WalMart has turned online grocery delivery into an interesting hybrid.
In Denver, reports Sarah Perez in Tech Crunch, the retailer is piloting a version through which customers can order groceries online. Then, instead of having the delivery made to their homes they swing up the brick-and-mortar and pick the order up. The payoff for that particular store is that WalMart studies show that some customers will still enter the store and pick up items they forgot to order earlier. Here is the coverage in Tech Crunch.
We in professional services are learning the hybrid approach. That is, provide a menu of options to clients/customers. Take the legal sector. Because so much information about legal proceedings is available on the web and hiring a lawyer is expensive, more people are representing themselves (pro se litigation) - or at least trying to. When they hit a wall, then they start looking around for professional legal help. At that point they expect law firms to have unbundled or a la carte services.
In executive communications, some of us are providing these same kinds of offerings which are not traditional. For instance, prospects might ask the how-to of repurposing content they already have. No, they don't want us to write the chief executive officer's speech. Instead they need to find out how to leverage that insight into other formats and mediums.
Should we in business be developing the mindsets of restaurants which test out consumer demand? You bet.