However, I quite like the product ownership and customisation experiences as well and I think there is mileage in participation at any level beyond just passive consumption. But, as you say, participation linked to their particular brand experience is just more meaningful and leaves the customer with a stronger sense of what the brand is all about and if they want be associated with it.

As well as participation, there is also sensory experiences to be considered as part of the retail experience. I need shops to be fun, I hate shopping!

Thanks for the article
Matt

It was a perfect fit between looking at internet/e-sales (other speaker) and understanding about digital and retailing (your conference). “Empower the client”, “Make retail experience”, “Get them to buy the product”. I like those insights.

Rudy

have you ever seen the animation on the Tokyo underground that uses the light and window framing from the moving train to create the movement. just awsome…..

when will we get that added to the available space in London?

I think it’s debatable whether the best source of support information is rarely the company, though there are without a doubt companies where that is true.

The trick with harnessing crowdsourcing is the same as it is with the broader web. Some information is great and some is garbage. So, for companies that care, there is still an important role for technical communicators, though an increasing part of that role will be acting as a curator, collecting, editing, and organizing information that originated outside the company.

Writing will still be important; after all, customers are not generally screened for writing ability:), but I think it will be a smaller and smaller part of the job.