THE SECTOR'S BIG CHALLENGES
In this highly regulated sector, it is hard to make innovative offers stand out. To get a leg up on the competition, brands can:
- Work on the pricing or terms of offers, offer promotions, etc. at the risk of weakening unit profit from customers and having to pursue a conquest strategy to obtain a positive impact on ROI.
- Propose a really appealing customer experience centered on a promise of increased autonomy through new digital services, especially for online pure players, or a promise centered on optimizing an omni-channel relationship where the human aspect has a true creative space of value.
In these new markets open to new entrants, customer experience is crucial.