“Digital First” Consumers Driving Trend for “Borderless” Brand Experience, According to New Survey by Sequence

Survey Reveals that Seamless Brand Expectations Start with
Millennials, but Increasingly Present Across All Age Groups

SAN FRANCISCO–(BUSINESS WIRE)–According to new research from Sequence, “Digital First” consumers are
driving the expectation for a brand experience that is borderless – one
where the lines between digital and physical customer experiences are
non-existent. Digital Firsts, largely millennials, have grown up in a
world where almost everything is connected via digital means. Broadly,
consumers of all ages are increasingly becoming more technically savvy
and have the same expectations for borderless brand experiences. In the
survey, 52 percent of millennial consumers said their first impression
of a brand comes via digital, and 90 percent of all consumers,
regardless of age, expect a seamless omnichannel experience across
in-store, online or mobile transactions.

The new survey, “Borderless Brand Experiences and the Rise of the
Digital First”, was released today by Sequence. Sequence is a San
Francisco-based independent agency that designs and develops connected
experiences for the world’s best-known and most innovative brands,
including Chipotle Mexican Grill, Chevron, Apple and The Ellen DeGeneres

Through the survey, Sequence also explored consumers’ perspectives about
the role of technology in the customer journey, and how that should be
balanced with a personal, human touch. The survey looked at consumer
digital and analog preferences in specific areas like retail, casual
restaurants, travel, financial services, and media and entertainment.

“Digital Firsts think about what works best for them, whether it crosses
geographical lines, jumps from online to offline, or blends from digital
to physical and back again,” said Jojo Roy, chief executive officer of
Sequence. “To achieve this customized blend across digital and analog
experiences, businesses will need to break down their own organizational
barriers and remove technology constraints to meet these demands.
Companies that are able to deliver borderless brand experiences will
have a competitive advantage.”

Key findings in the report include:

  • Two out of three of consumers lose trust in a brand when the physical
    presence doesn’t align with the digital experience
  • 79 percent of consumers are more loyal to brands that have a great
    online and offline experience
  • 90 percent of consumers want to be able to ask questions and return a
    product wherever it’s convenient – regardless of where it was purchased
  • Three out of four consumers say face-to-face communication is still
    important to them, even if they made an online purchase

Highlighted data from key business segments include:

  • Restaurants: 42 percent of consumers are disappointed when the
    same information isn’t available in a restaurant when they know it’s
    available online
  • Retail: Over one-third of shoppers are seeing a disconnect
    between their online shopping experience and their in-store experience
    from the same retailer
  • Travel: 89 percent of consumers say that their gate experience
    with an airline doesn’t match their online experience
  • Financial services: 37 percent say their online bank or
    financial app is more helpful than going into the actual bank
  • Media/entertainment: One out of three millennials don’t
    subscribe to cable or satellite TV, and 72 percent of millennials
    don’t watch live television broadcasts

For more information on the survey findings of “Borderless Brand
Experiences and the Rise of the Digital First” download the full report here.

About Sequence

Sequence is an independent agency that designs and develops connected
experiences by launching new brands, digital products and service
experiences that improve people’s lives and grow businesses. From
strategy to design to development, the 75-person Sequence team delivers
complete and compelling experiences for the world’s best-known and most
innovative companies including Apple, Chevron, Chipotle Mexican Grill
and The Ellen DeGeneres Show. For more information, visit Sequence.com
or find us @sequenceSF.


104 West Partners for Sequence
Sarah Thorson, 720-407-6078