tag:econsultancy.com,2008:/topics/native-apps Latest Native Apps content from Econsultancy 2018-05-25T13:00:00+01:00 tag:econsultancy.com,2008:BlogPost/70048 2018-05-25T13:00:00+01:00 2018-05-25T13:00:00+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>55% of consumers have made a purchase via social channels</h3> <p>A <a href="https://www.avionos.com/consumer-expectations/" target="_blank">new report</a> by Avionos suggests that, while influencers aren’t having a big impact on consumers, social channels themselves are still valuable for purchasing decisions.</p> <p>In a survey of more than 1,400 consumers, 55% of respondents said that they have made a purchase from a social media channel. Out of this, 40% said they have purchased via Facebook, 13% have made a purchase through Instagram, and 12% have done so on Pinterest.</p> <p>Interestingly, however, 60% of consumers said they have never purchased a product promoted by a celebrity or social influencer, and only 9% have done so in the past few years.</p> <p>When asked what brand recommendations they are most likely to act on, 27% chose user-generated recommendations, with 19% saying they would be likely to purchase trending products.</p> <p><img src="https://assets.econsultancy.com/images/0009/4729/purchases_through_social_media_channels.png" alt="consumers purchasing through social" width="760" height="381"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69041-social-commerce-why-basic-bots-and-buy-buttons-are-not-enough" target="_blank">Social commerce: Why basic bots and buy buttons are not enough</a></li> <li><a href="https://econsultancy.com/blog/67778-made-com-on-the-value-of-social-commerce" target="_blank">MADE.COM on the value of social commerce</a></li> </ul> <h3>Businesses fall into one of two tribes for GDPR implementation</h3> <p>It’s the day of GDPR reckoning, which means even more data protection-related stats for you to enjoy. This one comes from Marketo, which suggests marketers are split down the middle when it comes to their <a target="_blank">preparation for GDPR</a>.</p> <p>In a survey of 300 marketing decision makers in the UK, Germany and France, Marketo found that 55% of businesses are marketing-first – i.e. using GDPR compliance as an opportunity to better engage with customers and prospects through smarter marketing.</p> <p>On the other hand, 45% were found to be legal-first - doing what they need to be legally compliant with GDPR and changing marketing in line with these legal requirements.</p> <p>When comparing the two business approaches, the research found that, of the marketing-first respondents, 34% have significantly redefined their priorities compared to just 13% of legal first companies. Meanwhile, 49% of the marketing-first group has implemented new systems and marketing tools, compared with 33% of legal-first.</p> <p><strong>You can check out our round-up of the best <a href="https://econsultancy.com/blog/70031-the-best-gdpr-stats-surveys-we-ve-seen/" target="_blank">GDPR-related stats and surveys here</a>.</strong></p> <h3>Coca Cola named as the most powerful brand logo </h3> <p>A <a href="https://www.graphicsprings.com/most-powerful-logos" target="_blank">new study</a> by Graphic Springs has revealed the world’s most powerful corporate logos, based on worldwide poll of consumer recognition. </p> <p>24,000 people took part in the study, with participants from the US, EU, and Asia being asked to recall logos and describe the brand and its products or services.</p> <p>Top of this list was Coca-Cola, with 100% of respondents correctly identifying its logo. Second was Ford, and third was Sony. Interestingly, Amazon came 13th in the list, with lesser recognition in Asia contributing to its lower score.</p> <p>Check out the top 15 below.</p> <p><img src="https://assets.econsultancy.com/images/0009/4728/Corporate_logos.JPG" alt="most powerful brand logos" width="363" height="734"></p> <p><strong>More on Coca Cola:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69082-how-coca-cola-uses-design-to-create-a-memorable-customer-experience" target="_blank">How Coca-Cola uses design to create a memorable customer experience</a></li> <li><a href="https://econsultancy.com/blog/69095-how-coca-cola-is-using-smartphone-data-to-personalise-in-store-ads" target="_blank">How Coca-Cola is using smartphone data to personalise in-store ads</a></li> <li><a href="https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola" target="_blank">10 inspiring digital marketing campaigns from Coca-Cola</a></li> </ul> <h3>64% of consumers trust banking services to correctly handle data</h3> <p><a href="https://blog.globalwebindex.com/trends/study-uk-consumers-back-gdpr-as-a-positive-change-to-data-privacy/" target="_blank">Research by GlobalWebIndex</a> has revealed that consumer trust in companies handling their data varies significantly by sector. </p> <p>Based on the responses of 1,250 UK internet users aged 16 to 64, the study found that just 64% trust online banks or payment services with their personal data. This comes despite the fact that 59% of 16 to 24 year olds and 69% of 25 to 34 year olds now use online banking services or apps.</p> <p>Meanwhile, just 48% of respondents cite trust in Facebook handling their data, while 53% trust search engines and email services.</p> <p>Overall, the study also found that 76% of respondents view GDPR as being extremely or very important to them in relation to their digital lives, and only 2% think it has no importance.</p> <p><strong>More on banking apps:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69828-banks-set-to-release-money-management-apps-as-ux-change-spurred-by-open-banking" target="_blank">Banks set to release money management apps as UX change spurred by Open Banking</a></li> <li><a href="https://econsultancy.com/blog/69779-how-will-open-banking-affect-ux" target="_blank">How will Open Banking affect UX?</a></li> </ul> <h3>Royal wedding impacts fashion search</h3> <p>New data from MyVoucherCodes has revealed that there has been a 185% surge in searches for ‘white halter neck dress’ since the Royal Wedding last Saturday. </p> <p>As visitors searched for a similar style of dress, searches for Boohoo.com discounts also increased by 810.65%, soon after the retailer announced that it was selling a copycat version of the bride’s evening gown for £22. Meanwhile, a £25 dupe from Pretty Little Thing sold out within minutes.</p> <p>Lyst has also revealed that Amal Clooney’s dress was the most-searched for gown out of all the wedding guests, with searches for ‘yellow dresses’ up 1,500%.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Meghan Markle is the most beautiful bride What does everyone think of the dress?! Comment below <a href="https://twitter.com/hashtag/MeghanMarkle?src=hash&amp;ref_src=twsrc%5Etfw">#MeghanMarkle</a> <a href="https://twitter.com/hashtag/RoyalWedding?src=hash&amp;ref_src=twsrc%5Etfw">#RoyalWedding</a> <a href="https://t.co/HqxRT24vCN">pic.twitter.com/HqxRT24vCN</a></p> — boohoo.com (@boohoo) <a href="https://twitter.com/boohoo/status/997799255933968386?ref_src=twsrc%5Etfw">May 19, 2018</a> </blockquote> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68728-how-fashion-retailers-can-use-search-trend-data-to-inform-marketing-product-strategy" target="_blank">How fashion retailers can use search trend data to inform marketing &amp; product strategy</a></li> <li><a href="https://econsultancy.com/blog/67439-how-creative-seo-can-deliver-big-wins-for-luxury-fashion-retailers/" target="_blank">How creative SEO can deliver big wins for luxury fashion retailers</a></li> <li><a href="https://econsultancy.com/blog/68984-how-visual-search-is-helping-ecommerce-brands" target="_blank">How visual search is helping ecommerce brands</a></li> </ul> <h3>35% of brands reduced the role of external agencies in 2017</h3> <p><a href="https://www.iab.com/wp-content/uploads/2018/05/IAB_Programmatic-In-Housing-Whitepaper_v5.pdf" target="_blank">New research</a> from IAB and ANA suggests that even more brands are moving programmatic in-house, as it was revealed that 35% reduced the role of external agencies last year.</p> <p>In a survey of 119 US brand executives, 18% of programmatic buyers said they had already moved all programmatic buying in-house, and 47% had already begun the process.</p> <p>In contrast to this, 22% said they had no plans to change their current arrangements with agencies, while the remaining 13% had trialled in-house programmatic but reverted back again.</p> <p>When it comes to the main reasons for bringing programmatic in-house, 47% of respondents cited ROI attribution, 44% said better audience targeting, and 44% said campaign effectiveness.</p> <p><img src="https://assets.econsultancy.com/images/0009/4734/IAB.JPG" alt="programmatic in-house objectives" width="750" height="408"></p> <p><strong>More on programmatic:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69588-10-signs-that-programmatic-advertising-is-reaching-maturity" target="_blank">10 signs that programmatic advertising is reaching maturity</a></li> <li><a href="https://www.econsultancy.com/blog/69559-ask-the-experts-how-to-integrate-your-programmatic-and-tv-ad-strategy" target="_blank">Ask the experts: How to integrate your programmatic and TV ad strategy?</a></li> <li><a href="https://econsultancy.com/blog/69624-three-ways-to-boost-brand-safety-in-the-programmatic-age" target="_blank">Three ways to boost brand safety in the programmatic age</a></li> </ul> <h3>57% of consumers buy online while at work</h3> <p>A <a href="https://go.namogoo.com/customer_survey_ebook_2018.html?utm_source=pr&amp;utm_medium=pressrelease" target="_blank">new report</a> by Namogoo has revealed the extent to which consumers multi-task when making a purchase online.</p> <p>In a survey of 1,300 US consumers, the majority of respondents said they are typically engaged in another task while online shopping. More specifically, 57.2% said they make purchases while at work, and 50.6% said they do so while carrying out household chores. Meanwhile, 46.38% said they buy online while making an in-store comparison.</p> <p>The report also highlights the most frustrating part of the online checkout process. Having to fill out the same information more than once was the most-cited frustration experienced by consumers (regardless of device), followed by a ‘back button’ which <em>doesn’t</em> go back to the previous page.</p> <p><img src="https://assets.econsultancy.com/images/0009/4732/Namogoo.JPG" alt="most frustrating part of check-out" width="690" height="642"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69690-what-is-cross-channel-marketing-and-why-do-you-need-it" target="_blank">What is cross-channel marketing and why do you need it?</a></li> <li><a href="https://econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them" target="_blank">Why online shoppers abandon their baskets and how to stop them</a></li> </ul> tag:econsultancy.com,2008:BlogPost/70030 2018-05-24T09:00:00+01:00 2018-05-24T09:00:00+01:00 Why apathy towards apps is rising (and how to combat it) Nikki Gilliland <p><a href="https://www.thinkwithgoogle.com/consumer-insights/app-shopping-experience/" target="_blank">According to Google</a>, 87% of users say that - even if they are loyal to a brand - they don’t feel the need to have its app on their phone. Similarly, 53% say they have never downloaded their favourite brand’s app.</p> <p>So, why is this the case, and what does it mean for brands? Here’s a bit more on Google’s research, plus some tips and advice on what to do to drive app downloads.</p> <h3>Awareness &amp; consideration</h3> <p><a href="https://techcrunch.com/2017/08/25/majority-of-u-s-consumers-still-download-zero-apps-per-month-says-comscore/" target="_blank">comScore says</a> that US consumers download zero new apps each month, despite the fact that 57% of their time using digital media is spent using the existing apps on their phone. This is an interesting dichotomy, but there might be a simple explanation.</p> <p>First, it appears one of the main reasons people fail to download new apps is that they do not know they exist - Google says that 25% of users are unaware that their favourite brand even has an app. Meanwhile, low consideration is another big problem, with brands failing to promote an app or its benefits (and instead just assuming existing customers will be happy to download).</p> <p>In order to combat this, brands should focus on making apps as visible as possible. This can be achieved through ASO (app store optimisation), which involves optimising various features such as title, meta data, and images to include keywords or search terms. Just as SEO can improve a website’s Google ranking, ASO helps apps to do the same in the app or play store.</p> <p>Another factor that has an impact on visibility is ratings and reviews, with apps that are more positively rated typically ranking higher. Consequently, it’s beneficial to ask existing users to rate and review apps, either via push notifications or on other digital channels such as social.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Love the Tomorrow app? (Awww, thanks!) Leaving a review helps us make our product better. Rate us, if you're up for it! <a href="https://t.co/7JsrPkkxWY">https://t.co/7JsrPkkxWY</a> <a href="https://t.co/o5tvAWNXbw">pic.twitter.com/o5tvAWNXbw</a></p> — Tomorrow (@tomorrowideas) <a href="https://twitter.com/tomorrowideas/status/994666388152377344?ref_src=twsrc%5Etfw">May 10, 2018</a> </blockquote> <p>Like most marketing strategies, there should be a balance, of course. Constantly asking users to rate apps (especially in the middle of usage) can be annoying, so it should be done subtly and at the right time.</p> <h3>Value &amp; incentive</h3> <p>Another reason for so-called ‘app apathy’ is the belief that apps do not hold intrinsic value, with mobile sites fulfilling the customer’s needs in just the same way, or even to a greater extent. </p> <p>This, coupled with the fact that storage space and data-use can be limited on mobile phones, means that it makes sense for users to be less inclined to use them.</p> <p>In this case, it is up to brands to inform and educate users on an app's benefits, as well as provide additional incentive. One way to achieve the latter could be through offers and discounts.</p> <p>Online retailer Missguided focuses heavily on this, using a 20% off first order discount as an incentive for people to download it. This offer is promoted on the site’s homepage, ensuring that it is highly visible to new customers, as well as a helpful reminder for existing users to re-visit the app.</p> <p>This strategy can be risky, too, as 63% of people say that they will typically delete an app if they are only downloading it to access a deal. As a result, it is up to brands to provide additional value on top of such offers. </p> <p>Again, Missguided is another good example here, as its <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review" target="_blank">fun and easy-to-use app</a> involves features that are likely to engage and hold the user’s attention after the initial download.</p> <p><img src="https://assets.econsultancy.com/images/0009/4462/Missguided.JPG" alt="missguided app incentive" width="700" height="379"></p> <h3>Alignment with other brand experiences</h3> <p>Discounts don’t have to be the only incentive for app downloads. Google suggests that, as 40% of transactions now take place on mobile, a seamless experience across apps and mobile sites can provide greater value for customers – and even increase long-term loyalty. </p> <p>This is due to the increasingly fragmented way that consumers now shop, with many browsing on mobile before buying on other channels, or vice versa. </p> <p>As a result, apps should not be thought of as an isolated channel, but rather, one that can be used to complement mobile shopping or other brand experiences.</p> <p>Take this example from beer brand Adnams, which encourages customers to rate their in-store tasting experience via its app. Not only does this prompt usage (giving the brand a chance to promote its other features) but it also allows Adnams to access data that can be used for retargeting in future.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It’s <a href="https://twitter.com/hashtag/SampleSunday?src=hash&amp;ref_src=twsrc%5Etfw">#SampleSunday</a>! Pop in store to try a sample of our <a href="https://twitter.com/hashtag/BRANDNEW?src=hash&amp;ref_src=twsrc%5Etfw">#BRANDNEW</a> beer Bicycle Kick! Biscuity malt flavours, delicate aromas of lemongrass with a touch of honey! Once you’ve finished sampling, you can always rate your taste using our app! <a href="https://t.co/1dcJrN8KsH">pic.twitter.com/1dcJrN8KsH</a></p> — Adnams Holkham (@AdnamsHolkham) <a href="https://twitter.com/AdnamsHolkham/status/995678335765221376?ref_src=twsrc%5Etfw">May 13, 2018</a> </blockquote> <h3>Personalisation</h3> <p>Lastly, with an increasing number of brands fighting for user attention, apps that personalise the customer experience tend to have the edge – keeping users active and engaged long after they’ve been convinced to download. </p> <p>As beauty brands like Sephora and L’Oréal have shown, AR in apps can offer real value for users. In both cases, the technology helps to solve a real issue, i.e. finding products to suit individual features such as skin tone and face shape. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Try any blush, anywhere, anytime. Virtual blush try-on is now on our app, Sephora Virtual Artist: <a href="https://t.co/kS7V4Lrg4h">https://t.co/kS7V4Lrg4h</a> <a href="https://t.co/6EZT59lKu7">pic.twitter.com/6EZT59lKu7</a></p> — Sephora (@Sephora) <a href="https://twitter.com/Sephora/status/873585566058766344?ref_src=twsrc%5Etfw">June 10, 2017</a> </blockquote> <p>Similarly, location-based apps and targeted recommendations can also drive usage. Nike+ Run Club is a good example, with the app tailoring workouts based on what the user wants to achieve as well as how they are progressing. Home Depot is another, with the app displaying product inventory and navigation help for in-store shopping.</p> <p>So why might users assign precious home-screen space to these apps? Quite simply, because they offer something that solves a problem, or that users cannot find elsewhere. And ultimately, this should be the real question brands vying for app attention should consider. Without a tangible USP, it's always going to be a hard sell.</p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69456-how-mobile-apps-can-shape-the-premier-league-fan-player-experience" target="_blank">How mobile apps can shape the Premier League fan &amp; player experience</a></li> <li><a href="https://www.econsultancy.com/blog/69710-why-apps-are-a-key-part-of-mobile-strategy-for-charities" target="_blank">Why apps are a key part of mobile strategy for charities</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69978 2018-04-27T10:40:34+01:00 2018-04-27T10:40:34+01:00 How Shazam is using augmented reality to help brands come to life Nikki Gilliland <p>Last December, Apple announced it had bought Shazam for a reported $400m. This has now led the EC to launch a <a href="https://www.theguardian.com/technology/2018/apr/24/apple-eu-investigation-shazam-takeover-data-regulators-music-recognition" target="_blank">formal investigation</a> into the deal, due to concerns that Apple will have an unfair advantage through access to user data.</p> <p>Putting this news aside, Apple's potential takeover looks set to only increase Shazam's investment in new technology, which has become all the more apparent in the past few years.</p> <p>With brands of all kinds capitalising on the demand for visual content, the company has upped its game - branching out from audio recognition into a focus on visual technology. Even more recently, it announced the launch of a new AR platform to connect its audience to immersive and custom-brand visual content via the app.</p> <p>I recently heard Shazam account director Hugo Marshall speak at Mindshare’s ‘Future of AR’ event all about how the company has been running successful campaigns in this space.</p> <p>Here’s more on what he said, the benefits for brands and users alike, as well as more on the general demand for AR from consumers today.</p> <h3>A natural home for branded AR</h3> <p>According to Mindshare’s <a href="http://www.mindshareworld.com/uk/about/trends-2018" target="_blank">latest report</a> on the topic, the demand for AR technology is growing, with 55% of users agreeing that it would be helpful to point their phone at an object to uncover additional information.</p> <p>This is the general aim of Shazam’s AR technology, which acts as a gateway to connect users with valuable and entertaining content in-the-moment – either for sheer entertainment purposes, or to provide valuable information during or post purchase. </p> <p>Again, with Shazam already being a trusted name – one that’s recognisable to users as the ‘home of music discovery’ – it provides an appealing solution for brands wanting to reach a media-hungry audience. It also means that brands do not need to spend time and money acquiring new eyes and ears, as Shazam has a large audience with the existing app already downloaded onto their mobile phones.</p> <p>Netflix was one of the first big brands to get on board with Shazam’s new AR capabilities (built by Zappar), specifically with its campaign to promote the new season of GLOW.</p> <p><img src="https://assets.econsultancy.com/images/0009/3900/Netflix.jpg" alt="hugo marshall discussing shazam's ar tech" width="615"> </p> <p>The campaign allowed users to scan special codes through the Shazam app in order to make posters and other media come alive. There was also a special ‘Glow’ takeover in the app itself (involving specially-curated 80’s themed playlists), and users could also get involved in the action by snapping a photo of themselves to overlay Glow-like hairstyles and clothing. </p> <p>The value centred around ‘surprise and delight’, with Shazam able to introduce the show to a new and wider audience, as well as give fans a fun and immersive slice of entertainment. </p> <p>According to Marshall, the campaign effectively captured user attention, with AR experiences generating an average user engagement time of two minutes. With most users typically dipping in and out of Shazam to satisfy a specific need (rather than to spend time browsing) – this shows that there is tangible interest in AR.</p> <p><iframe src="https://www.youtube.com/embed/mjk4rAWhdOg?ecver=1&amp;wmode=transparent" width="640" height="360"></iframe></p> <h3>Bringing packaging to life</h3> <p>While Netflix used Shazam’s visual technology to reach audiences at the consideration stage - i.e. to encourage them to watch its latest show – others have used it to provide value at various different points of the consumer journey.</p> <p>Gin brand Bombay Sapphire partnered with Shazam to add AR elements into its physical product. This meant users could scan a special sticker or tag on bottles to make it come to life, with AR imagery and audio including blooming flowers and wildlife. Users could also discover videos detailing hidden recipes and other additional information relating to the product.</p> <p><iframe src="https://www.youtube.com/embed/qcoPlvhi_LI?ecver=1&amp;wmode=transparent" width="640" height="360"></iframe></p> <p>During his talk, Marshall spoke about the importance of UX within the AR experience, specifically the positioning of the code or sensor, as well as in-app instructions on how to access the imagery.</p> <p>He cited one poor example of an AR code being placed on a large cereal box, which happened to include individual (packaged) miniatures inside. In this instance, parents would put the main box away and merely remove the miniatures to give to their kids, meaning that the AR experience was often forgotten about or missed.</p> <p>In contrast, he explained how Bombay Sapphire wanted to make the AR-experience unmissable for consumers, with the hope that the tag would stay on the bottle even after purchase – and become a talking-point within a social context. </p> <p>Another brand to make use of connected packaging in this way is whisky brand Glenlivet. While it is perhaps not the type of company you’d expect to target Shazam’s audience, like Bombay Sapphire, it was keen to provide consumers with an easy, intuitive, and informative entry-point into AR.</p> <p>Meanwhile, Shazam was also eager to showcase its own ability to create brand-centric campaigns, sacrificing its own distinct blue branding on tags to fit the sleeker image of Glenlivit.</p> <p><img src="https://assets.econsultancy.com/images/0009/3901/glenivet.jpg" alt="shazam and glenlivet" width="615"></p> <p>This particular campaign also involves a gamification element, whereby users are ranked on how well they are able to decode the ingredients inside the bottle.</p> <p>As the campaign is ongoing, and the official tasting notes won’t be released until the end of the year, Glenlivit is evidently hoping it will become a talking point among consumers and fans on social, as well as enhance the consumer experience post-purchase.</p> <h3>Setting consumer expectations </h3> <p>While Shazam looks set to continue its success with AR - using the technology to help brands create and deliver compelling and interactive content – it’s an example that also highlights where brands could be heading in future. </p> <p>According to Mindshare, we could be moving away from using AR for ‘surprise and delight’ into more every day, functional purposes - i.e to make daily experiences smoother and more efficient.</p> <p>As examples like Bombay Sapphire and Glenlivit become more commonly seen, there could be a growing expectation for products (and advertising) to become interactive at the mere touch of a camera button.</p> <p>Of course, like with any type of content, there needs to be tangible value for consumers. But if brands are able to deliver this (as well as make UX slick and intuitive) – Shazam isn’t the only company likely to benefit from it in future.  </p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69960-how-zara-is-using-in-store-tech-to-improve-its-frustrating-shopper-experience" target="_blank">How Zara is using in-store tech to improve its frustrating shopper experience</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> <li><a href="https://econsultancy.com/blog/69406-a-day-in-the-life-of-md-of-an-augmented-reality-company" target="_blank">A day in the life of... MD of an augmented reality company</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69950 2018-04-18T09:30:00+01:00 2018-04-18T09:30:00+01:00 Spotify UX vs. Apple Music UX: How do they compare? Sean Cole <p>I’ll mostly be looking at major features that these apps have in common, such as homepages, browse and search. I have both services already, so I won’t be walking you through the sign-up processes for either of these services – but from memory they were both about as painless as each other.</p> <h3>Opening the app</h3> <p>From the off there are very different and distinct ‘homepages’ on each app. Let’s start with Spotify, which opts for a very visual, image-led display with emphasis on icons and images to engage the user.</p> <p><img src="https://assets.econsultancy.com/images/0009/3665/spotify_home_new.jpg" alt="spotify home" width="300"></p> <p>This screen is home in all senses of the word for the app – clearly headed sections draw the user’s attention towards a particular feature or journey, to find music without moving off page one.</p> <p>Spotify is clever in its approach – having a long ‘home’ page enables the user to find lots of content (‘made for you’, ‘more like’, ‘recently played’, etc.) without having to navigate the footer menu.</p> <p>The sleek design also makes the most of the sideways swipe, with each feature’s slider providing you with sub-genres and curated playlists.</p> <p>You could quite easily visit only this page for your music fix – probably most notably the ‘made for you’ section which hosts playlists and mixes based on what you listen to when you’re on the app. Machine learning at its most effective!</p> <p>There are some really interesting and cool features to add value for music lovers here, such as the ‘concerts near you’ section, which provides you with a list of upcoming gigs also based on artists that you listen to regularly (don’t expect to see anything from Justin Bieber unless you’re a genuine Belieber).</p> <p><img src="https://assets.econsultancy.com/images/0009/3664/spotify_home_new_2.jpg" alt="spotify home" width="300"></p> <p>Apple Music takes a slightly different approach. The app doesn’t actually have a ‘home’ screen by name, in the way that Spotify does, instead using the ‘library’ tab as the default homepage for users (note that Spotify has a separate library page).</p> <p><img src="https://assets.econsultancy.com/images/0009/3663/apple_music_library_new.jpg" alt="apple music library" width="300"></p> <p>‘Library’ elicits a feeling of ownership, which may be part of the reason Apple opted for this language (with a history of users buying music through iTunes) but that’s not the only way it differs from Spotify.</p> <p><img src="https://assets.econsultancy.com/images/0009/3662/apple_music_library_new_2.jpg" alt="apple music library" width="300"></p> <p>Instead of a page of discovery (suggested playlists and aggregated mixes) Apple opts for a menu-led approach. These dry category links (‘albums’, ‘songs’, ‘downloaded music’) and 'recently added' tiles indicate that although this is your library, if you want anything outside of what you have already listened to, you may have to work for it (i.e. use the footer menu). Which leads me on to….</p> <h3>Browse</h3> <p>Both apps have a browse feature in the footer menu which gives you the opportunity as a user to properly refine what you’re looking for. Again let’s take a look at Spotify first…</p> <p><img src="https://assets.econsultancy.com/images/0009/3653/spotify_browse_new.jpg" alt="spotify browse function" width="300"></p> <p>As with the ‘home’ page, Spotify maintains its visual approach at the top, with a slider of personalised playlists such as ‘Happy Friday’. This is a really nice touch that plays to the growing expectations of users – if you’re learning about me as I listen, I expect to be served something that at least makes sense (doesn’t put me off too much) when I want to have a wander through the musical universe.</p> <p>Below this slider there are six different filters users can choose (from ‘charts’ to ‘videos’ to ‘podcasts’), making it clear that the user is in control of what they want to consume even when they’re browsing.</p> <p>An additional nice touch is the ‘discover’ option, which immediately piques user interest to engage further with the app (spoiler, you’re met with more playlists based on artists and albums you frequent). Keeping with the theme of the app, once you scroll down below the fold you’re greeted with ‘genres and moods’ an eclectic range of 36 different genres, activities and moods from K-Pop all the way through to sleep (represented by tiles each with its own icon) – a little something for everyone. </p> <p><img src="https://assets.econsultancy.com/images/0009/3650/spotify_browse_new_2.jpg" alt="spotify genres and moods" width="300"></p> <p>Apple opts for a similar approach – topical curated playlists at the top using the same sideways swiping as Spotify for navigation. Again, like Spotify, there are six distinct categories designed to make the experience of browsing music as easy and organised as possible.</p> <p><img src="https://assets.econsultancy.com/images/0009/3661/apple_music_browse_new.jpg" alt="apple music browse" width="300"></p> <p>But whereas Spotify again gives you 36 genres and moods on the one page, you’re a further tap away from getting to a similar list on Apple Music. With this said, Apple could argue that the categories on the browse page are distinct enough that users shouldn’t really get too lost as they know exactly what they’re getting from each tap of the screen. </p> <h3>Radio</h3> <p>A feature that Apple Music prides itself on is its Beats 1 Radio feature, which Larry Jackson, <a href="https://www.theverge.com/2017/3/25/15056856/drake-more-life-apple-music-jimmy-iovine-streaming-numbers">speaking to The Verge in 2017</a>, called “the biggest radio station in the world,” adding, “There’s no way you’re going to find another station that has as many concurrent listeners.”</p> <p>And you can see why as soon as you click. From hosted shows by famous artists and a selection of curated radio shows you can tell this is where Apple is really interested in people using the platform and the experience is really impressive.</p> <p><img src="https://assets.econsultancy.com/images/0009/3659/apple_radio_beats_new.jpg" alt="apple beats radio" width="300"></p> <p>The use of influencers, radio DJs and artist-led shows help to make the user feel as if they’re listening to some of the newest music in tandem with their favourite artists.</p> <p><img src="https://assets.econsultancy.com/images/0009/3658/apple_radio_beats_new_2.jpg" alt="apple beats radio" width="300"></p> <p>Apple does seem to have taken a leaf out of Spotify’s book when it comes to heavy imagery and a much longer scrolling experience. However, if we’re looking at this objectively, it’s clear that this, from a user’s perspective, is where Apple Music excels and Spotify struggles. It’s almost like a role reversal – with Spotify having less inspiring content discovery in its radio feature and simpler signposting of content.</p> <p><img src="https://assets.econsultancy.com/images/0009/3654/spotify_radio_new.jpg" alt="spotify radio" width="300"></p> <h3>Search</h3> <p>Search is probably the most important feature to get right on apps that claims to have all the world’s music at your fingertips. Putting aside the increasing use of voice search (through Siri and Google Assistant), it’s good to take a look at which of the two streaming services are providing users with what they want most effectively in-app.</p> <p>Spotify’s search function is very predictive and intuitive. As soon as you type a letter results appear straight away and true to form there is a visual stimulus (in the form of an artist’s picture or playlist cover) to greet you. Also true to form, all of the associated results (songs, artists, playlists) are based on artists that you listen to most which really helps hammer home the personalised experience when using the app.</p> <p><img src="https://assets.econsultancy.com/images/0009/3656/spotify_search_new.jpg" alt="spotify search" width="300"></p> <p>Even from the search function, it’s clear that Spotify wants you to stay on one page, with a lot of content based on your listening behaviour and the collective top results, until you’re ready to move onto the next page. There’s something really neat and tidy about this and as long as you don’t mind scrolling it’s super easy to find your desired song, album and artist etc.</p> <p><img src="https://assets.econsultancy.com/images/0009/3655/spotify_search_new_2.jpg" alt="spotify search" width="300"></p> <p>Apple provides a much less visual list of results, suggested based on popular searches (it would appear) by everyone using the app. It is predictive, just like Spotify, and like much of the app the search results are really text heavy, appearing as a list with some iconography to help users distinguish between artist, song and album.</p> <p><img src="https://assets.econsultancy.com/images/0009/3657/apple_music_search_new.jpg" alt="apple music search" width="300"></p> <p>A cool feature that Apple Music does have in search though is the ability to flick between searching Apple Music or just ‘Your Library’. This can be really useful if you have a lot of music/videos saved to the Apple cloud and/or saved to your phone and want to just see what you do have available to you without having to stream it or download it.</p> <h3>Closing comments </h3> <p>Our relationship with music is and always will be changing and it’s up to the streaming services that we commit to to provide us with an easy and delightful experience when using their apps. The 'Spotify vs. Apple Music' debate is one that is often based more on personal preference than anything else and although we can look closely at functionality and suggest where one is outperforming the other, it’s easy to miss the fact that there is no ‘one size fits all’ approach that will please everyone that uses the product.</p> <p>Spotify has been the major player in the music streaming world for some time now in part due to lack of competition but also down to their great user interface, but if recent reports are anything to go by Apple Music is slowly but surely nipping at their heels in the market (Wall Street Journal <a href="https://www.wsj.com/articles/apple-music-on-track-to-overtake-spotify-in-u-s-subscribers-1517745720">predicts</a> that Apple’s superior growth rate – 5% to 2% – could see it surpass Spotify for users). Who needs all those images anyway?</p> tag:econsultancy.com,2008:BlogPost/69949 2018-04-17T11:29:00+01:00 2018-04-17T11:29:00+01:00 How Intelistyle plans to become the 'Spotify of fashion' with its AI stylist app Nikki Gilliland <p>Intelistyle is a new company built around this premise. An AI fashion stylist and retail aggregator - it offers personalised styling advice via its mobile app.</p> <p>I recently spoke with Kostas Koukoravas, Intelistyle’s founder and CEO, to gain a better understanding of the company, and more specifically, how it is aiming to change the retail experience for everyday shoppers.</p> <p><em>(Note, if you're interested in AI, ecommerce and marketing, why not attend our <a href="http://conferences.marketingweek.com/">Supercharged event on May 1st in London</a>)</em></p> <h3>Supercharged clothes-styling and discovery</h3> <p>Most fashion brands claim to offer a ‘personalised’ service nowadays. But this usually amounts to recommendations based on past online purchases, or perhaps a chat with a style advisor in-store. </p> <p>This is obviously due to the personal and often subjective nature of clothing in general, with brands typically using purchase or browsing data for marketing or re-targeting purposes.</p> <p><a href="https://www.intelistyle.co.uk/" target="_blank">Intelistyle</a> strives to put personalisation at the forefront of the shopping experience. There are two ways people can use the mobile app – either to look for new clothes or to find out how to style their existing wardrobe. Users can browse from online retail stores or upload photos of their existing clothes. From this, the AI then provides them with instant outfit suggestions. </p> <p>Kostas explains that the goal is to personalise the entire ecommerce experience, “tailoring recommendations to the user’s style, body type, skin tone and the latest fashion trends”. </p> <p>The app is designed to solve a tangible need, with the idea stemming from Kostas’ own frustrations as a shopper – and someone who simply struggles knowing what to wear. </p> <p>“Whenever I go shopping online or in store I end up browsing through hundreds of irrelevant clothes, so I started thinking that there must be a better way to do this.” With research showing that one in two adults in the UK are looking for inspiration on how to use or renew their wardrobe, “the idea of getting free personalised style advice at the press of a button is bound to appeal.”</p> <p>Kostas also cites the success of brands like Spotify and YouTube as inspiration, and with previous experience working on AI products at Microsoft, he spotted a clear opportunity to use the technology to “supercharge clothes-styling and discovery” within fashion.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get personalised styling recommendations in a tap. Try out our app here: <a href="https://t.co/8pmPtM8wxh">https://t.co/8pmPtM8wxh</a><a href="https://twitter.com/hashtag/app?src=hash&amp;ref_src=twsrc%5Etfw">#app</a> <a href="https://twitter.com/hashtag/ai?src=hash&amp;ref_src=twsrc%5Etfw">#ai</a> <a href="https://twitter.com/hashtag/ootd?src=hash&amp;ref_src=twsrc%5Etfw">#ootd</a> <a href="https://twitter.com/hashtag/fashion?src=hash&amp;ref_src=twsrc%5Etfw">#fashion</a> <a href="https://twitter.com/hashtag/outfitinspiration?src=hash&amp;ref_src=twsrc%5Etfw">#outfitinspiration</a> <a href="https://twitter.com/hashtag/outfit?src=hash&amp;ref_src=twsrc%5Etfw">#outfit</a> <a href="https://twitter.com/hashtag/style?src=hash&amp;ref_src=twsrc%5Etfw">#style</a> <a href="https://t.co/FU2ikfeFpX">pic.twitter.com/FU2ikfeFpX</a></p> — Intelistyle (@intelistyle) <a href="https://twitter.com/intelistyle/status/978601308923064320?ref_src=twsrc%5Etfw">March 27, 2018</a> </blockquote> <h3>How does Intelistyle work with fashion retailers?</h3> <p>There are two ways that retailers can work with Intelistyle. First, as an affiliate company, Intelistyle directly integrates with retail websites (and takes a cut of every sale).</p> <p>According to Kostas, the ability to check out directly on the app is key, as it “allows customers to have an uninterrupted user experience.” </p> <p>There are further benefits for brands too. “We’ve made this process really easy for smaller or independent retailers who might have different needs - our plugins allow them to sell their existing website stock on our platform without any additional risk or effort on their end.”</p> <p>Alongside this, retailers also have the option of using Intelistyle’s AI styling services on their own website. This allows them to offer ‘complete the look’ recommendations for their entire product catalogue. Kostas says that this is where the real value lies, as retailers are able to personalise the entire customer experience:</p> <p>“Their homepage and search results can show recommendations that are right for the user’s body type, skin tone, hair, and eye colour as well as personal sense of style.”</p> <p>What’s more, email promotions or ad retargeting can become much more personal. For example, instead of delivering blanket offers, Intelistyle can tailor offers to the user’s specific needs.</p> <p>Kostas explains, “Instead of just saying ‘here’s 20% off shoes’, you can say ‘here’s 20% off shoes to match that dress you own’ or ‘discover dresses to flatter your natural skin tone’. It immediately becomes much more powerful.”</p> <h3>An AI for your own wardrobe</h3> <p>There are a number of other brands using artificial intelligence for styling purposes. There’s Amazon’s ‘Style Check’ skill, for example, as well as styling chatbot Epytom.</p> <p>So, how does Intelistyle differentiate itself?</p> <p>Kostas says that it is down to the innovative nature of the AI, as while competitors offer consumers generic ideas for clothing that’s <em>similar</em> to ones they own, “Intelistyle gives specific recommendations for the actual clothes they have in their wardrobe.”</p> <p>The AI has been trained by analysing millions of fashion photography images, and now uses 512 style parameters to give specific recommendations for clothes. This means Intelistyle doesn’t “box in” users with predefined styles, and the more someone uses the app, the more the AI learns and is able to create a style that is entirely unique and personal to them.</p> <p>Alongside this, Kostas says that there’s also additional value in Intelistyle’s varied functionality, with users having the ability to use the app while out shopping.</p> <p>“People can instantly see if the new clothes they’re buying match what they already own, or get styling advice for new combinations on the spot”. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Outfit of the day!<a href="https://twitter.com/hashtag/ootd?src=hash&amp;ref_src=twsrc%5Etfw">#ootd</a> <a href="https://twitter.com/hashtag/outfit?src=hash&amp;ref_src=twsrc%5Etfw">#outfit</a> <a href="https://twitter.com/hashtag/fashion?src=hash&amp;ref_src=twsrc%5Etfw">#fashion</a> <a href="https://twitter.com/hashtag/fashionista?src=hash&amp;ref_src=twsrc%5Etfw">#fashionista</a> <a href="https://twitter.com/hashtag/streetstyle?src=hash&amp;ref_src=twsrc%5Etfw">#streetstyle</a> <a href="https://twitter.com/hashtag/instafashion?src=hash&amp;ref_src=twsrc%5Etfw">#instafashion</a> <a href="https://twitter.com/hashtag/stylish?src=hash&amp;ref_src=twsrc%5Etfw">#stylish</a> <a href="https://twitter.com/hashtag/instastyle?src=hash&amp;ref_src=twsrc%5Etfw">#instastyle</a> <a href="https://twitter.com/hashtag/lookbook?src=hash&amp;ref_src=twsrc%5Etfw">#lookbook</a> <a href="https://twitter.com/hashtag/sunday?src=hash&amp;ref_src=twsrc%5Etfw">#sunday</a> <a href="https://t.co/gfGsXXBV0T">pic.twitter.com/gfGsXXBV0T</a></p> — Intelistyle (@intelistyle) <a href="https://twitter.com/intelistyle/status/965282298009702400?ref_src=twsrc%5Etfw">February 18, 2018</a> </blockquote> <h3>AI stylists</h3> <p>While there’s no real ‘chat’ involved with Intelistyle, the AI-stylist is still personified to a certain extent. Kostas explains how ‘Jamie’, as she’s known, is designed to have a personality – one that is supportive and friendly. </p> <p>“We’re creating an experience that is like going shopping with your best friend, but who also happens to be a stylist.”</p> <p>This is reflected in the app’s user experience, with Intelistyle creating one that feels as natural as possible. </p> <p>“A good user interface allows for natural interactions that humans are used to. For example, it is a lot more instinctive to tap on a smartphone screen than use a mouse to translate your intent. In the same way, AI allows for exciting opportunities to create these human-like interactions.”</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fintelistyle%2Fposts%2F123489168268556%3A0&amp;width=500" width="500" height="377"></iframe></p> <h3>Obstacles and inspiration</h3> <p>Intelistyle started just one year ago, and the technology needed to power its efforts was in its infancy at that time. Unsurprisingly, with huge progress being made on a daily basis in the field of AI, Intelistyle has come a long way since. The company was also given a massive boost in the form of a grant from Innovate UK - the government’s innovation agency. </p> <p>I asked Kostas whether there is a fashion brand or retailer using AI (or technology in general) that has been a particular inspiration. He cited 3D body scanning as “an area to watch”, largely to its “potential to bring a virtual fitting room into people’s homes.”</p> <p>Likeaglove.me is a good example of this - a company that uses 3D scanning to measure a person’s body and recommend perfectly-fitting clothes.</p> <p>Bodylabs, which is a recent acquisition from Amazon, is another. It can predict and measure the 3D shape of a body from just a single image, using traditional gaming technology to allow users to see a rendered avatar of themselves.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Things to know about LikeAGlove: <br>1. We analyzed hundreds of jean styles and brands and created an algorithm that takes your measurements and recommends jeans that look like they're custom made specifically for your body. <a href="https://t.co/R6xuw85DEH">https://t.co/R6xuw85DEH</a><a href="https://twitter.com/hashtag/fashiontech?src=hash&amp;ref_src=twsrc%5Etfw">#fashiontech</a> <a href="https://twitter.com/hashtag/wearabletech?src=hash&amp;ref_src=twsrc%5Etfw">#wearabletech</a> <a href="https://t.co/ohwaUg2Kf3">pic.twitter.com/ohwaUg2Kf3</a></p> — LikeAGlove.me (@LikeAGlove_ltd) <a href="https://twitter.com/LikeAGlove_ltd/status/962063618392014848?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <p>According to Kostas, there are huge benefits for both retailers and customers here, “potentially reducing the cost of returns and simultaneously driving conversions.”</p> <h3>How will Intelistyle evolve?</h3> <p>Alongside the possibilities presented by 3D scanning and other technology, Kostas believes the future of Intelistyle could lie beyond its own app walls. </p> <p>He refers to the customer’s “fashion profile” (i.e. data their own unique style preferences, body type, skin tone, hair colour etc.) – which “customers will be able to take with them online or in-store to different retailers in order to instantly receive a personalised experience on the shop floor or in the fitting room.”</p> <p>On top of this, augmented reality could be another key component, naturally helping retailers to reduce friction for customers buying online. This is because “being able to visualise how an entire outfit looks on you is not only an exciting way to explore styles, but to encourage shoppers to be more daring.”</p> <p>While these features might be a way off for Intelistyle, the start-up’s bold intent to become the “Spotify of fashion” is clearly an immediate priority. Watch this space.</p> <p><strong>More on artificial intelligence:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69716-why-fashion-and-beauty-brands-are-still-betting-on-chatbots" target="_blank">Why fashion and beauty brands are still betting on chatbots</a></li> <li><a href="https://econsultancy.com/blog/69769-how-ai-marketing-can-help-brands-right-now" target="_blank">How AI marketing can help brands right now</a></li> <li><a href="https://econsultancy.com/blog/69714-the-five-ps-of-ai-strategy-for-marketers" target="_blank">The five Ps of AI strategy for marketers</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69943 2018-04-13T10:40:31+01:00 2018-04-13T10:40:31+01:00 What makes HQ Trivia a winning mobile app? Nikki Gilliland <p>Recently, you might have noticed your mates or colleagues hooked on another game – one that’s played by appointment only. HQ Trivia is a new mobile app that’s gaining huge popularity both in the UK and US, reportedly generating over five million downloads since its release last August. </p> <p>So, why is a simple trivia game gaining such traction? Here’s more on the app, and what we can learn from its success.</p> <h3>Shared moments</h3> <p>HQ Trivia has a fairly basic premise – one that mimics that of a live game show. Players log on to the app each day at 3pm and 9pm to take part in quiz made up of 12 multiple choice questions. The players who answer all questions correctly split the winning cash prize, which can extend into thousands of pounds or dollars.</p> <p>Each game (which is hosted by Scott Rogowsky in the US and Sharon Carpenter in the UK) lasts for around 15 minutes. </p> <p>It might be a simple formula, but HQ Trivia is particularly clever in how it keeps users coming back for more. With other social or mobile apps, users can often be distracted or bored due to continuous play or browsing. Instead, the scheduled, live, and lightning-fast elements of HQ means that users are left wanting more each time.</p> <p>Meanwhile, with two daily games set at specific times, gaming becomes a regular part of the user’s daily routine, enhanced by the knowledge that others are also sharing in the same experience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you play <a href="https://twitter.com/hqtrivia?ref_src=twsrc%5Etfw">@hqtrivia</a> and know Q12 but you lost on Q5 <a href="https://t.co/FgSFRcLAn2">pic.twitter.com/FgSFRcLAn2</a></p> — Emily Johnston (@Miss_EmilyJay) <a href="https://twitter.com/Miss_EmilyJay/status/982064683988365312?ref_src=twsrc%5Etfw">April 6, 2018</a> </blockquote> <p>Most interestingly of all perhaps, in a world where consumers are able to access content at their own leisure (proven by the huge popularity of Netflix and Spotify) - HQ Trivia shows that there’s still a place for live broadcasts, with the app becoming a must-visit destination for millions each day. </p> <h3>Tangible rewards</h3> <p>While it is certainly entertaining, HQ Trivia wouldn’t be so successful if it wasn’t offering players something in return. The cash prizes certainly ramp up interest and excitement in the game, as users try and try again for the chance to win. </p> <p>Unsurprisingly, it's not all that easy. The questions are tough and often obscure, meaning the odds of winning are slim. Plus, the total cash prize usually ends up being pretty paltry due to the large amount of people playing each time. Even so, the mere opportunity to be victorious is enough for most to return.</p> <p>This kind of strategy is nothing new, of course. Brands of all kinds typically use rewards to drive loyalty and engagement, but HQ Trivia’s gamification element shows just how effective it can be. </p> <p>Combined with the fast-paced, interactive, and competitive nature of the app - it makes for a frustratingly addictive user experience. </p> <p><img src="https://assets.econsultancy.com/images/0009/3535/HQ_Trivia_prize.JPG" alt="" width="300" height="545"></p> <h3>Social &amp; sponsored elements</h3> <p>While it’s nice to know that friends and family might also be playing along, the app has recently introduced a new feature to expand on social elements. ‘Friends on HQ’ (only currently available in the UK) lets users find and add friends in order to track their progress and compare scores.</p> <p>It’s a clever move, as the feature will undoubtedly create even more healthy competition and incentivise players to return. It perhaps also signifies where HQ Trivia might be headed in future, with social elements (like messaging) being another way to keep players in the app as well as potentially encourage usage in between live quizzes. </p> <p>This is especially pertinent in relation to brand involvement - that’s if HQ Trivia goes on to accept more sponsored content or even ads in future. As a venture-backed company, HQ doesn’t appear in too much of a hurry to monetise the app – it has only recently started working with brands, with both Nike and Warner Bros. sponsoring quizzes in exchange for promotion. </p> <p>The more brands get involved, however, the more HQ will want to increase usage (and figure out an advertising model that doesn’t alienate users).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Over 2.2 MILLION players today! Thanks to <a href="https://twitter.com/TheRock?ref_src=twsrc%5Etfw">@TheRock</a> &amp; <a href="https://twitter.com/rampagethemovie?ref_src=twsrc%5Etfw">@rampagethemovie</a> for our special $300,000 game and congratulations to all of the winners! <a href="https://t.co/bNrUIVi83d">pic.twitter.com/bNrUIVi83d</a></p> — HQ Trivia (@hqtrivia) <a href="https://twitter.com/hqtrivia/status/984176936640565251?ref_src=twsrc%5Etfw">April 11, 2018</a> </blockquote> <h3>Flaws and all…</h3> <p>Finally, despite the swathes of people logging on to HQ Trivia twice a day, it seems not everyone gets the appeal. Just like Pokémon Go and other popular games, it has a 'love it or hate it' reputation, with some steering clear (perhaps out of fear of becoming entirely addicted.)</p> <p>Interestingly enough, it also seems that even the most loyal fans find the app frustrating to say the least. The peppy nature of the hosts can be grating, while the technology is highly temperamental – there’s been reports of the app freezing and even games crashing half-way through. </p> <p>However, the slightly dodgy nature of the UX has in some ways added to the app’s appeal. As well as sharing in the excitement of the game, players also share their frustration over glitches and other infamous HQ Trivia traits. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">if you then you<br>don't love don't deserve<br>me at my me at my <a href="https://t.co/v0957kZEWT">pic.twitter.com/v0957kZEWT</a></p> — HQ Trivia Fans (@hqtriviafans) <a href="https://twitter.com/hqtriviafans/status/981615498591899651?ref_src=twsrc%5Etfw">April 4, 2018</a> </blockquote> <h3>Where will it go from here?</h3> <p>While there’s a lot to appreciate about HQ Trivia, there are of course big questions about its longevity. Like with most apps, there’s certainly the danger of users getting bored. </p> <p>Will it be able to sustain current levels of excitement, or will it fade like just any other gaming fad?</p> <p>As brand involvement increases, there's definitely the potential for games to become bigger and better (in terms of prizes and overall UX). However, there’s also the danger of a slicker and more monetised version diluting the company’s start-up origins, as well as alienating users in the process.</p> <p>While we wait to find out, other brands could certainly learn a thing or two from HQ Trivia's interactive, competitive, and familiar format. Also proving that there's power in the destination experience - we could see others start to follow suit with in-app live-streaming in future.</p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go" target="_blank">What brands can learn from Nintendo’s digital transformation and Pokemon GO</a></li> <li><a href="https://econsultancy.com/blog/69456-how-mobile-apps-can-shape-the-premier-league-fan-player-experience" target="_blank">How mobile apps can shape the Premier League fan &amp; player experience</a></li> <li><a href="https://econsultancy.com/blog/68113-in-app-advertising-one-user-s-experience" target="_blank">In-app advertising: One user’s experience</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69866 2018-03-14T09:30:00+00:00 2018-03-14T09:30:00+00:00 How UX makes Cookpad's app the best antidote to Instagram for foodies Nikki Gilliland <p>So, what makes it different, and is its app any good? Here are a few key points to appreciate.</p> <h3>The antidote to instagram</h3> <p>The most unique thing about Cookpad is its emphasis on homemade, everyday food. Unlike Instagram - where picture-perfect, <a href="https://econsultancy.com/blog/69846-celebrity-chefs-and-their-instagram-strategies-more-than-just-food-porn/" target="_blank">chef-style food</a> reigns supreme – much of the food on Cookpad looks decidedly unsophisticated. </p> <p>However, that’s exactly the point. Cookpad is purposely designed to be accessible, giving all kinds of people a place to find and share the food they love to eat. This means there’s no professional recipe photos – it’s up to users how slick or polished they want to make their food look.</p> <p>My overriding impression when first browsing through the app was that it feels refreshing to see photos of recipes that actually look like they’re achievable. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/whatsfordinner?src=hash&amp;ref_src=twsrc%5Etfw">#whatsfordinner</a> ? How about this zesty couscous recipe <a href="https://t.co/3gXfPtn4tE">https://t.co/3gXfPtn4tE</a> Looks delicious and tastes even better! <a href="https://twitter.com/hashtag/homecooking?src=hash&amp;ref_src=twsrc%5Etfw">#homecooking</a> <a href="https://t.co/gqIzrUPB2r">pic.twitter.com/gqIzrUPB2r</a></p> — Cookpad UK (@Cookpad_UK) <a href="https://twitter.com/Cookpad_UK/status/970959587653357568?ref_src=twsrc%5Etfw">March 6, 2018</a> </blockquote> <p>The company originally started as a way to celebrate the beauty of homemade food, as well as to give those looking after Japanese homesteads the opportunity to connect and integrate with others in society. This feeds in to the chat element of the platform - more on that and other notable features later.</p> <h3>Search and discover  </h3> <p>So, what sets CookPad apart from other recipe-sharing sites like MyDish, or even BBC Good Food? </p> <p>It’s clear that there is a strong focus on technology, with CookPad creating a website and app that’s both easy and fun to use. There are no bells and whistles when it comes to branding. In fact, there’s very little instruction or copy involved in the app, meaning it’s hard to gain any sense of the brand’s tone of voice. </p> <p>This doesn’t really matter, however, as the focus is very much on slick search and discoverable user-generated content. Users can find recipes by searching via meal type (i.e breakfast) or by specific ingredients. </p> <p>There are a few extra touches which make search particularly good, such as recommended searches and the top 10 searches made in the last hour. This adds to the community-feel of the platform, helping users to discover what others are cooking and eating. It also guides users in-the-moment, tackling that ever-so-relatable question of ‘what should I cook for dinner?’</p> <p><img src="https://assets.econsultancy.com/images/0009/2891/top_searches.PNG" alt="" width="300" height="533"></p> <p>If you don’t want to hunt down a specific recipe, the app is also well-designed to make browsing enjoyable. There’s a ‘trending’ timeline, as well a ‘nearby’ option so that you can discover what people are cooking around you.</p> <p>Lastly, another feature that significantly enhances search is the ability to look for a recipe containing multiple ingredients. For example, if you already have salmon, garlic, and ginger – you can search for a recipe that is guaranteed to incorporate all three. Handy.</p> <p><img src="https://assets.econsultancy.com/images/0009/2895/suggested_search.PNG" alt="" width="300" height="533"></p> <h3>Gamification elements</h3> <p>As well as discovering other people’s recipes, CookPad makes it super-easy for users to share their own. There’s no complicated sign-up process involved – you can log-in via Facebook or Google. The ‘write a recipe’ button is also front and centre, nicely prompting users to click-through to the share.</p> <p>CookPad makes the process as intuitive as possible, integrating micro-copy into various sections to guide users along.</p> <p><img src="https://assets.econsultancy.com/images/0009/2898/write_recipe.PNG" alt="" width="300" height="533"></p> <p>Unlike a lot of similar platforms, CookPad doesn’t only allow written reviews. Instead, users can leave ‘cooksnaps’, which is a photo of the final meal.</p> <p>This acts as social proof – giving others an indication of the quality of the recipe and how it might turn out – but it also adds a gamification element. As well as cooksnaps acting as a reward or sense of gratification for the person who has posted it, it also increases their visibility on the platform and the likelihood that they will ‘trend’. </p> <p><img src="https://assets.econsultancy.com/images/0009/2893/cooksnap_2.PNG" alt="" width="300" height="533"></p> <p>With each user getting their own ‘stats’ sections, which nicely collates information on how recipes are performing, it’s clear that CookPad is keen to encourage a bit of competition to keep users engaged. </p> <p><img src="https://assets.econsultancy.com/images/0009/2894/stats.PNG" alt="" width="300" height="533"></p> <h3>Image recognition</h3> <p>Another good thing about Cookpad is that users can simply use it for organisational purposes if they wish. By clicking on the top-right menu, you can see a list of all the recipes you have bookmarked, as well as ones you have posted.</p> <p><img src="https://assets.econsultancy.com/images/0009/2892/your_recipes.PNG" alt="" width="300" height="533"></p> <p>The app also automatically scans and syncs all cooking or food photos that are stored in your phone’s camera roll, making it super quick and easy to find and upload pics. </p> <p>While this is quite a simple feature, it massively elevates the user experience, taking away the hassle of manually searching through photos to find the right one.   </p> <h3>What about the chat?</h3> <p>Though it’s largely a recipe-sharing app, CookPad does also include social-networking elements found on other platforms like Facebook and Instagram. Users can follow others, as well as message anyone using the app (by simply searching their name).</p> <p><img src="https://assets.econsultancy.com/images/0009/2897/chat.PNG" alt="" width="300" height="533"></p> <p>The latter feature might come in handy if you want to ask a person a question about a recipe, or if friends and family also use the app. However, it’s hard to imagine the chat features are a big draw for many users, providing an added bit of convenience rather improving its core functionality. </p> <h3>In conclusion…</h3> <p>I didn’t expect too much from CookPad. Being a bit of a lazy cook myself, I often find searching for recipes a bit of a chore. Surprisingly, I found myself browsing tons of recipes on CookPad, instinctively exploring the app with interest. </p> <p>This is largely due to its excellent search and navigation features, coupled with the authentic nature of the content. Whether you want to use a specific ingredient or need to find diet-based recipes – it’s quick and easy to find what you’re looking for. This also makes the experience of sharing recipes feel much more natural too. Unlike Instagram, where posts are heavily edited and curated, you can tell that people upload on-the-go after making a particularly delicious meal.</p> <p>Maybe I'll be inspired to share my own creations...</p> <p><img src="https://assets.econsultancy.com/images/0009/2896/breakfast.PNG" alt="" width="300" height="533"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69389-five-innovative-examples-of-food-drink-brand-experiences">Five innovative examples of food &amp; drink brand experiences</a></li> <li><a href="https://econsultancy.com/blog/68697-four-food-brands-with-delicious-copywriting">Four food brands with delicious copywriting</a></li> <li><a href="https://www.econsultancy.com/blog/69755-a-day-in-the-life-of-head-of-growth-at-a-food-delivery-startup" target="_blank">A day in the life of... Head of Growth at a food delivery startup</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69827 2018-02-27T09:11:10+00:00 2018-02-27T09:11:10+00:00 Push notifications are rising: Here's four examples of brands using them well Nikki Gilliland <p>Another study by Urban Airship shows there was a 16% increase in opt-ins in 2017. What’s more, it seems that those who choose to opt-in are more likely to stay engaged and loyal, with opted-in users being retained at nearly <a href="https://www.urbanairship.com/blog/7-mobile-engagement-statistics-that-show-how-push-notifications-boost-roi" target="_blank">twice the rate</a> of those who are not.</p> <p>So, who is using them well, and to what ends?</p> <h3>Enhancing personalisation - Sephora</h3> <p>One way to increase the value of push notifications is <a href="https://econsultancy.com/blog/67891-personalisation-can-lift-push-notification-open-rates-by-up-to-800-study" target="_blank">through personalisation</a>, with many brands taking the opportunity to deliver relevant and timely messages to consumers. Beauty brand Sephora is one good example of this, sending notifications to remind users of items they have browsed but not bought, as well as messages about events or special offers in nearby stores. </p> <p><img src="https://assets.econsultancy.com/images/0009/2510/Sephora_notification.JPG" alt="" width="330" height="658"></p> <p>Similarly, Brazilian ecommerce company Dinda uses push notifications to help acquire new users as well as retain existing ones. It will send messages about specific items to consumers that have previously expressed interest. It’ll also increase the amount of push notifications to users who are at a higher risk of churn. The tactics have reportedly led to increased revenue from the Dinda mobile app, 60% higher than desktop website purchases. </p> <p>By ensuring that messages always include a personal element - whether location based or influenced by app browse behaviour - notifications can have a big impact, theoretically leading to an increase in sales.</p> <h3>Establishing tone of voice - Chubbies</h3> <p>It’s easy to automatically think of push notifications in relation to ROI, with some brands being guilty of solely using them to drive sales rather than engagement. As a result, tone of voice can go out of the window, with messaging taking on an overly-salesy or clipped manner. </p> <p>However, push notifications can play an important part of a brand’s overall image, helping to build tone of voice and strengthen connections with customers. </p> <p>US apparel brand Chubbies has utilised this power, treating push notifications rather like tweets. It sends short and funny one-liners to users, ensuring that they stand out amid other brand’s sales-driven promotions. Interestingly, the retailer takes push notifications so seriously that it reportedly employs a team of eight people to craft them, with its marketing team dedicating a large proportion of its overall efforts on delivering them.</p> <p>The strategy appears to have paid off. While the below example is undoubtedly over the top, it shows how the brand is able to continually delight users with humour, which in turn lessens the chances of annoying them with endless promotions. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">12 (13, actually) push notifications from <a href="https://twitter.com/Chubbies?ref_src=twsrc%5Etfw">@Chubbies</a> on <a href="https://twitter.com/hashtag/CyberMonday?src=hash&amp;ref_src=twsrc%5Etfw">#CyberMonday</a>. New record. Loved every one. <a href="https://twitter.com/hashtag/marketing?src=hash&amp;ref_src=twsrc%5Etfw">#marketing</a> <a href="https://twitter.com/hashtag/ios?src=hash&amp;ref_src=twsrc%5Etfw">#ios</a> <a href="https://t.co/kKwoU2I6SC">pic.twitter.com/kKwoU2I6SC</a></p> — Dave Goldstein (@AppboyDave) <a href="https://twitter.com/AppboyDave/status/672067388377079808?ref_src=twsrc%5Etfw">December 2, 2015</a> </blockquote> <h3>Real-time communication - Delta Airlines</h3> <p>As well as helping to establish tone of voice, push notifications can also be a highly effective way of <a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience" target="_blank">enhancing the customer experience</a>, providing help and advice to customers in moments of need.</p> <p>The travel industry is in a particularly good position to capitalise on this, with hotels and airlines able to deliver alerts based on where the passenger is in their journey. For example, Delta Airlines sends notifications to users letting them know when their bags have been loaded onto an aircraft as well as what carousel it will be released onto at the other end.</p> <p>Most airlines also use the tool to inform passengers about delays or updates about boarding times and gates. </p> <p><img src="https://assets.econsultancy.com/images/0009/2511/delta.JPG" alt="" width="350" height="566"></p> <p>Hotels can also take advantage of the chance to make guests’ stays as seamless and hassle-free as possible. From information about local restaurants to alerts about hotel offers or potential upgrades – push notifications can help brands stay in touch with guests before, during, and after their stay, ensuring relevance every step of the way.</p> <h3>Grabbing attention with rich content - USA Today</h3> <p>Since the introduction of iOS 10, marketers no longer have to rely on short text-only notifications, with it now being possible to integrate longer descriptions as well as rich content such as images, audio, and video.</p> <p>Integrating these elements can immediately make push notifications more impactful, with the ability to ‘show rather than tell’ helping to better convey meaning. And much like how video can create better engagement than other forms of content, rich push notifications can be more effective at grabbing the user’s attention.</p> <p>An Urban Airship study <a href="https://www.urbanairship.com/company/press-releases/data-finds-pictures-boost-direct-response-rates-for-push-notifications-56-p" target="_blank">backs this up</a>. From the analysis of five million messages, it found that notifications with an embedded image generated up to a 56% higher direct open rate than those without images. In this case, a picture really is worth a thousand words, and it certainly creates food for thought for marketers across a range of industries.</p> <p>It might be as simple as adding a product image alongside a reminder or a special offer, but this extra content can immediately elevate the interaction between brand and customer. Publishers like USA Today are frequent users of rich notifications.</p> <p><img src="https://assets.econsultancy.com/images/0009/2520/Screen_Shot_2018-02-27_at_09.00.42.png" alt="PUSH" width="180"></p> <p><em><a href="https://www.slideshare.net/urbanairship/mobile-notification-best-practices">Image via Urban Airship</a></em></p> tag:econsultancy.com,2008:BlogPost/69821 2018-02-23T12:00:00+00:00 2018-02-23T12:00:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>Over a third of Brits will exercise right to be forgotten</h3> <p>Ahead of GDPR regulations coming into force on May 25th, the7stars <a href="https://mediatel.co.uk/newsline/2018/02/20/gdpr-34-of-brits-will-exercise-the-right-to-be-forgotten/" target="_blank">has revealed</a> that 34% of Brits plan to exercise their right to be forgotten. This news comes from a survey of 1,000 Brits undertaken earlier this month.</p> <p>It also revealed that just 19% of companies (or one in five) feel confident that their personal data is used in the best possible way, with GDPR prompting a further 58% to question how much data businesses hold on them. There also appears to be a lack of knowledge about the changes being ushered in by the regulation, with just 27% of respondents agreeing that they have an understanding of what GDPR is and how it affects them.</p> <p>Finally, despite general concerns, the study still found a sense of positivity about GDPR. 58% of respondents think the regulation is a positive step towards protecting their data and privacy. Similarly, 32% of customers say they will trust brands more with their data as a result.</p> <p><strong>For lots more on this topic, check out our <a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">GDPR hub</a></strong></p> <h3>Strong subscriber engagement results in less delivered spam</h3> <p>Return Path’s <a href="https://returnpath.com/downloads/2018-hidden-metrics-email-deliverability/?sfdc=701370000006SvK" target="_blank">latest research</a> has revealed that email senders with strong subscriber engagement tend to see less email delivered to spam folders. The report contains analysis of more than 5.5 billion commercial emails sent in 2017.</p> <p>It states that, for the second consecutive year, overall spam placement increased, rising from 12.5% in 2016 to 13.5% in 2017. However, this increase is offset by the fact that consumers are now more likely to rescue wanted mail from the spam folder.</p> <p>Elsewhere, the amount of email delivered to the spam folder varied by industry, from just 3.5% for distribution and manufacturing to 23.7% for education, non-profit, and government senders.</p> <p>Subscribers also read email at a slightly lower rate than last year, but mail that is deleted before reading was also slightly less common than a year ago, falling to 11.9% in 2017 from 12.5% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/2430/return_path.JPG" alt="" width="780" height="511"></p> <p><strong>More on email marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69813-the-six-challenges-every-email-marketer-must-face" target="_blank">The six challenges every email marketer must face</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> <li><a href="https://www.econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Out of home investment leads to success</h3> <p>According to Warc’s latest edition of its <a href="https://content.warc.com/read-warc-data-global-ad-trends-report-excerpt-february-2018" target="_blank">Global Ad Trends report,</a> which comes from data across 96 countries and findings from 12 key ad markets, investment in out of home marketing is paying off for brands.</p> <p>It suggests that successful brands allocate 13% of their media budgets to out of home advertising. Meanwhile, the cost per thousand 'impressions' (CPM) for billboards is typically below the all media average, which is why brands with low to medium budget also tend to allocate the highest proportions towards out of home.</p> <p>The report also states that the biggest OOH spenders are government and non-profit campaigns, committing an average of 26% of total budgeted spend. Meanwhile, alcoholic drinks brands committed 6% of budget and retail brands committed 14%.</p> <p><strong>More on OOH:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69100-six-clever-examples-of-what-dynamic-outdoor-advertising-can-do" target="_blank">Six clever examples of what dynamic outdoor advertising can do</a></li> <li><a href="https://www.econsultancy.com/blog/69491-why-digital-out-of-home-advertising-is-not-really-digital-yet" target="_blank">Why digital out-of-home advertising is not really digital (yet)</a></li> </ul> <h3>Retailers with shopping apps see 50% of online sales take place on mobile</h3> <p>Criteo’s <a href="https://criteo-2421.docs.contently.com/v/global-commerce-review-q4-2017-united-kingdom-en" target="_blank">Q4 Global Commerce Report</a> suggests that mobile apps are continuing to drive purchases, as it reveals that retailers who operate a shopping app see 50% of online sales take place on mobile. The report is made up of purchasing data from over 5,000 retailers in 80 countries.</p> <p>It seems that the UK is way ahead of the rest of Europe for mobile shopping. Even when apps are excluded, mobile devices are said to account for 53% of online transactions in the UK, compared to 40% in Europe overall.</p> <p>Apps are key, however, as European retailers who operate a shopping app see 54% of sales take place in-app as opposed to on mobile web, while globally, omnichannel customers are generating seven times more value per shopper than offline-only customers.</p> <p>In the UK, fashion, luxury, health and beauty have seen the most dramatic rise in UK mobile sales, generating 56% year-on-year. </p> <p><img src="https://assets.econsultancy.com/images/0009/2432/Criteo.JPG" alt="" width="706" height="412"></p> <p><strong>More on retail apps:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies" target="_blank">Are retail brands ditching mobile apps? A look at some stats &amp; case studies</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> </ul> <h3>‘Creepy’ personalisation leads consumers to look elsewhere</h3> <p>InMoment’s <a href="https://get.inmoment.com/2018-cx-trends-report/?utm_source=press%20release&amp;utm_campaign=CXTrends2018" target="_blank">2018 CX Trends Report</a> suggests that brands run the risk of losing customers from ‘creepy’ forms of personalisation. From a survey of 1,000 brands and 2,000 consumers in the US, 75% of respondents said they find most forms of personalisation at least somewhat creepy, while 22% said they would look for an alternative brand after a creepy experience.</p> <p>The report also suggests that the biggest offenders when it comes to creepy marketing tactics are banks – 56% of millennials report having an experience that felt creepy. Meanwhile, 52% said the same about healthcare companies, and 51% said it about technology brands.</p> <p>Lastly, it seems even brands themselves are aware of the dangers – 40% of the brands surveyed admit that their marketing can come across as <em>too</em> personal.  </p> <p><img src="https://assets.econsultancy.com/images/0009/2433/creepy.JPG" alt="" width="652" height="340"></p> <p><strong>More on personalisation &amp; CX:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://www.econsultancy.com/blog/69269-17-stats-that-show-why-cx-is-so-important" target="_blank">17 stats that show why CX is so important</a></li> <li><a href="https://econsultancy.com/blog/69576-river-island-s-head-of-customer-experience-on-the-brand-s-cx-strategy" target="_blank">River Island's head of customer experience on the brand's CX strategy</a></li> </ul> <h3>Replying to online reviews can boost overall ratings</h3> <p>A <a href="https://hbr.org/2018/02/study-replying-to-customer-reviews-results-in-better-ratings" target="_blank">new study</a> highlighted in Harvard Business Review suggests that replying to online reviews can boost overall ratings. </p> <p>From the analysis of tens of thousands of hotel reviews and responses on TripAdvisor, it found that hotels who respond receive 12% more reviews, while their ratings increase by an average of 0.12 stars. This might sound like a miniscule increase, however, as TripAdvisor rounds average ratings to the nearest half, even small changes can impact overall scores. </p> <p>The study also found that, if hotels typically reply to comments, users are less likely to leave short and negative reviews (to avoid awkward interactions with hotel management).</p> <p><strong>More on online reviews:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69220-who-should-own-customer-reviews-in-your-organisation" target="_blank">Who should own customer reviews in your organisation?</a></li> <li><a href="https://econsultancy.com/blog/69227-how-to-attract-lots-of-quality-online-reviews-to-your-ecommerce-store" target="_blank">How to attract lots of quality online reviews to your ecommerce store</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69818 2018-02-22T09:50:26+00:00 2018-02-22T09:50:26+00:00 Six of the latest brands using VR technology Nikki Gilliland <p>However, there are some encouraging signs. <a href="https://yougov.co.uk/news/2017/05/19/vr-headsets-more-popular-tablets-and-wearables-wer/" target="_blank">Research suggests</a> that virtual reality headsets are more popular than tablets and wearables were at the same stage of development, while global revenue for AR and VR is <a href="https://www.idc.com/getdoc.jsp?containerId=prUS42331217" target="_blank">predicted to reach $143 billion</a> by 2020.</p> <p>Recently, we’ve also seen a number of brands focus on VR, integrating the tech into apps and marketing campaigns. Here’s a round-up of a few of the most innovative examples.</p> <h3>Greenpeace</h3> <p><a href="https://www.facebook.com/iq/articles/shifts-for-2020-multisensory-multipliers" target="_blank">According to Facebook</a>, 48% of people who view charity content in VR are likely to donate to the cause they experience. This is because of the tool’s ability to create empathy, by transporting users to another world, and by placing them in someone else’s shoes. Other research backs this up - a 2017 Nielsen study found that 84% of VR viewers demonstrated brand recall, compared with only 53% of those who viewed standard video advertising.</p> <p>Greenpeace is one charity to capitalise on this power, using VR headsets at events like Glastonbury to encourage charity sign-ups. It has also released the Greenpeace VR Explorer app, which allows users to immerse themselves in far-flung locations like the Amazon rainforest or the Arctic.</p> <p><img src="https://assets.econsultancy.com/images/0009/2413/greenpeace.JPG" alt="" width="760" height="416"> </p> <p>This has been particularly helpful for Greenpeace, as it works to protect places that people are rarely able to visit in person. As a result, the VR experience brings supporters closer, helping to forge more of a connection between the money they donate and the work done to protect the environment.</p> <h3>Velux</h3> <p>Velux, a company that specialises in roof windows and skylights, recently launched the MyDaylight app to help customers visualise the benefits of an installation in their own home.</p> <p>It lets users design a room by easily inputting dimensions such as roof height and ceiling pitch, before customising with windows, skylights, and decorative finishes. The app then generates a digital simulation of the final result which can be viewed in 360 degrees, or with the use of a headset, in virtual reality.</p> <p><img src="https://assets.econsultancy.com/images/0009/2410/mydaylight.JPG" alt="" width="391" height="629"></p> <p>While we’ve previously seen home décor brands experiment with AR to help consumers visualise design – Ikea Place is one of the biggest – this is one of the first times a brand has used VR to create a fully immersive experience.</p> <p>With home improvements typically taking more time and deliberation (and therefore a longer journey to purchase), the MyDaylight app is a good example of how to utilise the technology to guide decision-making as well as inspiration. </p> <p><img src="https://assets.econsultancy.com/images/0009/2411/mydaylight_2.JPG" alt="" width="399" height="694"></p> <h3>Lowes</h3> <p>Lowes is another home improvement brand to experiment with VR technology, having introduced a VR experience in select US stores last year.</p> <p>The idea behind ‘Holoroom How To’ is to provide customers with immersive training so that they feel confident in undertaking tricky DIY projects. When customers put on the headset, for example, they will be given instructions on how to complete a task, such as tiling a wall or putting up a shelf.</p> <p><iframe src="https://www.youtube.com/embed/OIYItG1RKuI?wmode=transparent" width="640" height="360"></iframe></p> <p>As well as educating customers, the aim for Lowes is to prompt customers to scale up DIY and carry out projects they might have previously felt were too difficult or complicated.</p> <p>With other initiatives such as the ‘Vision’ AR app and ‘Measured by Lowes’, the brand’s dedication to innovation is evident – it was also recently named the number one most innovative company in AR/VR by Fast Company.</p> <h3>Alzheimer’s Research UK</h3> <p>Alzheimer’s Research UK is another charity, like Greenpeace, using virtual reality, this time to help break down common assumptions and increase understanding about dementia.</p> <p>Many people assume the disease only affects the aged, with memory loss being the main and only symptom. However, the reality is often very different, with various forms of dementia resulting in a wide range of hugely challenging symptoms.</p> <p><iframe src="https://www.youtube.com/embed/dm8IwDoOXiQ?wmode=transparent" width="640" height="360"></iframe></p> <p>The ’Walk Through Dementia’ app – which works in conjunction with Google Cardboard – allows users to experience everyday scenarios, such as being at the supermarket, while suffering symptoms of the disease.</p> <p>From sensory overload to changes in food preferences, the app effectively highlights the reality of what it is like to live with dementia. In turn, it has created a powerful way to connect with supporters of the charity as well as encourage new people to join and offer help.</p> <h3>New York Times</h3> <p>Publishers and journalists can also benefit from virtual reality’s ability to create a sense of place. The New York Times is particularly skilled at integrating the technology into its reporting, specifically to enhance stories where location is key.</p> <p>In 2015, it launched the NYT VR app in conjunction with Displaced – a VR film about three children displaced by war. Through VR, viewers can experience what it’s like to be inside a refugee camp, from the viewpoint of those affected.</p> <p><iframe src="https://www.youtube.com/embed/ecavbpCuvkI?wmode=transparent" width="640" height="360"></iframe></p> <p>Since Displaced, the New York Times has gone on to publish more than 20 VR films, and more recently, it has launched the Daily 360 – a series of VR or 360-degree video filmed from a different location in the world every day. </p> <p><img src="https://assets.econsultancy.com/images/0009/2414/NYT.JPG" alt="" width="650" height="542"></p> <p>The power of virtual reality for journalism is being recognised elsewhere too. The Guardian also has its own app specifically for VR stories, as does broadcaster ARTE (which also created the award-winning VR film, Notes on Blindness.)</p> <h3>NBC</h3> <p>The Winter Olympics is an exciting spectacle even on bog-standard television, but this year, NBC is aiming to make it even more so by broadcasting it in full virtual reality.</p> <p>Compatible with headsets including Gear VR, Google Daydream/Cardboard, and Windows Mixed Reality – the NBC Sports VR app allows viewers to become fully immersed in sports such as ski jumping and speed skating.</p> <p><img src="https://assets.econsultancy.com/images/0009/2415/nbc_vr.JPG" alt="" width="780" height="356"></p> <p>Interestingly, <a href="https://www.engadget.com/2018/02/20/nbc-winter-olympics-2018-vr-review/" target="_blank">some have bemoaned</a> the technology as being glitchy and frustrating to use, even labelling it as a gimmick. That being said, it still marks a change in the way consumers are starting to view VR. </p> <p>According to a <a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">recent study</a>, 30% of consumers are predicted to start watching TV via VR headsets in the next few years. So, with mass-media broadcasters like NBC paving the way, it might not be too long before we see fewer sales of big-screen TV’s, and even more VR headsets.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></em></li> <li><em><a href="https://econsultancy.com/blog/69243-is-it-time-to-put-the-kibosh-on-the-vr-hype" target="_blank">Is it time to put the kibosh on the VR hype?</a></em></li> <li><em><a href="https://econsultancy.com/blog/69093-how-wah-nails-is-using-vr-to-enhance-the-salon-experience" target="_blank">How WAH Nails is using VR to enhance the salon experience</a></em></li> </ul>