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Chapter Summary: 'The Destination Is You'

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In Chapter 9: “The Destination is You,” Stephens compiles the ideas of technological advancement and customer purchasing decisions in the chapters previously mentioned above and further discusses big data, which is currently being utilized in many different retailers. Big data has allowed companies to go beyond their own generated customer research results to a larger degree, where they can gain access to large amounts of customer related data from web searches to credit scores. If correctly analyzed and used, these data can provide a significant amount of benefits to the business as it helps them narrow down to their customer’s true interests and behaviors and avoid them from opportunity costs like the time and money invested on irrelevant processes (Stephens 199). Not only are companies the one using big data to better understand their customers, but consumers too are beginning to find their …show more content…
For example, online media platforms like YouTube are great sources for consumers to find out more information about a certain brand and its products. There are millions of videos that influencers upload to share their positive or negative opinions and are accessible anytime and anywhere. Customers have the right to decide who they are willing to spend their money on, and if something dissatisfies them along their decision-making process, they can easily shift their attention away from that company and choose another with the next best alternative. Companies are practically on a race against their competitors to see who is able to reach out to their target markets first and engage them for the longest and most efficient way as possible.
In the final Chapter 10: “Break It, Build It and Make It Beautiful,” Stephens wraps up his book by acknowledging the ever-changing

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