As a result, consumers can shift their desire from simply completing a transaction to getting the most out of each transaction that they do. They buy more, and what they buy has a higher margin. Often, when consumers are dealing with complexity and choice, they run out of time, they run out of patience, and they run out of trust. They don't believe that salespeople are really interested in helping them. Whether they're buying books, computers, appliances, or groceries, people spend more when they sell products to themselves.
Digital speed resegments segmentation.
In the old days, before omnipresent digitization, slowness protected market segments. Consumers who were willing to wait a long time for the best price became one segment. Then you had another segment of consumers who couldn't wait for the best price and who were therefore willing to pay a premium. The bigger challenge is to detect emerging segments that require new and different calibrations to measure them. Consumers are creating niches in places that companies never even knew about.