tag:econsultancy.com,2008:/topics/customer-experience Latest Customer Experience content from Econsultancy 2016-07-21T11:30:00+01:00 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> tag:econsultancy.com,2008:BlogPost/67987 2016-06-30T10:49:13+01:00 2016-06-30T10:49:13+01:00 Home sweet home: Why Houzz is worthy of the ‘best app’ award Nikki Gilliland <p>Now with over 40m homeowners in its community, it has morphed into a resource for both professionals and those merely looking for interior inspiration.</p> <p>As well as enabling builders, landscapers and the like to advertise services, it allows users to collect ideas and shop items. </p> <p>It’s obviously an appealing idea, but what makes it the ‘best app’ out there?</p> <p>I decided to find out.</p> <p>(FYI: I am an iPhone user, so I downloaded the iOS version... It’s basically the same!)</p> <h3>Login and homepage</h3> <p>Signing up to Houzz is incredibly simple. With the option to use a Facebook login or sign up via email, I chose the latter. </p> <p>The automatic ‘@hotmail’ or ‘@gmail’ form filler is a handy little feature, and an early indication of the app’s strong focus on UX.</p> <p><img src="https://assets.econsultancy.com/images/0007/6404/IMG_2014.PNG" alt="" width="400" height="474"></p> <p>Like most app homepages, Houzz offers an introductory guide when you first sign in.</p> <p><img src="https://assets.econsultancy.com/images/0007/6392/IMG_1988.PNG" alt="" width="400" height="689">  </p> <p>This is not unusual, but with the brand's multi-faceted nature potentially resulting in some confusion (Is it like Pinterest - or is it like Gumtree?) - the extra clarification is useful.</p> <p>On first impressions, the homepage is slick and well-designed.</p> <p>Mainly showcasing a mix of editorial ‘Stories’ and photos, it is incredibly pleasing to the eye, and a heavy focus on high-quality imagery is immediately obvious.</p> <p><img src="https://assets.econsultancy.com/images/0007/6409/IMG_2016.PNG" alt="" width="392" height="677"></p> <p>Its ‘find local professionals’ section at the top is also effective in highlighting the app's functions (rather than just its attractive photography).</p> <h3>Navigation</h3> <p>With five separate sections, the various features are fairly straightforward to get to grips with.</p> <p>Separated into Home, Photos, Products, Find Pros and Latest – each tab has a distinct focus. </p> <p>Instead of sticking to the homepage, Houzz's specific verticals might mean that users are likely to navigate straight to the section they are interested in.</p> <p>Whether scrolling through endless photos or searching for someone to paint the living room, good search and filtering functions means it’s very easy to find your way around.</p> <p><img src="https://assets.econsultancy.com/images/0007/6400/IMG_2008.PNG" alt="" width="400" height="682"></p> <h3>Inspiration</h3> <p>As someone who enjoys interior design, I found the Photos section the most appealing to browse.</p> <p>With 24 categories in total, it allowed me to filter by a wide variety of options – ranging from contemporary style to specific wall colour.</p> <p><img src="https://assets.econsultancy.com/images/0007/6396/IMG_1995.PNG" alt="" width="400" height="688"></p> <p>The best part is that the majority of the images are shoppable, including clickable links to provide the user with more information on the product as well as the option to buy.</p> <p><img src="https://assets.econsultancy.com/images/0007/6407/IMG_2009.PNG" alt="" width="400" height="394"></p> <p>Even if the user is unsure what products to look for (and is less inclined to use the products tab), it will still provide endless amounts of inspiration. </p> <p>But more than that, it will help them remember, as the additional 'Ideabooks' feature enables users to collect and organise the images they want to save.</p> <p>While this part of the app is <em>very</em> similar to Pinterest, the fact that ideabooks can be linked to profiles means that it takes personalisation one step further - and is very helpful for building trust.</p> <p><img src="https://assets.econsultancy.com/images/0007/6397/IMG_2007.PNG" alt="" width="435" height="481"></p> <p>The ‘Stories’ section includes a wealth of articles for design fans to enjoy. </p> <p>Although some of the links to interior design are a little tenuous (using 'Devil Wears Prada' as an example of home design seems a bit random...), the wide range of categories show a large focus on quality content.</p> <p>This section is basically the same as the main website, but its user-friendly design definitely encourages readers to consume content on-the-go.</p> <p><img src="https://assets.econsultancy.com/images/0007/6398/IMG_1997.PNG" alt="" width="400" height="690"></p> <p>Alongside inspirational articles, I was quite impressed to discover the ‘Ask a question’ feature – a discussion section that allows fellow users to offer tips and advice on whatever topic is posed. </p> <p>While the editorial team certainly provides help and inspiration, this feature is likely to be far more accessible for people in the midst of renovation – and certainly a reason for users to return after an initial browse.</p> <p><img src="https://assets.econsultancy.com/images/0007/6399/IMG_2001.PNG" alt="" width="397" height="681"></p> <p>Lastly, the two functions that undoubtedly contributed to Houzz's win at the Google Play awards - 'Sketch' and 'View in my Room'.</p> <p>Part of the app's most recent update, these features allow the user to insert Houzz products into photos as well as annotate them with comments and stickers.</p> <p><img src="https://assets.econsultancy.com/images/0007/6403/IMG_2013.PNG" alt="" width="400" height="327"></p> <p>Personally, I found Sketch to be a little fiddly, as it's not immediately obvious how to use it. (It's pretty similar to Paint.)</p> <p>That being said, for people who are serious about interior design, its interactive nature and collaborative potential is unlike anything I've seen on an app before.</p> <p>Likewise, with its VR-style functionality, 'View in My Room' is equally impressive.</p> <h3><img src="https://assets.econsultancy.com/images/0007/6402/IMG_2012.PNG" alt="" width="400" height="261"></h3> <h3>Products &amp; professional help</h3> <p>The ‘Product’ section of the app is probably the one I would use the least, mainly because it’s probably easier to shop online while hunting for something specific.</p> <p>However, that’s not to say it isn’t useful – and it’s definitely convenient in terms of collating information.</p> <p>One thing that sadly lets it down is that it doesn’t appear to be up-to-date. While clicking through to retailer sites, I came across quite a few items that ‘couldn’t be found’ or were seemingly out of stock.</p> <p>On the other hand, the ‘Find a Pro’ section is incredibly useful on all counts.</p> <p>It lists multiple categories of industry professionals, including in-depth information such as business descriptions, typical job costs, contact details and reviews.</p> <p><img src="https://assets.econsultancy.com/images/0007/6401/IMG_2004.PNG" alt="" width="400" height="679"></p> <p>While some people might be sceptical about finding professional services via an app, the way Houzz promotes each service from an individual perspective - not just a faceless company - naturally promotes authority and encourages trust.</p> <h3>Conclusion…</h3> <p>Like anything award winning, I had high expectations for the Houzz app. All in all, it didn’t disappoint.</p> <p>Anyone who has ever moved house or redecorated knows that it can be an all-consuming experience.</p> <p>By bridging the gap between industry professionals and homeowners, Houzz cleverly provides a platform for both sides of the coin.</p> <p>The app's quality design is certainly part of the reason it has been so well-received (if you only ever use Pinterest to look at houses, it's well worth making the switch).</p> <p>However, the app's functionality and community aspect is what really impresses. Highly interactive and addictive, it is a pleasure to use.</p>