crisis landscape has permanently altered the rules of premiumisation, as consumers seek higher levels of service, personalisation and connection.
  • With mid-tier product segments under pressure, more brands face a choice between commoditisation or premiumisation, and the rise of Amazon, Google and Facebook has created new opportunities for driving consumer engagement.
  • Demand for greater personalisation and integration requires massive amounts of data to meet, so every brand must carefully consider which “nodes” of connection can be leveraged.
  • As a new internet retailing environment creates opportunities for even small start-ups to achieve region-wide or nationwide distribution...

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