Digital technologies create access to new customer segments

Leverage digital change through product personalisation and bundling

[02:18 mins]


Adjacent product and customer segments can be easier to access using a number of digital innovations. Traditional retailers might have been limited in their potential to reach customers, but search engines and highly targeted, low-cost online advertising have made new segments accessible.

Digital disruption - Short fuse, big bang? outlines three strategies to help companies reach new customers and sell more products to existing ones:

  • Personalise product and service offerings
  • Differentiate pricing through product bundling and versioning
  • Leverage social media.


Recalibrate, Replenish, Reshape

Click one of the nine levers to assess your response to digital disruption.

Capacity to act Risk management Assest mix New business model New geographies New segments Overhead Supply chain People

Digital disruption responses