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Announcing: Gartner’s Hype Cycle for Consumer Goods, 2013

by Don Scheibenreif  |  August 2, 2013  |  Comments Off on Announcing: Gartner’s Hype Cycle for Consumer Goods, 2013

My colleague Dale Hagemeyer and I are pleased to announce the publication of Gartner’s Hype Cycle for Consumer Goods, 2013. The Hype Cycle is Gartner’s best known  framework and designed to offer our IT clients  a snapshot of the relative maturity of technologies, IT methodologies and management disciplines. They highlight overhyped areas, estimate how long technologies and trends will take to reach maturity, and help organizations decide when to adopt. Our report  is intended for IT and supply chain professionals that advise and work closely with sales, marketing, and supply chain organizations in consumer goods companies around the world.  Dale and I look forward to this report every year because it gives us a chance to step back and take stock of the technologies and forces that will impact the consumer goods industry for the next several years.

This year’s Hype Cycle has  a number of new entrants that reflect common questions from our consumer goods clients about driving growth amid uncertain conditions and increasingly connected consumers and customers. They are:

  • Virtual Store Research: Exposes a shopper to a 3D simulated store environment to gauge their reaction. This is much easier and cheaper than building a mock-up and bringing the shopper to it.
  • Retail Mobile Shopping (Nonpayments): Using a mobile device in the store to gauge where a shopper is at any moment in time and make appropriate offers in real time based on where a shopper is standing or what he or she is scanning with the device.
  • Content Marketing: Assists with the creation and management of digital content in a marketplace that is becoming increasingly digital.
  • Gamification: Making business processes and interactions “fun” and engaging by making them more like a game and less like an application.
  • Augmented Reality: Driving consumer engagement through new technologies like Google Glass.

We know from our many client interactions that consumer goods manufacturers are focused on technologies that will drive competitive differentiation by engaging customers or consumers.  We hope you enjoy this year’s report and find it useful in your strategic planning efforts.

As always, we welcome any questions or comments you might have.

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Category: consumer-goods  

Tags: augmented-reality  consumer-goods  content  gamification  hype-cycle  mobile  retail  virtual-store-research  

Don Scheibenreif
Vice President and Distinguished Analyst
9 years at Gartner
9 years IT Industry

Don Scheibenreif is a Distinguished VP Analyst with Gartner's Customer Experience research group. He works with with Customer Experience and other IT leaders on how emerging trends and digital business will impact CX and enterprise digital transformation. Read Full Bio

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