Turns out the collaborative consumption model operates as a great mechanism for product trial as well.
FORBES: Collaborative Consumption: Should Marketers Be Afraid?
There are also vertical collaborative consumption sites such as Airbnb and Getaround and RelayRides.
Could it be that collaborative consumption can actually be a category extender instead of a category killer?
FORBES: Collaborative Consumption: Should Marketers Be Afraid?
Now to answer our original question: Should marketers be afraid of collaborative consumption?
FORBES: Collaborative Consumption: Should Marketers Be Afraid?
That peer-to-peer interest in dropping big box retail (seen through Airbnb and others in collaborative consumption) is also driving interest in CustomMade.
FORBES: CustomMade Brings Artisan, Customized Products To Mass Market
The site has harnessed the power of collaborative consumption to match available car seats with willing riders, efficiently and in real time, using a mobile app.
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One of the major questions about the sharing economy or collaborative consumption companies is how these services affect local economies and what economic benefits they bring.
FORBES: Airbnb Had $56 Million Impact On San Francisco: Study
Rachel Botsman, a leading researcher on collaborative consumption, argues that we will soon enter an era when our online reputation will become more important than our credit score.
The growth of collaborative consumption comes from all of us seeking new ways to create profit and increase value in a globally connected society that loves to share.
On regulation facing collaborative consumption companies, Shelby Clark, founder of RelayRides, said reputation systems in sharing economy can help with trust, verification of identities and other goals of regulation.
FORBES: Sharing Economy Provides Extra Cash And Creative Expression - SXSW
As the market matures, we see more people see first-hand the benefits of collaborative consumption, they are more receptive to share their homes, cars, skills, offices, and other assets.
Nate Blecharczyk cofounder and CTO of Airbnb said that regulation should be different for collaborative consumption services because owners of homes or cars are usually the ones providing the service.
FORBES: Sharing Economy Provides Extra Cash And Creative Expression - SXSW
Scaling collaborative consumption requires a holistic way of thinking.
FORBES: Collaborative Consumption: Should Marketers Be Afraid?
Then, with the advent of the newest trends in e-commerce such as flash sales websites, personal subscriptions, and collaborative consumption, virtual shopping became just as overwhelming and complicated as real life shopping.
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If you can share (or rent) your house or car on collaborative consumption sites like Airbnb, RelayRides or Getaround, why not share some of your Wi-Fi access in exchange for more access?
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This relatively new trend is called collaborative consumption.
To understand the marketing implications of this collaborative consumption trend, our Campbell Mithun team both talked to marketers on the sharing front lines and conducted a quantitative consumer survey for insights about consumer attitudes.
FORBES: Collaborative Consumption: Should Marketers Be Afraid?
The explosion in collaborative consumption is indeed transformative, but Y Combinator-backed Balanced is a step in the wrong direction precisely because it extends and supports the legacy infrastructure rather than offering a true peer-to-peer payment solution.
FORBES: Payments Startup Balanced Innovates In Wrong Direction
It also shows the growing impact and large potential of collaborative consumption companies, which are redefining the meaning of economic activity in a highly Internet-connected population where sharing and renting among peers in some cases replaces ownership and buying.
FORBES: Airbnb Had $56 Million Impact On San Francisco: Study
Companies like Getaround and Airbnb who operate in the collaborative consumption market use similar systems and for good reason, consumers are now familiar with these services and want to have as much information as possible, while sellers enjoy the stronger viewings and the potential of more sales that higher trust ratings deliver.
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