Marketing concepts of customer experience in digital economy

Abstract

Digital transformation is a key determinant in global economic growth and development. There are serious risks of digitalization of markets and society. In order to understand the key trends in consumer behavior under the conditions of digital economy, the analytics of various global consulting companies such as McKinsey Global Institute (MGI), the consulting company Gartner, Inc., companies Deloitte, Bain & C, Forrester Consulting were summarized in this study. Based on the analysis, the main shifts in consumer behavior in the post-industrial society during the transformation of the service economy into the consumer environment of the digital economy are determined. The article describes the changes in the pReferences and behavior of customers in the post-industrial economy under the influence of digital transformations. The result of the study led to the understanding of the fact that the buyer cannot predict his/her experience, since the participation of the buyer himself/herself in determining the value is increasingly required, which leads to the formation of the phenomenon of “co-creation of the value”.