Your customer is the brand: What is your role?

There is a paradigm shift in this age of digital empowerment. Introducing the one and only customer.

While at Newark Liberty International Airport recently, on the lookout for a quick snack and drink before my flight, an unexpected encounter left me pondering the evolving dynamics of customer relationships. After selecting my items and approaching the self-service check-out, it struck me that I had unwittingly become a certified supermarket cashier and bagger. This transformation was a result of a recent retail trend—an empowerment or, should I say, an outsourcing—of cashiering tasks to customers.

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