Comment & Blogs
Date:16 August 2012
Rising Rail Fares Even More Reason to Embrace the Digital RevolutionJames Roper, CEO, IMRG
The news that rail fares in England are set to rise by 6.2% or more in January has, understandably, dismayed many commuters who are routinely hit with increases that far outstrip the rate of inflation.
This underscores the case for embracing digital channels in multiple areas of our lives. After all, with the internet you don’t move toward the product or service you are trying to buy; it comes to you.
I’m not suggesting that all travel can therefore be abolished; some people are required to travel physically every day due to the nature of their employment. But the same is not true for all of us. Virtual conferencing and Face Time become a lot more appealing when the costs of being at a meeting in person are so staggeringly high.
Shopping is another area where digital solutions can cut costs. e-retail has become a fully integrated part of our lives, whether we are acquiring a product, booking tickets and flights, betting or making a reservation, digital channels tend to play at least some role in the purchase process – if not all of it.
In addition, with mobile we essentially have the internet accessible at any time and (increasingly) in any place from the palm of our hands. Rising train fares, extortionate parking costs and record highs for petrol make us very grateful that the digital revolution is here to help alleviate the pain of ever-increasing prices.
And if we have to travel, at least the digital marketplace is portable too.