tag:econsultancy.com,2008:/topics/big-data Latest Big data content from Econsultancy 2017-02-23T11:10:00+00:00 tag:econsultancy.com,2008:BlogPost/68829 2017-02-23T11:10:00+00:00 2017-02-23T11:10:00+00:00 Benefit Cosmetics’ eyebrow loyalty app attracts 20,000 users Nikki Gilliland <p>The Wow Brows app is a booking system and loyalty app in one, and since it launched in November of last year, it’s attracted an impressive 20,000 users in the UK and Ireland.</p> <p>I’ve downloaded it to see what all the fuss is about. Here’s a rundown of its various features and what it aims to offer consumers. </p> <h3>Drives in-store beauty services</h3> <p>You’re probably aware of Benefit products, but you might not know that the brand also offers a wide range of beauty services in its various boutiques across the country. Undoubtedly, one of the biggest motivations behind the app is to increase awareness about these stores and to encourage bookings.</p> <p>The app works by allowing users to find and locate a nearby store, book an appointment, and collect rewards in the process.</p> <p><img src="https://assets.econsultancy.com/images/0008/4083/Benefit_2.png" alt="" width="250"></p> <p>It’s fairly simple to use, though it does require users to sign-up to the app even if they already have an online account with Benefit. </p> <p>Personally, I also find the tone of voice rather cringey. An app addressing me as ‘gorgeous’ would probably sound patronising at the best of times, let alone when it’s to inform me about a basic bit of information. </p> <p><img src="https://assets.econsultancy.com/images/0008/4081/Benefit_1.png" alt="" width="250"></p> <p>That aside, fans of Benefit are likely to be used to this sort of thing, so I suppose I can be forgiving.</p> <h3>Rewards loyal consumers</h3> <p>One thing I particularly like about the app is that it tells users from the start what kind of rewards to expect. And happily, you don’t have to wait until your 10th time to actually receive anything.</p> <p>You only have to book two appointments before you can claim your first reward, which is a free brow tint.</p> <p><img src="https://assets.econsultancy.com/images/0008/4083/Benefit_2.png" alt="" width="250"></p> <p>Not only does this provide consumers with the incentive to actually use the app once they’ve downloaded it, but it offers a tangible reward for loyalty, in turn enhancing the consumer’s positive perceptions about the brand. </p> <p>The ability to gain extra rewards if you refer a friend is a bonus, too. </p> <h3>Offers real-time and functional elements</h3> <p>Another aspect that works well is its geo-locational technology and integrated map.</p> <p>All you have to do is allow the app to detect your location, and it will provide you with a list of nearby places that offer Benefit beauty in-store. You can also view opening hours, the different type of services on offer, as well as book your appointment there and then.</p> <p><img src="https://assets.econsultancy.com/images/0008/4084/Benefit_7.png" alt="" width="250"></p> <p>I think this type of mobile technology is likely to drive more booking conversions than an advert or promotion on social media. After all, the act of booking a beauty or hair appointment is often an afterthought or on the 'to-do' list. So the notion that you can simply use your smartphone to do so whenever you’re ready provides much more convenience.</p> <p><img src="https://assets.econsultancy.com/images/0008/4085/Benefit_8.png" alt="" width="250"></p> <h3>Focus on simplicity</h3> <p>While a lot of brand beauty apps try to wear far too many hats, I particularly like how Wow Brow is quite narrow in terms of its focus. Its simplicity means that users are more likely to know what they’re getting when they download it – and use it again in future. </p> <p><img src="https://assets.econsultancy.com/images/0008/4086/Benefit_9.png" alt="" width="250"></p> <p>Previous attempts from other brands, while good in theory, were probably overwhelming for consumers that are already happy shopping online or in-store. Debenhams Beauty Club, for instance, allowed consumers to collect loyalty points as well as actually buy products, read reviews and claim offers in-app. </p> <p>Similarly, while the likes of L’Oreal’s Make Up Genius capitalises on VR to wow users, Benefit is well-aware of its limitations.</p> <p>It’s not the fanciest mobile app ever, but it knows what it can offer consumers, and it does it pretty well.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">Seven ways social media is shaping the beauty industry</a></em></li> <li><em><a href="https://econsultancy.com/blog/68087-six-brilliant-blogs-from-the-beauty-industry/" target="_blank">Six brilliant blogs from the beauty industry</a></em></li> <li><em><a href="https://econsultancy.com/blog/68689-how-the-beauty-industry-is-embracing-the-internet-of-things/" target="_blank">How the beauty industry is embracing the Internet of Things</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68782 2017-02-10T11:36:23+00:00 2017-02-10T11:36:23+00:00 Three ways brands are using emotional analytics to connect with customers Tamara Littleton <p>But now it’s time for the next step.</p> <p>Emotional analytics allows brands to connect with people on a deeper, more personal, level. Unlike sentiment analytics, which simply allocates responses into broad positive, neutral or negative categories, emotional analytics tells brands what people are feeling and why. This, I think, makes all the difference.</p> <p>I might take to Twitter after a bad experience with customer service, and while the post could be defined as negative in a sentiment analysis report, how useful is that “negative” tag to the brand? My post will be lumped in with tons of other “negative” posts, depleted of all context which could make it actionable for the brand.</p> <p>Without deeper context, the brand can’t solve any problems. It can’t see that certain business practices make me frustrated, or that many other customers are experiencing a similar frustration for the same reason.</p> <p>Brands that don’t know why a customer feels the way they do can’t tailor their products and services to meet specific needs and wants.</p> <h3>How emotional analytics delivers results</h3> <p>By using emotional analytics, brands can see if there’s a disconnect between the emotions that we want the brand to create, and those that real customers are experiencing.</p> <p>A brand’s marketing team may want to promote the brand as inspirational and exciting, but how can it tell if it’s really delivering on this? Emotional analytics looks at how people are feeling, examines what topics they are having feelings about, and allows marketers the chance to change the narrative. </p> <h3>Three ways brands use emotional analytics</h3> <h4>1. Personalisation </h4> <p>As part of its 20th anniversary celebrations, <a title="campaignlive.co.uk" href="http://www.campaignlive.co.uk/article/easyjet-transformed-customer-data-emotional-anniversary-stories/1414488">EasyJet</a> used emotional analytics to discover what its customers felt about previous journeys they had taken.</p> <p><img src="https://assets.econsultancy.com/images/0008/3819/easyjet_20_years.jpg" alt="" width="800" height="450"></p> <p>It then used these insights to send customers personalised emails featuring their own history with the airline.</p> <p>These emails were opened 100% more than regular email campaigns, with the word “love” being the most common word used by recipients to describe how they felt about it.</p> <h4>2. Compliance</h4> <p>Bloomberg allows its clients to track the emotion in text and voice communications, helping them <a title="informationweek.com" href="http://www.informationweek.com/big-data/big-data-analytics/businesses-harness-emotional-analytics-for-gains/d/d-id/1324970">prevent market abuse</a> and remain compliant.</p> <p>Think of all the times that we don’t say what we mean. When we say we’re fine, when really were angry. By analysing our emotional responses, brands have a better chance of spotting any hidden meaning behind our messages.</p> <p>Businesses can apply this technology to their own internal communications and identify irregularities before they become problems.</p> <h4>3. Improved experience </h4> <p>We’re starting to see more <a title="insider-trends.com" href="http://www.insider-trends.com/is-emotion-tracking-the-next-big-retail-trend/">wearables</a> that track our emotional responses. For retailers, these offer a way to improve and tailor their in-store customer service – from sending assistance to frustrated shoppers to knowing which customers would be more open to special offers.</p> <p><img src="https://assets.econsultancy.com/images/0008/3820/feel_wristband.png" alt="" width="700" height="349"></p> <p>When <a title="wgsn.com" href="https://www.wgsn.com/blogs/ebays-pop-up-tracks-shoppers-emotions/">eBay</a> launched its pop-up store in late 2016, it wanted to track how people felt when they shopped for Christmas gifts. The answer? Stressed. 88% saw their heart rate jump by 32% during their shopping experience.</p> <p>Ebay wanted to use this data to take the stress out of shopping, and use the emotional insights to show shoppers what products they had connected with. The ecommerce giant tracked this data using wearables and in-store experiences, but it could gather the same sort of data online using emotional analytics.</p> <h3>Emotional analytics: using humans to turn emotion into action</h3> <p>From managing a crisis to refining a customer’s retail experience - if you understand the emotion that your brand elicits from a customer, you can take positive action.</p> <p>Using human insight to get under the skin of the data means you can turn analytics into action, transforming your marketing, customer service and experience to resonate with customers. You can win not just their heads, but their hearts. </p> tag:econsultancy.com,2008:BlogPost/68776 2017-02-03T14:28:00+00:00 2017-02-03T14:28:00+00:00 10 astounding digital marketing stats from this week Nikki Gilliland <p>As always, the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> is ready and waiting if you’re in the mood for something a little extra.</p> <h3>34% of brands admit internal silos</h3> <p>New research from Oracle highlights how closer collaboration between sales and marketing teams is required to better target audiences and increase sales.</p> <p>However, despite also recognising the need, many organisations are failing to put it into practice. </p> <p>The Oracle survey found that 34% of brands admit their sales, marketing and customer service teams work completely independently of each other, leading to a lack of customer insight.</p> <p>In terms of the reasons why, 33% blame it on their current systems and technologies, while 30% say their corporate culture makes it tricky for sales and marketing teams to align priorities.</p> <h3>Millennials increasingly influencing tech-buying decisions</h3> <p>With millennials predicted to make up 50% of the US workforce by 2020, Linkedin has been exploring how younger generations are influencing technology buying decisions in the workplace.</p> <p>In a survey of 5,470 global professionals, it found that 61% of younger millennials (age 19-25) contribute to their companies’ technology purchases, with one in three already being decision-makers. Older millennials (those aged 25-35) are said to have even more influence, with 68% contributing to decisions.</p> <p>Lastly, Generation X still holds the power, with 85% of employees aged 36-50 deciding technology purchases or managing the budget.</p> <p><img src="https://assets.econsultancy.com/images/0008/3667/Linkedin.JPG" alt="" width="428" height="519"></p> <h3>Searches for US visas surge following travel ban</h3> <p>Following Trump’s travel ban, Hitwise data has revealed that searches for American visas have since increased by 34%. More specifically, searches for “visa for USA from UK” and “US visa waiver” have been among the highest.</p> <p>This is similar to what happened after Brexit, when Hitwise witnessed a 300% increase in searches related to moving to the EU. </p> <p>Following the week’s news coverage, approximately one in every 10,000 searches over three days related to the “travel ban”, which is an increase of 2,045% since January 28.</p> <h3> </h3> <h3>One in 10 Gmail users say emails are miscategorised</h3> <p>Gmail’s automatic sorting feature is proving less than effective, with one in 10 users reporting incorrectly categorised messages.</p> <p>This is according to new research from Return Path, leading to warnings that marketers should be more vigilant about how and where their messages are being delivered.</p> <p>The study found that 45% of tabbed inbox users check the ‘Promotions’ tab - used to aggregate marketing promotions and other offers - at least once per day. As a result, if marketing email is delivered to another tab, it could be missed entirely.     </p> <p><img src="https://assets.econsultancy.com/images/0008/3665/gmail.jpg" alt="" width="680" height="453"></p> <h3>UK consumers spent the most via mobile last Christmas </h3> <p>According to Adobe’s latest Digital Index, UK shoppers spent more via mobile last Christmas than the US or any other European nation. </p> <p>Data shows that 60% of online visits to UK retailers over Christmas were made on mobile, and of every £10 spent online in the UK, £4.10 came from a mobile device. </p> <p>Insight suggests that this could be due to a rise in last-minute buying, with the amount spent on the last Monday before Christmas increasing by 50% in 2016.</p> <h3>Live chat leads to greater customer loyalty</h3> <p>A new <a href="https://skilled.co/resources/live-chat-best-customer-service-right-now/" target="_blank">infographic</a> by Skilled highlights how live chat on ecommerce sites can lead to increased levels of customer satisfaction and loyalty.</p> <p>Studies show that 63% of live chat users said they are more likely to return to the site as a result. Interestingly, Mexico is said to be the leader of live chat, with the highest customer satisfaction rate of 94.11%.</p> <p><img src="https://assets.econsultancy.com/images/0008/3663/Skilled.JPG" alt="" width="674" height="342"></p> <h3>Nearly two in five shoppers have used their phone to pay in-store</h3> <p>MEF’s <a href="http://mobileecosystemforum.com/mobile-money-report/" target="_blank">Mobile Money Report</a> has revealed that mobile payments are on the rise, with nearly two in five shoppers using their smartphone to make a purchase in-store.</p> <p>From analysis of 6,000 consumers in nine countries, it also found that 78% of people have made a purchase using an app or mobile site.</p> <p>Mobile banking looks to be on a similar path, with 61% of respondents saying they now use their mobile phone to bank, and 44% using an app to check their balance.</p> <h3>Consumers see over half of brand content as ‘clutter’</h3> <p>The <a href="http://www.meaningful-brands.com/en" target="_blank">Meaningful Brands</a> report by Havas has revealed that over half of consumers view brand content as poor or irrelevant.</p> <p>In a study of 375,000 people across 33 countries, Havas found that while 84% of respondents expect brands to produce content of some kind, 60% of it fails to deliver any personal benefit.</p> <p>Consequently, we can see that the greater the impact on a person’s well-being, the more likely content is to be perceived as meaningful or effective.</p> <p><img src="https://assets.econsultancy.com/images/0008/3664/Havas.JPG" alt="" width="680" height="426"></p> <h3>80% of marketers describe data as ‘critical’ to success</h3> <p>A new GDMA survey has highlighted how customer data has become an indispensable asset, with 80% of global respondents citing it as critical to their marketing efforts.</p> <p>UK marketers are increasingly relying on data, coming top of all countries when asked about its importance.</p> <p>As a result, investment in data-driven marketing and advertising is still on the rise, with over half of global respondents saying they increased their spending in this area in 2016.</p> tag:econsultancy.com,2008:BlogPost/68728 2017-01-24T10:09:00+00:00 2017-01-24T10:09:00+00:00 How fashion retailers can use search trend data to inform marketing & product strategy Nikki Gilliland <p>Search terms that combine both evergreen and seasonal keywords are the easiest to predict, with terms like ‘swimwear’ and ‘coats’ guaranteed to peak at a certain time each and every year. </p> <p>On the other hand, reactive trends - while harder to forecast – are also helpful.</p> <p>Using theory <a href="https://www.pi-datametrics.com/resources/market-performance-reports/search-trend-data/" target="_blank">from PI Datametrics</a>, here’s a look at how fashion brands can capitalise on both types of search data. (Note: this can be adapted to brands in any industry, but I'm using fashion as an example here.)</p> <h3>Long-term strategy from seasonal evergreen search trends</h3> <p>The below chart outlines search trend data for the term ‘swimwear’.</p> <p>Although it has high organic value all year-round, it also peaks at the same time every year.</p> <p><img src="https://assets.econsultancy.com/images/0008/3256/PIPR.JPG" alt="" width="780" height="340"></p> <p>PI Datametrics suggest using the following strategy to capitalise on this.</p> <h4>Plan</h4> <p>The planning stage, which in this case would be January, involves getting ready for peak purchases, as well as ensuring all-year round interest will be met.</p> <p>During this time, it’s wise for retailers to stock up on swimwear to capitalise on off-season sales. Meanwhile, it’s also worthwhile conducting link-building activities and optimising a year-round landing page in preparation.</p> <h4>Influence</h4> <p>This stage involves taking advantage of consumer research during popular holiday periods like Christmas, when consumers are researching and planning their summer holiday. In turn, this data can also be used to build a cookie-pool, which can lead to effective re-targeting at a later date.</p> <h4>Peak </h4> <p>Drawing on the aforementioned Plan and Influence stages, retailers should also use the peak purchasing period around June and July to re-target lost customers, rather than build engagement.</p> <h4>Repeat</h4> <p>Finally, marketers should ensure that <a href="https://econsultancy.com/blog/65455-why-you-need-an-evergreen-content-strategy/">evergreen content</a> is optimised, and clear stock in time for next year’s seasonal cycle.</p> <h3>Reactive strategy for peak search trends </h3> <p>Google UK data shows that searches for the ‘off-shoulder look’ grew 261% between December 2015 and May 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/3257/Reactive.JPG" alt="" width="780" height="537"></p> <p>In instances like this, it is useful to implement a reactive search strategy, as outlined below.</p> <h4>React</h4> <p>When it comes to new fashion trends, peaks in search can happen very quickly. As a result, success often comes from reacting at the right time.</p> <p>ASOS capitalised on 'off-the-shoulder' by creating and optimising a landing page for the trend term as quickly as possible. Similarly, it's helpful to utilise marketing channels other than organic search to capture interest. </p> <h4>Perform</h4> <p>Once it is clear that a keyword is growing in popularity, optimising content organically could prove to be more cost efficient and improve visibility. </p> <h4>Review</h4> <p>Once the peak has died down, retailers should reassess the value of continuing this campaign. Other tactics during this final stage include adjusting stock accordingly, or linking the landing page to a different or more popular trend.</p> <h3>In conclusion...</h3> <p>Whether it is based on evergreen, seasonal or one-off trends - search trend data can provide retailers with the ability to create a well-defined strategy.</p> <p>From replenishing stock levels to creating multi-channel content, if used and interpreted correctly, it can help fashion brands meet customer demand and increase sales.</p> <p><em>To learn more on this topic, download Econsultancy’s brand new <a href="https://econsultancy.com/reports/seo-best-practice-guide/">SEO Best Practice Guide</a> or check out our range of <a href="https://econsultancy.com/training/courses/topics/search-marketing/">Search Marketing training courses</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68704 2017-01-13T13:27:41+00:00 2017-01-13T13:27:41+00:00 10 mind-boggling digital marketing stats from this week Nikki Gilliland <p>You’ll find news on content marketing formats, abandonment emails, customer retention and social media. Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> for lots more.</p> <h3>72% of marketers value data analysis over social media skills</h3> <p>According to a new report by BlueVenn, 72% of marketers consider data analysis to be the most important skill to acquire in the next two years.</p> <p>From speaking to over 200 marketers in the US and UK, BlueVenn found that understanding customer data is considered far more vital than the likes of social media and web development, with just 65% and 31% of respondents citing these respectively.</p> <p>This appears to be an especially common view in larger businesses, where a lack of tools and access to technologies is the biggest barrier.</p> <p><img src="https://assets.econsultancy.com/images/0008/3043/BlueVenn.jpg" alt="" width="740" height="475"></p> <h3>Abandonment emails sent after one-hour boost conversion</h3> <p>New stats from SaleCycle show that the best time to reconnect with shoppers is one hour after they’ve abandoned their basket.</p> <p>From the conversion rates of 500 global brands, an average conversion of 6.33% was seen after one hour, compared with just 3.14% when sent before one hour and 3.41% one to two hours after.</p> <p>As well as timing, research also found that personalisation is a big factor in email success, with subject names that include the customer name seeing the highest open-rate.</p> <p><img src="https://assets.econsultancy.com/images/0008/3048/Email_time.JPG" alt="" width="314" height="522"></p> <h3>Two-thirds of UK consumers willing to use robots for banking</h3> <p>‘Robo-advisors’ is not a term we’ll be adopting any time soon, however, according to new research from Accenture more of us will be willing to accept the concept in future.</p> <p>Apparently, it refers to the robots used to offer financial or banking advice in place of real-life humans. And according to a survey of UK consumers, 68% are willing to use them.</p> <p>The reasons behind the demand for this type of technology is speed and convenience, with 40% citing this factor for using it. Lastly, 25% see the impartiality of robo-advice as a key attraction, with this figure rising to almost one third in those over 65.</p> <p><img src="https://assets.econsultancy.com/images/0008/3047/Robots.jpg" alt="" width="650" height="397"></p> <h3>Instagram Stories grows to 150m daily users</h3> <p>Despite initial reservations from users, Instagram Stories continues to grow, with the feature adding 50m more daily users since October.</p> <p>According to other recent stats, a third of the most-viewed stories come from businesses, and one in five stories on Instagram result in a direct message. </p> <p>Lastly, 70% of video views are reportedly played with the sound on (though this does not include Live Stories).</p> <h3>Original data is the best-performing type of content marketing</h3> <p>A survey by Clutch has uncovered the types of content that marketers believe leads to greater success.</p> <p>17% of respondents said that infographics perform the best, while 18% cited research or original data – both trumped other formats like blog posts and video.</p> <p>In terms of promotion, 85% of content marketers cited paid distribution, such as social media, PPC and native ads as the most effective tactic, over-and-above organic efforts. This reflects the strategies of most marketing agencies, with 71% using paid distribution tactics most frequently.</p> <h3>Nearly 20% of online retailers lost out to rivals over Christmas</h3> <p>According to the latest JDA/Centiro report, many retailers failed to meet the growing consumer demand for convenience during the 2016 Christmas period.</p> <p>19% of online Christmas customers shopped at alternative retailers due to stock unavailability and delivery time constraints.</p> <p>While use of click-and-collect services has somewhat plateaued, it is mostly seen as a way of avoiding delivery charges, with 53% of consumers recently using it for this reason.</p> <p>The report also found that many people suffered problems with click and collect last Christmas, with long waiting times due to a lack of staff having a negative impact on the experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/3045/Click_and_Collect.jpg" alt="" width="350" height="571"></p> <h3>Valentine’s Day presents big opportunity for retailers</h3> <p>With Black Friday and Christmas out of the way, many retailers are turning their attention towards the next big holiday.</p> <p>According to stats from Bing, Valentine’s Day presents a huge opportunity, after an estimated $19.7bn was spent last year (and an average of $146 per person).</p> <p>However, it’s not just humans that can expect a gift or two. $681m was reportedly spent on pets for Valentine’s Day last year, giving pet retailers a good reason to get on board in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0008/3046/Valentines_Day.jpg" alt="" width="483" height="229"></p> <h3>Instagram most important platform for marketers</h3> <p>In more Instagram-related stats, it’s been revealed as the platform marketers will invest the most in this year.</p> <p>Research from Greenlight shows that 70% will focus on Instagram, while 40% of marketers will invest in Twitter. </p> <p>Interestingly, older marketers are placing less importance on social platforms, with 50% of professionals who are over the age of 50 reporting no plans to invest in Instagram and 58% saying the same for Snapchat. </p> <h3>Generation Z bored by standard digital ads</h3> <p>According to a study by Kantar Millward Brown, generation Z (i.e. consumers aged between 16-19) have high expectations when it comes to digital advertising, preferring ads that allow them to interact or make a decision.</p> <p>When it comes to ads that prompt viewers to vote, generation Z reported a positivity score of 31%, compared to just 25% from generation Y. </p> <p>Generation Z were also found to actively dislike invasive ad formats like non-skippable pre-rolls. However, interruption appears to be a big bugbear for all age ranges, with the majority of people installing ad blockers due to this reason.</p> <p><img src="https://assets.econsultancy.com/images/0008/3044/AdReaction.jpg" alt="" width="740" height="399"></p> <h3>Customer retention is down 7% globally</h3> <p>From a global study of more than 24,000 consumers across nine industry sectors, Verint and IDC has found that customer retention dropped by 7% last year.</p> <p>Overall, this appears to be down to consumers who prefer using digital-based companies displaying less brand loyalty than those who engage with businesses on a human and one-to-one level.</p> <p>49% of digital customers have been with providers for more than three years compared with 57% who prefer to go in-store.</p> tag:econsultancy.com,2008:BlogPost/68689 2017-01-11T10:07:00+00:00 2017-01-11T10:07:00+00:00 How the beauty industry is embracing the Internet of Things Nikki Gilliland <p>With the recent launch of L’Oreal’s smart hairbrush, it is clear that the beauty industry is tapping into the internet of things (also known as IoT) and embracing connected devices.</p> <p>Offering the chance to create an enhanced and interactive user experience, could this technology be the next big thing to infiltrate the beauty world?</p> <p>Here’s a bit more on how brands are getting involved.</p> <h3>Development of augmented reality</h3> <p>Before we get onto connected devices, it’s worth noting that it’s not the first strand of new technology within the beauty industry. Augmented reality has also been a big trend, with the likes of Urban Decay creating their own AR apps to give consumers a chance to pre-test products.</p> <p>L’Oreal Paris is another successful example. Its AR-powered beauty app, Make Up Genius, turns iPhone screens into mirrors to over-lay make-up onto the user’s face.</p> <p>It might sound like a gimmick or <a href="https://econsultancy.com/blog/68059-should-pokemon-go-give-marketers-hope-for-augmented-reality/" target="_blank">Pokemon Go-style</a> fad for beauty fans, but with over 11m downloads, the app has proven to be a great success.</p> <p>By giving users the ability to try and test products before they buy, it offers greater value for consumers, solving common problems like finding the right shade or type of foundation. What’s more, it also gives consumers the opportunity to get expert or professional advice, resulting in a far more personal and customised experience all-round.</p> <p><img src="https://assets.econsultancy.com/images/0008/2918/L_Oreal_Make_Up_Genius.JPG" alt="" width="630" height="367"></p> <p>Due to the app's popularity, it’s been suggested that Make Up Genius technology could soon be integrated into household devices like bathroom mirrors.</p> <p>This is where the internet of things comes into play, with the opportunity for beauty and healthcare brands to expand their presence into homes and everyday personal care routines.</p> <p>With the arrival of L’Oreal’s smart brush – this concept doesn’t sound too farfetched.</p> <h3>Connectivity to enhance customer experiences</h3> <p>By using sensory technology, L’Oreal’s smart brush aims to help consumers improve their haircare. It tells users about specific texture or moisture and alerts them when they are brushing too hard.</p> <p>Essentially, it is a connected device that is designed to give the user greater levels of control and expertise.</p> <p>With a price point of around $200, the brush (which is due to launch mid-2017) certainly doesn't come cheap. The question is – will consumers be willing to pay just as much for a beauty device as they would a smartphone?</p> <p>The beauty industry is clearly hoping that technology-minded consumers (and fans of luxury) will embrace it.</p> <p>Of course, let’s not forget that electronic-based beauty has been overtaking manual processes for years, with everything from electric toothbrushes to face cleansing devices becoming more popular. Consequently, integrating connectivity-based features is an obvious next step.</p> <p>As well as being electronically powered, devices like L’Oreal’s smart brush and Oral B’s connected toothbrush allow users to become well-informed – monitoring, tracking and measuring performance. It's not about necessity, but about making life easier.</p> <p>Plus, with beauty and skincare industries overlapping with health and well-being, we’re likely to see more connected devices geared around lifestyle habits and trends, ranging from sun exposure to even things like stress and pollution.</p> <p><img src="https://assets.econsultancy.com/images/0008/2919/Oral_B.JPG" alt="" width="630" height="400"></p> <h3>Benefits for brands</h3> <p>For brands, the ability to gain insight into customer behaviour is undoubtedly the biggest benefit of connected devices.</p> <p>IoT technology lets companies like L’Oreal track exactly what their customers are buying and, in turn, re-target them for future purchases.</p> <p>Instant feedback and opinion is also another valuable aspect, which is harder and slower to gather from online purchases. Meanwhile, IoT creates a much richer and more memorable experience for consumers, ultimately proving the value of their shared data. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This Year's Haircare Must-Have? The Smart Brush <a href="https://t.co/O8cfhkiA9n">https://t.co/O8cfhkiA9n</a> via <a href="https://twitter.com/BritishVogue">@BritishVogue</a> <a href="https://t.co/VcLlmGXOj9">pic.twitter.com/VcLlmGXOj9</a></p> — L'Oréal USA (@LOrealUSA) <a href="https://twitter.com/LOrealUSA/status/817093281729290240">January 5, 2017</a> </blockquote> <h3>In conclusion...</h3> <p>With the prediction that <a href="http://www.gartner.com/newsroom/id/2905717" target="_blank">25bn connected 'things' will be in use by 2020</a>, many industries are beginning to realise the potential of IoT. </p> <p>For the beauty industry, it presents the next opportunity to revolutionise the everyday routines of consumers, ramping up personalisation and increasing value.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67839-how-l-oreal-uses-personalisation-to-increase-brand-loyalty/" target="_blank">How L’Oreal uses personalisation to increase brand loyalty</a></em></li> <li><em><a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things/">A Marketer's Guide to the Internet of Things</a></em></li> <li><em><a href="https://econsultancy.com/blog/68612-how-the-internet-of-things-will-fundamentally-change-marketing/">How the Internet of Things will fundamentally change marketing</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68690 2017-01-10T14:42:41+00:00 2017-01-10T14:42:41+00:00 How three travel brands deliver superior customer service Nikki Gilliland <p>This reflects how the travel sector is leading the way in terms of customer experience innovation. KPMG even commented that “within this sector there is something of an arms race, as companies work hard to woo the more affluent passenger or customer, in particular.”</p> <p>So what exactly are travel brands doing?</p> <p>Here’s a look at a few examples.</p> <h3>Service via social media</h3> <p>Marriott hotels is one brand with a great social media presence.</p> <p>In fact, it has increased its focus in this area with its recently launched M-Live Studio in London – a centre for creating real-time content and generating social engagement with consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2921/M_Live.JPG" alt="" width="630" height="354"></p> <p>Instead of simply reacting to users on Twitter or responding to customer demand, M-Live enables the brand to seek out and tap into conversations online and increase levels of personalisation.</p> <p>It does this by talking about cultural and topical subjects, as well as promoting motivational and inspirational content to engage users. Meanwhile, Marriott often puts its customers in the spotlight, by sharing and replying to those who post positive travel stories online. </p> <p>This might sound like run-of-the-mill <a href="https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/" target="_blank">social service</a>, but Marriott’s laser focus in this area is what makes it stand out from competitors. </p> <p>A <a href="https://www.lireo.com/how-customer-service-can-impact-your-business-infographic/" target="_blank">2015 study</a> found that customers who feel engaged by companies on social media are likely to spend up to 40% more with them than other customers. For travel brands, this extends to loyalty, with travellers even more likely to return if an experience is positive.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Bill Marriott: Take the vacation you deserve; in the end it makes you more fulfilled. <a href="https://t.co/JgRzPZvab9">pic.twitter.com/JgRzPZvab9</a></p> — Marriott Internat'l (@MarriottIntl) <a href="https://twitter.com/MarriottIntl/status/813809710822354944">December 27, 2016</a> </blockquote> <h3>Retail experiences</h3> <p>While there has been a decline in the high-street travel agent, with online booking services becoming the most popular way to book holidays, we’ve also seen an increase in the demand for <a href="https://econsultancy.com/training/courses/intensive-mastering-customer-experiences/">immersive customer experiences</a>.</p> <p>Virgin Holidays is one brand that has reacted to this by rolling out V Room, its travel outlet concept, in multiple shopping centres across the UK.</p> <p>Designed to look and feel like an airport lounge, V Room aims to provide the one-to-one experience of a travel agent but elevates it to create a truly unique customer experience.</p> <p>With an intangible product, travel brands are recognising the importance of making experiences come alive for consumers. V Room does just that, aiming to give visitors a slice of a Virgin Holiday before they’ve even booked.</p> <p>With a bar for cocktail tasting and <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers/" target="_blank">VR technology</a> to give people a view of a destination – it focuses more on the immersive aspect than the actual transaction or booking process.</p> <p><img src="https://assets.econsultancy.com/images/0008/2923/V_Room.JPG" alt="" width="600" height="399"></p> <h3>Practical functionality </h3> <p>As well as <a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust/" target="_blank">inspiration and wanderlust</a>, many travel brands are realising the importance of reducing stress and hassle of holidays, using digital technology to help facilitate the customer journey. </p> <p>Singapore Airlines uses its mobile app to do just that, relaunching it with a real focus on simplifying the customer experience. Now, users can access an integrated flight schedule, see real-time updates on flight statuses and keep track of loyalty rewards.</p> <p>While it's not unusual for airlines to have their own apps, Singapore Airlines has shown its intent to innovate – also launching a separate app specifically for the Apple Watch.  </p> <p>This also demonstrates the brand’s understanding of its customer base, with the airline clearly targeting the aforementioned affluent traveller.</p> <p><iframe src="https://www.youtube.com/embed/X8embLqZTb0?wmode=transparent" width="600" height="338"></iframe></p> <h3>In conclusion...</h3> <p>For many travel brands, a superior customer experience is often the key to long-term success.</p> <p>By meeting or even pre-empting the needs and desires of travellers, be it through social media engagement, immersive technology, or even <a href="https://econsultancy.com/blog/68678-the-impact-of-artificial-intelligence-on-the-travel-industry/" target="_blank">artificial intelligence</a> - many will increase positive brand sentiment and the chances of long-term customer loyalty.</p> tag:econsultancy.com,2008:BlogPost/68688 2017-01-09T14:42:12+00:00 2017-01-09T14:42:12+00:00 Four key features to appreciate about Google Trips Nikki Gilliland <p>Google Trips is designed to be every traveller’s ‘personal tour guide’ – but what sets it apart from other travel apps?</p> <p>Here’s a look at some of its key features.</p> <h3>Organisation in one place</h3> <p>While Google Flights wants to disrupt sites like Kayak and Skyscanner (i.e. the places people go to book), Google Trips aims to take the reins immediately after this point, helping travellers to plan and organise their holidays.</p> <p>Once users sign in using their Gmail accounts, the app provides a list of past trips as well as future ones, keeping things like hotel and flight details all in one place. </p> <p>As you might expect, with the same style and design of Google's 'Nearby' search funtion, it's pretty easy to use. And this convenience appears to be one of its biggest selling points – not to mention a reason existing Google account holders might naturally feel inclined to download the app.</p> <p>With more than <a href="https://techcrunch.com/2016/02/01/gmail-now-has-more-than-1b-monthly-active-users/" target="_blank">1bn monthly active users</a>, Gmail gives Trips a ready and waiting audience. So unlike other travel apps such as TripAdvisor or Lonely Planet, it offers the unbeatable incentive of tapping into a service many of us already use and adding a whole heap of extras on top.</p> <p><img src="https://assets.econsultancy.com/images/0008/2883/Google_Trips_3.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2884/Google_Trips_4.PNG" alt="" width="300" height="532"></p> <h3>Inspiration </h3> <p>Curating travel plans is not Google Trips’ only draw. It’s also designed to offer inspiration, using its ‘Things to Do’ feature to offer a wealth of information about hotspots, restaurants and pretty much everything you need to know about an area.</p> <p>The amount of detail offered is impressive. Again, unsurprising considering Google's gargantuan pool of data.</p> <p>Google has certainly covered all bases, ensuring users will reach for the app during both advanced planning and while in-the-moment.</p> <p>Users can map out daily itineraries, delving down into deeper information such as walking distances and even how long tourists typically spend in locations. There's also a nice real-time element, too. If you’re using it online, the app will update weather conditions, offer relevant suggestions and even give random recommendations if you fancy going off the beaten track.</p> <p><img src="https://assets.econsultancy.com/images/0008/2887/Google_Trips.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2889/Google_Trips_2.PNG" alt="" width="300" height="532"></p> <h3>Map integration and utility</h3> <p>Another significant feature of Google Trips is the map function, which allows users to easily access Google Maps directly from the app. </p> <p>This functional aspect is very welcome. While many people already use Google to discover nearby places, the tech giant is clearly hoping to be a one-stop travel shop, so to speak, joining the dots in the over-arching 'Google' user experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/2885/Google_Trips_5.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2886/Google_Trips_6.PNG" alt="" width="300" height="532"></p> <h3>Offline feature</h3> <p>Lastly, one of my favourite features in Google Trips is the fact that it can be used offline.</p> <p>Users have the option to download itineraries and information to refer to at a later date, solving the problem of international data charges - one reason many people fail to use travel apps while abroad.</p> <p>I've only recently discovered that Google Maps can actually be downloaded already - a fact which Google apparently doesn't like to advertise too much. With Google Trips, however, this comes to the forefront, with the feature being nicely highlighted to let users know that it is there.</p> <p><iframe src="https://www.youtube.com/embed/ign2GmVEflw?wmode=transparent" width="560" height="315"></iframe></p> <h3>In conclusion...</h3> <p>So, will Google Trips spell trouble for the likes of TripAdvisor?</p> <p>With popularity and loyalty towards the latter already being well-established, Google might have its work cut out convincing travellers that it can provide the same kind of knowledge and travel expertise. Likewise, let's not forget that Google Trips does not allow bookings from within the app, meaning the user experience will be disrupted at this point.</p> <p>Having said that, with its attention to detail, there's a lot to entice users back. Data is obviously where its real strengths lie, and combined with a familiar interface and easy-to-use design, it could mean a successful step up for Google's travel presence.</p> tag:econsultancy.com,2008:BlogPost/68678 2017-01-09T14:07:00+00:00 2017-01-09T14:07:00+00:00 The impact of artificial intelligence on the travel industry Nikki Gilliland <p>More specifically, the use of artificial intelligence in the travel industry. Why? Well, it’s already making waves. </p> <p>Providing travel brands the perfect opportunity to connect with consumers and enhance customer service - we’ve seen a number of businesses experimenting with the technology.</p> <p>Here’s how, along with a few of the most interesting examples to catch my eye.</p> <h3>Customer service</h3> <p>Customer service can make or break a hotel’s reputation. Consequently, AI’s ability to pre-empt and predict exactly what the customer needs and wants is one reason why hotels are cottoning on to the idea.</p> <p>Hilton is one of the most well-known examples, last year teaming up with IBM’s Watson to create Connie – a robot that provides help and information to hotel guests during their stay.</p> <p>Connie works by drawing on information from Wayblazer – a travel advice tool that also uses Watson – as well as human speech. Essentially, the more people talk to Connie, the more it will be able to interpret and analyse natural language.</p> <p><iframe src="https://www.youtube.com/embed/jC0I08qt5VU?wmode=transparent" width="854" height="480"></iframe></p> <p>It’s certainly an original and innovative new concept for guests. The question is – will people be put off by speaking to a robot rather than a human?</p> <p>According to a <a href="http://press.travelzoo.com/robophiles--robophobes--britons-divided-over-use-of-robots-in-travel" target="_blank">recent study by Travelzoo</a>, this is becoming less of an issue as time goes on. From a survey of more than 6,000 travellers, it found that two thirds of respondents would be comfortable with robots being used in the travel industry.</p> <p>What’s more, 80% expect robots to play a part in many aspects of life by 2020.</p> <h3>Data analysis</h3> <p>Dorchester Collection is another hotel chain to make use of AI. However, instead of using it to provide a front-of-house service, it has adopted it to interpret and analyse customer behaviour in the form of raw data.</p> <p>Partnering with technology company, RicheyTX, Dorchester Collection has helped to develop an AI platform called Metis.</p> <p>Delving into swathes of customer feedback such as surveys and reviews (which would take an inordinate amount of time to manually find and analyse) it is able to measure performance and instantly discover what really matters to guests.</p> <p>For example, Metis helped Dorchester to discover that breakfast it not merely an expectation – but something guests place huge importance on. As a result, the hotels began to think about how they could enhance and personalise the breakfast experience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The first cup of the day is the best... <a href="https://twitter.com/TheDorchester">@TheDorchester</a> <a href="https://twitter.com/hashtag/Parcafe?src=hash">#Parcafe</a> <a href="https://twitter.com/hashtag/Coffee?src=hash">#Coffee</a> <a href="https://twitter.com/hashtag/TheDorchester?src=hash">#TheDorchester</a> <a href="https://twitter.com/hashtag/DCMoments?src=hash">#DCMoments</a> <a href="https://twitter.com/hashtag/London?src=hash">#London</a> <a href="https://twitter.com/hashtag/ParkLane?src=hash">#ParkLane</a> <a href="https://twitter.com/hashtag/LuxuryHotels?src=hash">#LuxuryHotels</a> <a href="https://t.co/FL505EmlaF">pic.twitter.com/FL505EmlaF</a></p> — Nathan Lewis (@_Nathan_Lewis_) <a href="https://twitter.com/_Nathan_Lewis_/status/803941091112288256">November 30, 2016</a> </blockquote> <p>With 81% of people believing that robots would be better at handling data than humans, there is also a certain level of confidence in this area from consumers.</p> <h3>Direct messaging</h3> <p><a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/" target="_blank">Chatbot technology</a> is another big strand of AI, and unsurprisingly, many travel brands have already launched their own versions in the past year or so.</p> <p>Skyscanner is just one example, creating a bot to help consumers find flights in Facebook Messenger. Users can also use it to request travel recommendations and random suggestions.</p> <p><img src="https://assets.econsultancy.com/images/0008/2811/Skyscanner.JPG" alt="" width="300" height="528">  </p> <p>Unlike ecommerce or retail brands using chatbots, which can appear gimmicky, there is an argument that examples like Skyscanner are much more relevant and useful for everyday consumers.</p> <p>After all, with the arrival of many more travel search websites, consumers are being overwhelmed by choice – not necessarily helped by it. </p> <p>Consequently, a bot like Skyscanner is able to cut through the noise, connecting with consumers in their own time and in the social media spaces they most frequently visit.</p> <p><img src="https://assets.econsultancy.com/images/0008/2812/Skyscanner_2.JPG" alt="" width="300" height="523"></p> <h3>Future potential</h3> <p>So, we’ve already seen the travel industry capitalise on AI to a certain extent. But how will it evolve in the coming year?</p> <p>Here are a few suggestions:</p> <h4>Business travel</h4> <p>Undoubtedly, we’ll see many more brands using AI for data analysis as well as launching their own chatbots. There’s already been a <a href="https://skift.com/2016/10/11/expedia-plans-to-use-artificial-intelligence-for-customer-service/" target="_blank">suggestion that Expedia is next</a> in line, but it is reportedly set to focus on business travel rather than holidaymakers.</p> <p>Due to the greater need for structure and less of a desire for discovery, it certainly makes sense that artificial intelligence would be more suited to business travellers. </p> <p>Specifically, it could help to simplify the booking process for companies, as well as help eliminate discrepancies around employee expenses. </p> <p>With reducing costs and improving efficiency two of the biggest benefits, AI could start to infiltrate business travel even more so than leisure in the next 12 months.</p> <h4>Voice technology</h4> <p>Lastly, we can expect to see greater development in voice-activated technology.</p> <p>With voice-activated search, the experience of researching and booking travel has the potential to become quicker and easier than ever before. Similarly, as <a href="https://econsultancy.com/blog/68499-the-problem-with-voice-user-interfaces-like-amazon-alexa/">Amazon Echo</a> and Google Home start to become commonplace, more hotels could start to experiment with speech recognition to ramp up customer service.</p> <p>This means devices and bots (like the aforementioned Connie) could become the norm for brands in the travel industry.</p> <p><strong><em>Related articles:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/" target="_blank">15 examples of artificial intelligence in marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/68466-could-ai-kill-off-the-conversion-optimisation-consultant/" target="_blank">Could AI kill off the conversion optimisation consultant?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68158-five-ways-artificial-intelligence-can-help-marketers-enhance-the-customer-experience/" target="_blank">Five ways Artificial Intelligence can help marketers enhance the customer experience</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68683 2017-01-09T10:33:22+00:00 2017-01-09T10:33:22+00:00 What can marketers learn from Amazon Go's customer experience? Nikki Gilliland <p>Shoppers are simply required to scan smartphones as they enter, leaving Amazon’s “just walk out” technology to detect exactly what’s being taken and charge it to their Prime accounts.</p> <p>It’s one of the first ever examples of a truly seamless customer experience - a trend that’s <a href="https://econsultancy.com/blog/68652-ecommerce-in-2017-what-do-the-experts-predict/" target="_blank">predicted to be big</a> in the world of ecommerce this year.</p> <p>So, what can we learn from the concept? </p> <p>Here’s a few factors for marketers to consider.</p> <h3>Getting out of the customer’s way</h3> <p>According to Amazon, the store uses a combination of “computer vision, deep learning algorithms and sensor fusion” to create a seamless experience for customers.</p> <p>The concept of walking into a store and out again without any interaction with employees or payments might sound alien – but it’s designed to make shopping as hassle-free as possible.</p> <p>It’s also the antithesis of many retail marketing strategies.</p> <p>Instead of interrupting customers as they use technology, or asking them to interact with the brand online (“like our Facebook page”), Amazon wants the technology to stay hidden (though you do need to have downloaded Amazon's app beforehand).</p> <p>From the success of companies like Uber and <a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry/" target="_blank">Airbnb</a>, it is obvious that customers crave this kind of hands-off approach. Likewise, they also favour utility and practicality over anything else. </p> <p>With brands that offer a value proposition based on ease and simplicity dominating their fields, Amazon Go aims to provide customers exactly that – without shouting about it.</p> <p><iframe src="https://www.youtube.com/embed/NrmMk1Myrxc?wmode=transparent" width="854" height="480"></iframe></p> <h3>Avoiding over-personalisation</h3> <p>By keeping track of the customer’s every move, Amazon Go will enable the brand to deliver more data-driven marketing than ever before.</p> <p>As customers, we’re used to waiving the right to privacy online, with the knowledge that brands draw on our browsing and buying behaviour in order to deliver targeted messages.</p> <p>In fact, this is now an expectation, with consumers desiring <a href="https://econsultancy.com/blog/68285-six-things-to-consider-when-implementing-personalisation/" target="_blank">greater personalisation</a> for an improved service. Think Spotify's curated playlists or Netflix's movie recommendations. </p> <p>For the first time ever, however, Amazon Go means consumers will waive their right to privacy while shopping in person. From what we put back on the shelf to the route we take while walking around the store – this information is all up for grabs.</p> <p>From a marketing perspective, this also means there is the temptation to over-egg personalisation to the point of being creepy. As a result, issues over consumer privacy could potentially be its downfall.</p> <p>Of course, retail stores have been attempting to track customers for a while, but past examples show that it’s not always accepted. US retailer Nordstrom was previously forced to stop using WiFi to monitor movement in physical stores due to uproar from customers. </p> <p>A few years down the line, will it be any different?</p> <p>Retailers do appear to be recognising that success lies in an intelligent and relevant use of data – not just blind targeting or technology for the sake of it.</p> <p>For Amazon Go, clever targeting executed in a non-intrusive way is the aim, but the question remains whether or not customers are ready and willing to accept it.</p> <p><img src="https://assets.econsultancy.com/images/0008/2835/amazon_go.jpg" alt="" width="650" height="433"></p> <h3>Altering brand perceptions</h3> <p>The Amazon Go experience does not simply end in-store. Data could be used to serve customers even more targeted offers and personalised recommendations on-site.</p> <p>This connection between the online and offline world is evidently another reason behind the ecommerce brand’s foray into retail. </p> <p>After all, a physical experience is often a much better way to create a human connection with customers - especially for a brand like Amazon, which doesn’t exactly offer the most emotionally engaging experience online.</p> <p>With a bricks-and-mortar store, it has the opportunity to break down customer expectations – namely that Amazon offers a single type of service – and reveal a completely new way of interacting with the brand.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just finished my first trip to <a href="https://twitter.com/AmazonGoAmerica">@AmazonGoAmerica</a> !!! Looooved it!! Who's jealous??? <a href="https://twitter.com/hashtag/AmazonGo?src=hash">#AmazonGo</a> <a href="https://twitter.com/hashtag/Amazon?src=hash">#Amazon</a> <a href="https://twitter.com/hashtag/HappyAmazonian?src=hash">#HappyAmazonian</a> <a href="https://t.co/huRrtBUXHJ">pic.twitter.com/huRrtBUXHJ</a></p> — M (@ThusSpokeLadyM) <a href="https://twitter.com/ThusSpokeLadyM/status/808758908705587200">December 13, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>Amazon’s cashier-free store is by no means a guaranteed success.</p> <p>Currently available for Amazon employees and due to open to the public in the near future – it is an experiment that could easily be shelved. </p> <p>However, it’s certainly an exciting development for the future of retail, and gives marketers an insight into how a seamless experience could lead to greater engagement and satisfaction from consumers.</p>