tag:econsultancy.com,2008:/topics/customer-experience Latest Customer Experience content from Econsultancy 2016-07-25T15:19:22+01:00 tag:econsultancy.com,2008:BlogPost/68082 2016-07-25T15:19:22+01:00 2016-07-25T15:19:22+01:00 Connected clothing: What are the implications for brands and retailers? Andy Hobsbawm <h3>The future is here</h3> <p>The future of <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-wearable-technology/">wearables</a> may well be crazy-creative smart fabrics – just take a look at <a href="https://atap.google.com/jacquard/">Google’s recent announcement</a> of a smart jacket launch with Levi, complete with Maps and Spotify integration.</p> <p>In this case, however, the sensor must be removed before washing – so it will take a while before embedded, washable, and durable electronics appear in our everyday apparel and at a cost effective point (one of the things still holding back wearable adoption in general is price).</p> <p>But as author and futurist William Gibson famously remarked: “The future is already here — it's just not very evenly distributed.”</p> <p>The concept of ‘connected clothing’ has, in fact, already arrived; it’s ready today and doesn’t involve any additional manufacturing costs or processes.</p> <p>Earlier this year, in partnership with global packaging and labels giant Avery Dennison, the EVRYTHNG team announced our commitment to connecting over 10 billion pieces of apparel and footwear over the next three years – making this the largest <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things/">Internet of Things</a> (IoT) deal yet.</p> <p>By ‘switching on’ items from the world’s largest fashion and performance brands, each and every item will be provided with its own unique digital identity and programmable cloud software capabilities to draw down on.</p> <p>This means products can now be ‘born digital’, with data profiles in the cloud connecting brands to consumers.</p> <p>Pertinently, it’s only with a strategy of embedding a smartphone-readable software identity into products at the point of manufacture (onto existing labels and tags) that this can happen today at global super-scale.</p> <p><img src="https://assets.econsultancy.com/images/0007/7385/connected_clothing.png" alt="connected clothing" width="470" height="397"></p> <h3>The benefits of digitised products </h3> <p>For brands, digitising products at their source can bring all sorts of benefits.</p> <p>Already, the likes of Nike, Under Armour and Adidas have invested millions into connecting offline objects, as seen in the acquisitions Under Armour has made in the app studio space (<a href="https://econsultancy.com/blog/66037-eight-reasons-why-the-wearables-market-is-becoming-more-mature/">MyFitnessPal</a> and Endomondo) to what Nike has been doing for a number of years with Nike+ and then Fuel Band, wrapping the product with connected fitness services and community.</p> <p>By making garments and footwear digital by default at the point of manufacture, it means apparel items can become direct digital engagement channels with end-consumers.</p> <p>Nike’s VP of Digital Sport Stefan Olander notes: “Once you have established a direct relationship with a consumer, you don’t need to advertise to them.”</p> <p>To this end, extensive <a href="https://hbr.org/2015/04/why-strong-customer-relationships-trump-powerful-brands">Harvard Business Review research found</a> that powerful, direct customer relationships based on data, created almost twice as much enterprise value as brand.</p> <p>It’s no accident that Google, Facebook and Amazon dominate by providing services that collect and exploit first party customer data.</p> <p><em>Nike Fuel Band</em></p> <p><img src="https://assets.econsultancy.com/images/0007/7387/Nike_FuelBand.jpg" alt="nike fuel ban" width="450"></p> <p><strong>Personalisation</strong></p> <p>The brand opportunity of products born digital is delivering a layer of personalised digital services direct to consumer smartphones triggered by the product. This means more relevant content, mobile applications and assisted in-store experiences.</p> <p>For example, information about the life story of the garment: how it was made. its materials and performance. Or deeply emotional brand stories about the experience of ownership and lifestyle associations. Or practical guides for how to wash, store, and style your items, even where to recycle them.</p> <p>Now, products can become more intelligent, more interactive and more personalised.</p> <p><strong>Fraud protection</strong></p> <p>This #borndigital approach also solidifies brand integrity, protecting authenticity, as digital content makes loss prevention and fraud protection easier than ever.</p> <p>This is because the data flowing from cloud-based digital identities for individual items can solve operational fashion challenges like real-time tracking inventory and identifying counterfeit goods. So, for example, retailers can tackle return fraud – which costs billions every year – by scanning items to access the data about where and when it was purchased and by whom.</p> <h3>Managing consumer data</h3> <p>With anything like this though, there are a number of challenges facing brands, not to mention a whole new emphasis on trust between brand and consumer. When you trust a brand there’s no need to read the small print, no need to shop around, and every reason to spread the word to others so they can believe and buy it too.</p> <p>In short: consumers are more likely to prefer, pay more for and recommend brands they trust compared to similar products in the market. This loads a tremendous responsibility on brands to properly manage consumer data, keep it safe and respect individual permissions and sharing preferences.</p> <p>The careful balancing act between managing enough data to provide a valuable consumer experience through personalisation, and maintaining a firm grip on privacy is the next great brand challenge.</p> <p>Part of the answer is smart software systems that allow each user to specify individual permissions for how data can be shared and to know exactly how it will be used, so brands can be as transparent as they are compliant.</p> <h3>In conclusion</h3> <p>In the end, fashion is the one technology trend that will never go out of style. As well as functional duties like protecting our bodies from the elements, modern apparel is as much about culture, creativity, self-expression and personal identity.</p> <p>Just like our smart mobile devices, fashion touches everyone, every day. So it’s hardly a surprise that fashion and technology are now, officially, an item.</p> tag:econsultancy.com,2008:Report/3008 2016-07-21T11:30:00+01:00 2016-07-21T11:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:Report/4200 2016-07-21T11:05:00+01:00 2016-07-21T11:05:00+01:00 Measurement and Analytics Report 2016 <h2>Overview</h2> <p>Never have marketers, analysts and ecommerce professionals had more data to work with as part of their ongoing efforts to improve business and organisational performance.</p> <p>At the same time, the growing challenge for individuals and organisations alike has been to avoid being overwhelmed by proliferating sources of data and metrics across a burgeoning number of marketing channels and technology platforms.</p> <p>The <strong>Measurement and Analytics Report 2016</strong>, produced by Econsultancy in partnership with analytics consultancy <strong><a href="http://www.lynchpin.com/">Lynchpin</a></strong> for the ninth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance.</p> <p>The research, based on a survey of almost 1,000 digital professionals, also focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric.</p> <h2>What you'll learn from this research</h2> <ul> <li>Understand how analytics can help to meet financial goals and what the most common growth and profit-related requirements are.</li> <li>Discover how organisations are using data and analytics to build a competitive advantage by becoming more customer-centric.</li> <li>Benchmark the make-up of your analytics or data team and investment plans against those of your peers.</li> <li>Find out where the biggest analytics skills gaps are and what the most common challenges related to deploying tools and technologies organisations face.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>The vast majority (84%) of marketers agree that their understanding of the customer is increasing over time, and 64% say that they are using data-driven customer insights to adapt their marketing strategies and influence business decisions.</li> <li>Despite the increasing importance of data, the proportion of analytics data used to drive decision-making within the organisation dropped by seven percentage points compared to last year's survey.</li> <li>While 77% of marketers believe digital analytics important to their company’s digital transformation, fewer than one in five consider digital reporting to have a ‘very influential’ role in supporting business decisions.</li> </ul> <h2>Features of the report</h2> <p>Based on a survey of almost 1,000 digital business professionals, this report also aims to cut through the noise to understand how companies are using measurement and analytics to boost revenue and profit growth, while also looking at the types of technology and data which are used to meet these ends.</p> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:BlogPost/68079 2016-07-15T13:15:43+01:00 2016-07-15T13:15:43+01:00 10 notable digital marketing stats of the week Nikki Gilliland <p>Now, let's crack on.</p> <h3>Amazon receives 81.6m visitors on Amazon Prime Day</h3> <p>It’s been criticised for its lacklustre algorithm, but in terms of traffic, Amazon Prime Day has been confirmed as a success for the retailer.</p> <p>Despite visits from mobile and desktop falling 6% from last year, Amazon.com still received 81.6m visits on <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">Prime Day 2016</a>.</p> <p>According to data from Hitwise, a division of connexity, this means it has been the most successful online shopping event since Cyber Monday, Black Friday and Amazon Prime Day of 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/7120/amazon_prime.PNG" alt="" width="599" height="287"></p> <h3>Pokemon Go surpasses Candy Crush with highest number of US daily users</h3> <p>With 15m downloads, and currently just under 21m daily active users, <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">Pokemon Go</a> is now the biggest mobile game in US history.</p> <p>It’s only just out in the UK, however data from BoomApp has revealed that over 3% of UK android users had already downloaded the game ahead of its release.</p> <p>Which means, you can probably expect more Pokemon related stats next week…</p> <p><img src="https://assets.econsultancy.com/images/0007/7122/pokemon_go.PNG" alt="" width="400" height="335"></p> <h3>Millennials are a key demographic for energy providers </h3> <p>According to research by Accenture, millennials will drive much of the future value for energy providers, with 24% being classed as early adopters.</p> <p>However, despite this, the demographic is also the most demanding.</p> <p>81% of millennials say they would be discouraged from signing up to additional products or services if the company did not offer a seamless digital experience.</p> <h3>APAC overtakes US as world’s biggest digital ad market</h3> <p>Research from Strategy Analytics has found that Asia-Pacific is set to overtake North America for digital ad spend in 2016.</p> <p>While the latter will rise 9.6% to $59.5bn, APAC is predicted to rise 18.2% to $59.7bn.</p> <p>What’s more, APAC’s spend per person is relatively low in comparison to the saturated markets in the west, meaning there is huge potential for growth.</p> <p><img src="https://assets.econsultancy.com/images/0007/7123/Trend_in_Digital_Ad_Spend_by_Region_540.PNG" alt="" width="540" height="316"></p> <h3>UK population saving 51.4m hours per month thanks to disruptive apps </h3> <p>Opinium has discovered that apps and online tools are saving consumers a collective 51.5m hours over the course of each month.</p> <p>With convenience and time saving being cited as the most important advantage of an app (even over saving money), customer loyalty is up for grabs.</p> <p>68% of survey respondents said that would have no qualms about switching from traditional brands when given the option.</p> <h3><strong>Consumer goods firms unprepared for new data regulation</strong></h3> <p>Capgemini Consulting has revealed that companies risk facing fines of up to $151 billion, by failing to comply with the new General Data Protection Regulation.</p> <p>While the legislation has been created by the European Union, anyone that holds data within Europe or offers services to EU citizens will be affected.</p> <p>With 90% of consumer-facing companies experiencing customer data breaches, many are failing to put safeguards in place.</p> <h3>One in four name Amazon their favourite brand</h3> <p>In a survey of 1,000 consumers, the DMA found that one in four people named Amazon as their favourite brand.</p> <p>High street favourites John Lewis and <a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/">Marks &amp; Spencer</a> were next in line.</p> <p>With just three out of the top twenty being online brands (ASOS, eBay and Amazon), the physical shopping experience is clearly still in favour.</p> <h3>Live TV viewing drops 6% in two years</h3> <p><a href="http://stakeholders.ofcom.org.uk/binaries/broadcast/reviews-investigations/psb-review/psb2016/PSB-Annual-Report-2016.pdf" target="_blank">Ofcom's Annual Research Report</a> has revealed that fewer young people are watching live television than ever before.</p> <p>From 2014 to 2016, the total viewing time of live TV among young adults dropped from 69% to 63%</p> <p>With one-third of all viewing among 16 to 24 year olds occuring via on-demand services, platforms like Amazon and Netflix have seen a surge.</p> <p><img src="https://assets.econsultancy.com/images/0007/7139/ofcom_report.PNG" alt="" width="633" height="373"></p> <h3>YouTube pays $2bn to content owners</h3> <p>A statement from Google has revealed that YouTube has generated over $2bn for content owners from its Content ID management system.</p> <p>Over 90% of Content ID claims result in monetisation, and the music industry in particular chooses to monetise 95% of claims.</p> <p>With even <a href="https://publicpolicy.googleblog.com/2016/07/continuing-to-create-value-while.html" target="_blank">more efforts to combat copyright infringment</a>, Google has in turn created a whole new revenue stream for companies.</p> <h3>Apple overtaken by local brands in China</h3> <p>Apple's iPhone is no longer one of the top smartphones in China, having been overtaken by local brands like Huawei, Vivo, Oppo and Xiaomi.</p> <p>The iPhone has dropped to the fifth most popular, although it remains the biggest non-Chinese brand.</p> <p>Huawei, a brand with a lower price point, has seen its market share rise to 17%, while Apple's has dropped to 10.8%.</p> tag:econsultancy.com,2008:BlogPost/68073 2016-07-15T10:09:08+01:00 2016-07-15T10:09:08+01:00 How marketers can use new tech to deliver meaningful brand experiences Nikki Gilliland <p>And to truly connect, this experience must be meaningful.</p> <p>That's easier said than done, so here's a look at five ways in which <a href="https://blogs.adobe.com/digitaleurope/files/2016/07/Adobe-Report-The-Future-of-Experience.pdf">the report</a> suggests brands can create meaningful experiences.</p> <h3>Use technology to drive emotion</h3> <p>Most consumers crave experiences that connect on an emotional level. </p> <p>For brands, this means using technology in more creative ways.</p> <p>With their ability to transport users from reality into an entirely different world, <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">virtual and augmented reality (VR and AR)</a> are the most obvious tools to use.</p> <p>However, it can only work if the technology and content work in unison.</p> <p>If it allows the user to connect with an idea or other person (as opposed to isolating them from the world) then it moves from an immersive experience into an empathetic experience – one that’s driven by emotion, regardless of the channel or platform.</p> <p>Another way brands can promote empathy and emotion is through social good.</p> <p>One example of this is <a href="https://econsultancy.com/blog/67953-how-lush-cosmetics-uses-word-of-mouth-marketing/">Lush</a>, a cosmetics retailer that runs charitable campaigns and supports grass-roots organisations.</p> <p>By giving the consumer a meaningful reason to buy, it also provides them with a very good reason to come back.</p> <p><img src="https://assets.econsultancy.com/images/0007/7056/meaningful_experience.PNG" alt="" width="600" height="254"></p> <h3>Creating new and unexpected experiences</h3> <p>Is there such a thing as too much personalisation?</p> <p>Some say there is, with tailored recommendations and highly curated feeds taking away the element of surprise (a key factor for a meaningful experience).</p> <p>So what’s the answer?</p> <p>To ensure that human, one-to-one creativity works in conjunction with technology to create a contextual experience for the consumer.</p> <p>A good example of this is when brands <em>only</em> <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/">work with influencers</a> when there is benefit for all parties involved. </p> <p>If there is a lack of natural affinity, not only will it harm the reputation of those involved, but it will also alienate the audience. </p> <p><img src="https://assets.econsultancy.com/images/0007/7057/discovery.PNG" alt="" width="431" height="267"></p> <h3>Providing a value exchange</h3> <p>When it comes to technology, privacy and data protection is a hot topic.</p> <p>However, a new conversation has recently started in relation to technology actually creating or aiding moments of privacy.</p> <p>As we’ve seen from the growing popularity of ad blockers, consumers are increasingly keen to take control over their own digital worlds.</p> <p>Input from brands is often seen as an intrusion or unwelcome distraction – unless there is an exchange of value.</p> <p>And where does the value lie? Again, the report suggests it's in that meaningful experience.</p> <p>Whether it’s help to get fit or map out a journey, so long as brands provide something of value (as well as complete transparency), consumers are likely to accept their data being taken in exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/7061/connecting.PNG" alt="" width="529" height="307"></p> <h3>Offer practical and progressive experiences</h3> <p>With 54% of people citing that a good digital experience seamlessly integrates into their own lives, experiences don’t only need to be emotional to be meaningful, but helpful and practical too.</p> <p>If an experience helps a user progress some way, they are automatically going to want to use it again.</p> <p>With machine learning and <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">artificial intelligence</a> constantly evolving, brands need to learn how to interpret and use data for the benefit of the consumer.</p> <p><img src="https://assets.econsultancy.com/images/0007/7059/seamless.PNG" alt="" width="516" height="341"></p> <h3>Provide a connected experience both on and offline</h3> <p>While consumers value technology-enabled interactions, 64% of people said they prefer engaging with a human being. </p> <p>In line with this, we’ve already seen many brands <a href="https://econsultancy.com/blog/68023-think-retail-how-brands-are-targeting-the-phygital-generation/">attempt to blend the physical and digital worlds</a>, using both to deliver inspiration and discovery.</p> <p>While ecommerce companies are most obviously suited to this, other industries can still take heed by focusing on a seamless experience across all touchpoints. </p> <p> <img src="https://assets.econsultancy.com/images/0007/7060/connected.PNG" alt="" width="600" height="509"></p> tag:econsultancy.com,2008:Report/4189 2016-07-13T10:25:00+01:00 2016-07-13T10:25:00+01:00 Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity <p>The <strong>Taking Advantage of the Mobile Opportunity</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, examines the extent to which marketers have embraced mobile marketing, and how organisations are approaching and implementing mobile strategies.</p> <p>The <strong>third annual iteration</strong> of our mobile research – part of the Digital Intelligence Briefing <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">series</a> that Econsultancy publishes in partnership with Adobe – revealed that <strong>marketers recognise both the outsized role of mobile and the challenge of providing a great experience</strong> when there is no margin for error.</p> <p>More than 4,000 marketers and digital professionals took part in this year’s survey, giving us a great glimpse into how organisations are approaching and implementing mobile strategies across all channels.</p> <h2>Findings include:</h2> <ul> <li>The proportion of organisations describing themselves as ‘mobile-first’ has more than doubled in the last two years, with those based in North America leading the way.</li> <li>Companies are continuing to invest in their mobile capabilities, with 60% increasing their 2016 spending and only a tiny fraction moving away from their mobile investments.</li> <li>The average proportion of ecommerce revenues being transacted on mobile devices has increased by 75% since 2014, reaching 28% this year.</li> <li>Nearly three in five (57%) organisations are aware of the different technologies available to support their mobile strategies.</li> <li>Mobile is considered to be extremely important for customer experience - exceeding the importance of the desktop site.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. You can access the other reports in this series <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68054 2016-07-12T11:55:00+01:00 2016-07-12T11:55:00+01:00 Pat Symonds, CTO of Williams, on why VR will shape the future fan experience of F1 Nikki Gilliland <p>On a recent trip to Silverstone, I sat down with Pat to get his views on the topics of data and tech within the sport. </p> <p>Surprisingly, he wasn’t too precious about data being the property of those behind the scenes of Williams.</p> <blockquote> <p>At the moment, we have the data… We’re the ones looking at it as the drivers go around the track.</p> <p>A lot of it is too sophisticated or complex to be easily understood, but as faster data transmission happens, I think it’ll be completely natural for fans to gain access - to log on to a car and see everything that’s going on.</p> </blockquote> <p>Accessing data might be an exciting prospect for an existing and dedicated audience – but what about enticing new fans to Formula One?</p> <p>Could gaming be the next step?</p> <blockquote> <p>Even further, the ultimate will be having a virtual race where you can compete with the guys at Silverstone. To my mind, that scenario is not that far away.</p> <p>We use simulators to develop our cars, and while they cost millions at the moment… home simulators are definitely coming.</p> <p>In a few years, the average games machine will be a VR machine.</p> </blockquote> <p>Pat’s passion for technology is evident. However, with a lot of criticism about tech taking away from the sport, i.e. reducing the influence of the driver on a race, I also asked – is there such a thing as too much technology? </p> <p>Apparently, the answer all depends on how you view Formula One.</p> <p>Is it a business, a sport, or merely entertainment?</p> <blockquote> <p>In my view, Formula One's most important function is as entertainment. And people are entertained in different ways. Some, like me, love technology.</p> <p>I think it’s what gives cars their incredible performance… We need to recognise that technology has set the bar for Formula One. </p> <p>But of course, balance is key, and we mustn’t do it for the sake of it. The pit-stop is amazing for fans, but it shouldn’t be the only reason to watch.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/6912/silverstone.jpg" alt="" width="780" height="430"></p> <p>Interestingly enough, one thing Pat agreed on was that Formula One (and Silverstone specifically) is far too exclusive.</p> <p>From getting tickets to even getting into the grounds, it’s all a bit too ‘VIP’.</p> <p>For those watching, it's worlds away from the weekly ritual of supporting a football or rugby team.</p> <blockquote> <p>Formula One needs to be visual, simple, short. I don’t know why we race for 300km, that’s way too long.</p> <p>If we could get it over within 45 minutes, that’d be optimum. Like a football game – fans don’t want to wait around when they could be enjoying a pie and a pint.</p> <p>We’ve tried to be too exclusive… It’s not easy to get into Silverstone and that’s a great shame. Not just physically, but in a virtual sense.</p> </blockquote> <p>Having <a href="http://www.pocket-lint.com/news/137077-new-sky-vr-studio-kicks-off-with-team-williams-f1-vr-experience-you-can-watch-online">recently teamed up with Sky</a> to produce a number of videos, it appears Williams is already trying to enter virtual territory. </p> <p>While some argue that 360-degree videos are rather basic, and still worlds away from the fully immersive style of <a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality/">virtual reality</a>, it does back up Pat's desire to bring the fans closer.</p> tag:econsultancy.com,2008:BlogPost/68055 2016-07-12T11:14:47+01:00 2016-07-12T11:14:47+01:00 How Dyson is bringing technology to life in its new London flagship store Nikki Gilliland <p>The brand's very first brick-and-mortar store to open in the UK, it is a conceptual space designed to offer consumers a ‘hands on’ shopping experience.</p> <p>Similarly, it’s yet another example of retail stores bridging the gap between the digital and physical experience. (Note I did not say ‘<a href="https://econsultancy.com/blog/68023-think-retail-how-brands-are-targeting-the-phygital-generation/">phygital’… that ever-so-divisive word</a>).</p> <p>But is it a gimmick, or is it really a rather lovely way to purchase a vacuum cleaner? </p> <p>Here’s a run-down of what the store has got to offer.</p> <h3>Customer-centric experience</h3> <p>As well as some fancy technology, the first thing that strikes you when walking into the Dyson store is a number of rather important-looking people standing around.</p> <p>These are Dyson ‘experts’ – people that are not just employed to sell you a product, but to offer demonstrations and speak in-depth about the science behind them. </p> <p>For the average shopper, i.e. the kind of person who might pop in to have a browse out of curiosity or mild interest, this presence could prove slightly off-putting. After all, there’s nothing worse than feeling out-of-place in a shop. </p> <p>But on the other hand, for anyone actually interested in purchasing a Dyson product, it certainly signals a focus on meeting the customer’s needs.</p> <p>With instant and one-to-one interaction, it brings to mind the sort of service (and attention) that you get in a car showroom – something that’s obviously lacking in the world of ecommerce.</p> <p><img src="https://assets.econsultancy.com/images/0007/6926/dyson_store_demo.jpg" alt="" width="600" height="639"></p> <h3>Integrating digital</h3> <p>Whether or not you’re determined to buy a Dyson product, the demonstration aspect of the store is hard to resist. </p> <p>Whether it’s an air-purifier or a cordless-vacuum, staff are ready and waiting to give demonstrations – even allowing you to choose between the type of dust or dirt you’d like to hoover up. </p> <p>When it comes to giving the customer a comprehensive overview of a product, it certainly beats any 360-degree video you might come across online.</p> <p>But if you like that sort of thing, you won’t be disappointed with a lack of digital integration - the store is covered in screens, further emphasising its high-tech nature.</p> <p><img src="https://assets.econsultancy.com/images/0007/6925/IMG_2102.jpg" alt="" width="600" height="822"></p> <h3>Try before you buy</h3> <p>While the ground floor is exciting, I was most impressed by the Supersonic salon – a mock-up hair salon on the first floor that offers visitors the chance to test-drive the brand new Dyson hairdryer.</p> <p>With an <a href="https://www.eventbrite.co.uk/e/dyson-demo-oxford-street-supersonic-styling-13-19-july-2016-tickets-26481353441">appointment booking system on Eventbrite</a>, it is the gimmickiest part of the store. And yet, it’s undeniably smart. </p> <p><img src="https://assets.econsultancy.com/images/0007/6923/supersonic_salon.JPG" alt="" width="780" height="585"></p> <p>If you’re serious about spending almost £300 on a hairdryer, why on earth wouldn’t you want to take the time to test it out? </p> <p>What’s more, you’re probably rather curious to learn why it costs so much – which means hearing about the complex engineering behind each product will be music to your ears. </p> <p><img src="https://assets.econsultancy.com/images/0007/6924/dyson_tech.jpg" alt="" width="780" height="608"></p> <h3>In conclusion</h3> <p>With its slick design and hand-on approach, the new Dyson flagship sort of feels like the Apple store, but a bit fancier and more educational.</p> <p><img src="https://assets.econsultancy.com/images/0007/6922/dyson_store_walls.JPG" alt="" width="600" height="800"></p> <p>Located just across the road from Selfridges (where another <a href="https://econsultancy.com/blog/68034-how-selfridges-s-body-studio-blurs-the-lines-between-digital-in-store/">creative shopping space has also just launched</a>), it’s certainly worth a visit if you're on the look-out for a new Dyson.</p> <p>But even if you’re not, it might be worth popping in for a nosey anyway...</p> <p>By focusing on how products work as well as what they do, it provides a far more interesting experience than the majority of its neighbouring stores.</p> <p>And just finally, it's worth noting that Dyson hasn't installed any self-serve kiosks or touchscreens, which had threatened to be one of the big retail trends of recent years.</p> <p>Maybe retailers have realised that most people don't want to go in-store to browse products on an iPad?</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/"><em>What's now &amp; next for digital technology in retail stores?</em></a></li> <li><a href="https://econsultancy.com/blog/67096-in-store-tech-the-screen-in-the-corner-that-nobody-wants-to-use/"><em>In-store tech: the screen in the corner that nobody wants to use</em></a></li> <li><a href="https://econsultancy.com/blog/67085-starbucks-new-london-digital-concept-store-puts-focus-on-customer-experience/"><em>Starbucks' new London digital concept store puts focus on customer experience</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68024 2016-07-05T14:26:11+01:00 2016-07-05T14:26:11+01:00 GSK migraine simulator demonstrates AR/VR potential for healthcare marketing Patricio Robles <p>According to GSK, which manufactures Excedrin Migraine medication, more than 36m people in the US alone suffer from migraine headaches, but those who don't often struggle to understand just how debilitating they can be.</p> <p>So the pharma giant turned to AR and built what it says is the world's first migraine simulator in an effort to help non-sufferers understand that a migraine is more than "just a headache."</p> <p>The AR headset gives non-migraine sufferers the ability to experience common migraine symptoms, such as visual distortions and sensitivity to light or aura.</p> <p>As part of GSK's <a href="https://www.excedrin.com/migraine-experience/">The Migraine Experience</a> campaign, migraine sufferers were given the opportunity to invite a friend, family member or co-worker to use the migraine simulator to walk a day in their shoes.</p> <p>The results were impressive...</p> <blockquote> <p>Thanks to the power of the technology, the non-sufferers were able to see what the migraine sufferer actually goes through - leading to some amazing moments.</p> <p>Across the board, non-sufferers reacted with feelings of shock and surprise ('I can’t believe you function like that!'), quickly turning to true empathy ('I’m so sorry you go through this.' 'I’ll never doubt you again.')</p> </blockquote> <p>Those reactions were captured on camera, making for high-impact video.</p> <p>One of the videos has racked up more than half a million views on YouTube, and <a href="http://www.fiercepharma.com/marketing/pain-and-empathy-gsk-migraine-simulator-for-excedrin-wins-creative-and-consumer-praise">according to</a> FiercePharma's Beth Snyder Bulik, more than 11m views on Facebook.</p> <p>All told, Bulik says The Migraine Experience videos have been viewed close to 20m times and generated more than 285,000 social engagements.</p> <p><iframe src="https://www.youtube.com/embed/SmJW8gYIN4E?wmode=transparent" width="560" height="315"></iframe></p> <p>For its work, which took a year to put together, GSK received three awards at the Cannes Lions Health show.</p> <h3>Storytelling at its best</h3> <p>Healthcare marketers face many difficulties, but they also have some of the greatest opportunities to tell powerful stories.</p> <p>Indeed, <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">storytelling could be one of the keys</a> for pharma companies looking to get consumers back on side.</p> <p>GSK's Migraine Experience is a great example of the type of storytelling that pharma marketers sorely need to embrace.</p> <p>While <a href="http://www.chipchick.com/2016/04/experiencing-excedrins-migraine-experience-what-its-like-to-get-a-vr-headache.html">not perfect</a> in a comprehensive sense, it's still capable of being compelling: individuals suffering from a difficult condition are able to physically share with the people around them a part of what they experience thanks to a clever application of technology.</p> <p>Most importantly, the focus of the creative is not a pill, and there are no silly scenes of people walking in a forest while a voice says, "Ask your doctor if..." </p> <p>But The Migraine Experience doesn't just demonstrate how pharma brands can tell better stories; it also demonstrates how technology is changing the way marketers can tell stories.</p> <p>While GSK obviously can't widely distribute the AR headsets it built for The Migraine Experience, it has built iOS and Android apps that can be used with viewers like Google Cardboard to provide a similar experience.</p> <p><iframe src="https://www.youtube.com/embed/sKJ1k-budT4?wmode=transparent" width="560" height="315"></iframe></p> <p>With this app, GSK is making it possible for large numbers of people who don't get migraines to walk a mile in the shoes of a migraine sufferer – a new way to tell a story through simulated first-hand experience.</p> <p>It's not hard to imagine that there are other conditions for which AR and VR could be similarly applied, or to imagine a future in which AR and VR apps help individuals do some initial self-diagnosis when confronted with symptoms that they're unsure of.</p> tag:econsultancy.com,2008:BlogPost/68023 2016-07-04T14:34:27+01:00 2016-07-04T14:34:27+01:00 Think retail: How brands are targeting the ‘phygital’ generation Nikki Gilliland <p>In case you’re wondering, ‘phygital’ (a buzzword if ever there was one) denotes a new type of shopping experience. </p> <p>As Chris Sanderson from the Future Laboratory explained – it combines the physical and digital worlds for an experience that is full “immediacy, immersion and interaction”.</p> <p>Here are a few examples of how some brands are already delivering it.</p> <h3>Re-thinking location</h3> <p>Despite the assumption that the consumer only lives online, in-store shopping remains just as popular as ever.</p> <p>The challenge for retailers is providing consumers with a store that’s relevant – a place that means something to the people who are likely to live and shop nearby.</p> <p>A great example of a brand re-thinking what stores mean to shoppers is Nike.</p> <p>With its Brooklyn-based Community Store, the sports retailer aimed to create a space that fosters community spirit and promotes the unifying power of sport.</p> <p>By employing 80% of its staff from the surrounding neighbourhood and supporting local non-profit organisations, it has become an integral part of the community – far from a faceless brand.</p> <p>This also shows that achieving a greater understanding of consumers doesn’t just mean working out what products they want to buy.</p> <p><img src="https://assets.econsultancy.com/images/0007/6742/Nike_community_store.PNG" alt="" width="780" height="489"></p> <h3>Promoting point-of-view</h3> <p>Retailers are no longer accepting that the consumer is always right.</p> <p>A bold statement, I know. But as brands start to focus more on core values and beliefs, many are now promoting a unique point of view in order to generate loyalty, instead of simply pandering to the general consumer.</p> <p>Take Rei for example. Last year, the outdoor apparel company chose to boycott <a href="https://econsultancy.com/blog/67232-which-retailer-has-the-best-black-friday-strategy/">Black Friday</a> with its bold #optoutside campaign.</p> <p>By refusing to slash prices, not only did Rei emphasise its position as a voice of authority, but it also managed to promote consumer choice (when every other retailer was pushing the inevitable sale) as well as conveniently highlight its core marketing message of living life outdoors.</p> <p><img src="https://assets.econsultancy.com/images/0007/6740/Rei.PNG" alt="" width="780" height="424"></p> <h3>Targeting emotions</h3> <p>The aim for retailers in future is not just to pre-empt purchase behaviour, but to predict the emotions that drive consumers to buy.</p> <p>This type of ‘mood retail’ is not only determined by data or tools such as Google’s Customer Match for Shopping. We’ve also seen certain brands using mood as a marketing tool.</p> <p>Last year, women’s retailer Finery launched a microsite that matched products with the customer’s mood.</p> <p>By using emotions to drive product choices, the site not only gave users a more immersive and intuitive shopping experience, but it also closed the gap on the physical and digital experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/6741/Finery.PNG" alt="" width="750" height="737"></p> <h3>So...</h3> <p>Before we do dismiss 'phygital' as yet another buzzword, it's evident that consumers are increasingly desiring the best of both worlds.</p> <p>The challenge for brands is knowing how to effectively combine the two.</p>