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PHOTO: Des Récits The shift towards digital customer experience had been gaining momentum over the years — the pandemic pushed it over the edge.  People who previously wouldn’t have considered ordering groceries online are now purchasing all of their food on their laptop from home. QR codes have replaced physical menus in restaurants. Chatting with your favorite barista each morning has turned into ordering online and grabbing your latte through a takeout window. The list goes on. The digital experience is now more important than ever, and consumer expectations are at an all-tim...

PHOTO: Zack Marshall People are like raccoons: we're attracted to the new, shiny object. Customers want to buy whatever’s innovative or cutting-edge. If you want to appeal to this desire, it’s helpful to position your products as next-gen in your marketing. So how do you market your offerings to stand out as the innovations they are? Here are some tips to position your product so consumers see it as the next big thing. Make Sure You Can Deliver on the Promise First things first: is your product actually next-generation? At the risk of stating the obvious, you have to first determin...