THE MEANING OF VALUE HAS CHANGED FOR OUR CUSTOMERS

Earlier this year, RAPP looked into the meaning of ‘value’ for present-day UK customers. RAPP UK’s Shiona McDougall, SVP of Strategy, and Ben Golik, Executive Creative Director, discuss RAPP’s findings - and what they mean for the modern marketplace.

McDougall states, “What we found, to our surprise, was that the meaning of value has fundamentally shifted and evolved over the past four years. In particular, we noted the emergence of three new key “levers” of value for customers, which we identified as “choice,” “control” and “community”.”