Today consumers are not just a consumer (people who consume something anymore). Bunch of reasons are pushing consumers to transform their self to be a Transumers. Transumers are consumers driven by experiences instead of the "fixed", by entertainment, by discovery, by fighting boredom, who increasingly live a transient lifestyle, freeing themselves from the hassles of permanent ownership and possessions. The fixed is replaced by an obsession with the "here" and "now", an ever-shorter satisfaction span, and a lust to collect as many experiences and stories as possible (Trendwatching, 2006).
Based on the definition above, we could understand that transumers are kind of consumers that shaped by new experiences rather than any "fixed", they are trying to discover something new as a part of fighting their boredom. They are kind of consumers who want to escape themselves from any problems that caused by ownership and possessions such as tax and damage. And they want to enrich them selves with new experiences and new stories for temporary satisfaction.
As I wrote above, consumers transforms their self because of bunch reasons. And there are some characteristics of what transumers are alike. The first characteristic can be seen because of the products availability. Today, there are so many products available and technology really make it easy for consumers to reach them all at the same time! This is what people say as "tyranny of choice". They are facing a lot of choices and as a human being, consumers wants them all. This is the cause of why consumers are not being loyal only for a brand and likes to seek new brands.
The second characteristics can be seen on social network. Most of consumers today are having their social network account even in Facebook, Twitter, Foursquare, and other sites. They do love share their stories to their friends. They often update their status on those social network to tell how their experience about a brand. That's why transumers are consumers who driven by experience. The problem then is we are people who are having limited space. So, transumers always looking for new spaces to get new experiences to be shared. For a simple example, we often get bored with some restaurants in our city then we are seeking to find a new restaurant, then we share it to our social network. No wonder, today (and perhaps in the future) hospitality industries such as hotel and tourism are in a big opportunity reminds transumers are spending most of their times outside.
Besides the big opportunity for hospitality industry, other implications on the emerging of transumers is decreasing numbers of ownership. They dislike to posses something for a long time. They dislike to get problems because of their ownership and possession of thing, better for them to rent than owning. So, rental industries also having a good chance to shoot transumers as the prior target market. Then, its important for those industries to learn the characteristic of transumers as their target market to design a right way on approaching them.
In other hand, transumers are kind of consumers who are having huge attention to environment. Most of them are being a part of communities who cares about ecosystem, environment, and healthy living. The reason of why is because they are not saving a lot of goods that ends up only become a rubbish.
Even though transumers sounds interesting, but we should put a caution on a dark side that may happened to transumers' life. That is the personal life, especially family life of transumers that maybe distracted because transumers as a member of family spent most of their times outside, busy with their new experience, and having less time to communicate and interact with their family.
So, have you been a transumer already? Have you found the right path to approach transumers as your industry's target market?
Reference:
Marketing Magazine. No. 10/X/October 2010
Trendwatching on http://trendwatching.com/trends/transumers.htm
Based on the definition above, we could understand that transumers are kind of consumers that shaped by new experiences rather than any "fixed", they are trying to discover something new as a part of fighting their boredom. They are kind of consumers who want to escape themselves from any problems that caused by ownership and possessions such as tax and damage. And they want to enrich them selves with new experiences and new stories for temporary satisfaction.
As I wrote above, consumers transforms their self because of bunch reasons. And there are some characteristics of what transumers are alike. The first characteristic can be seen because of the products availability. Today, there are so many products available and technology really make it easy for consumers to reach them all at the same time! This is what people say as "tyranny of choice". They are facing a lot of choices and as a human being, consumers wants them all. This is the cause of why consumers are not being loyal only for a brand and likes to seek new brands.
The second characteristics can be seen on social network. Most of consumers today are having their social network account even in Facebook, Twitter, Foursquare, and other sites. They do love share their stories to their friends. They often update their status on those social network to tell how their experience about a brand. That's why transumers are consumers who driven by experience. The problem then is we are people who are having limited space. So, transumers always looking for new spaces to get new experiences to be shared. For a simple example, we often get bored with some restaurants in our city then we are seeking to find a new restaurant, then we share it to our social network. No wonder, today (and perhaps in the future) hospitality industries such as hotel and tourism are in a big opportunity reminds transumers are spending most of their times outside.
Besides the big opportunity for hospitality industry, other implications on the emerging of transumers is decreasing numbers of ownership. They dislike to posses something for a long time. They dislike to get problems because of their ownership and possession of thing, better for them to rent than owning. So, rental industries also having a good chance to shoot transumers as the prior target market. Then, its important for those industries to learn the characteristic of transumers as their target market to design a right way on approaching them.
In other hand, transumers are kind of consumers who are having huge attention to environment. Most of them are being a part of communities who cares about ecosystem, environment, and healthy living. The reason of why is because they are not saving a lot of goods that ends up only become a rubbish.
Even though transumers sounds interesting, but we should put a caution on a dark side that may happened to transumers' life. That is the personal life, especially family life of transumers that maybe distracted because transumers as a member of family spent most of their times outside, busy with their new experience, and having less time to communicate and interact with their family.
So, have you been a transumer already? Have you found the right path to approach transumers as your industry's target market?
Reference:
Marketing Magazine. No. 10/X/October 2010
Trendwatching on http://trendwatching.com/trends/transumers.htm
No comments:
Post a Comment