UK Consumers Want Personal Packages, Not Standardised Service
Personal Package Providers are the latest in a long line of digital-first enterprises that are disrupting business-as-usual for established players across a variety of sectors.
The proliferation of technology is responsible for a seismic shift in consumer expectations; we are never more than a few inches away from a device that can connect us with any person, product or piece of information we care to think of, making it imperative for brands to rise to the occasion.
Whilst the notion of adapting to customer needs is hardly new, it is certainly more urgent than it has ever been before: with each passing day, technology makes it that bit easier for a young entrepreneur to start a business that will win over customers who are feeling disillusioned with the products and services available to them. The founders of Personal Package businesses are doing just that by stepping in to relieve customers of the financial burden of standardised service.
Personal Package Providers give customers the opportunity to tailor services to their individual needs, as opposed to paying a fixed price for a range of services that they have no intention of using; insurance providers, phone companies and gyms are notorious for giving us limited control over what we get for our money, leaving us with extraneous expenses and a bitter taste in our mouths.
By positioning themselves as the flexible and cost-effective alternatives to the established order, Personal Package Providers have seen growth since their inception:
- PureGym offers pay-monthly gym contracts that members can cancel whenever they like, instead of being locked into agreements that inevitably outlast their January fitness-kick.
- Now TV enables customers to curate their own TV packages, instead of forcing them to pay for channels that they will never watch.
- Smarty allows smartphone owners to pay only for the data they use and to carry what is left over to the next month.
- Ageas’ Back Me Up proposition enables customers to insure their prized possessions on an individual basis and to “turn off” coverage whenever they feel that protection is no longer needed.
- Cuvva, Zego and Aviva Drive offer flexible app-based insurance that reflects the individual’s driving behaviour and does not require a fixed monthly or annual payment.
- Vitality is a health and life insurance provider that tailors premiums to the individual’s level of physical activity i.e. commitment to staying healthy.
Whilst there is risk involved in allowing the customer to have this much say over the rules of engagement, these companies are banking on the theory that we are more likely to stay loyal to companies that do not strong-arm us into staying with them or demand what is, essentially, money for nothing. Established players will serve themselves and their customers well by recognising what the growth of Personal Package Providers has to teach them: in the digital economy, increasingly empowered consumers are not obliged to stick with brands that fail to give them what they need, making flexibility, personalisation and digital-first approach fundamental to survival.