Busting Digital Channel Myths: How False Assumptions in the Building Products Industry Are Restricting Growth
- VOLUME XIX, ISSUE 19
- Executive Insights
The building products and materials industry has watched the dislocation of consumer markets by digital disrupters like Amazon, ASOS and Uber, and is nervous about the shape and speed of the digital threat coming its own way.
That concern, the conservative nature of the industry and the relatively old school image of the traditional builder have given rise to four false digital assumptions, which are prevalent throughout the market.
These false assumptions are:
While the industry has been a digital laggard, the internet provides tradesmen, manufacturers and retailers with the chance to create significant competitive advantage — and to become disrupters themselves. Their investors will be watching with interest.