And, if so, what does that mean to association executives?
I realized that the huge shift toward engaged consumers is just an informal association in disguise.
I’m thinking most retailers are jealous of associations and the connection most associations have with their members.
So, retailers are trying to engage them. Perhaps that’s why American Express uses the tag line “Membership has its Privileges” and other companies attempt to engage buyers as members?
Associations ask members for two things: time and money.
A key question is whether retailers – in becoming quasi associations through various on and off-line engagement efforts – are diverting their customers away from association memberships?
The other question is whether associations will have the capability, resources and commitment to adapt new tools to make association membership relevant to members who are experiencing radical changes in their relationships with their retailers?
What do you think?
Are retailers our competitors? And are the experiences they provide our members influencing what our members expect from our associations?