ANALYTICS – SOLUTIONS
You have 3 seconds to inspire a consumer
ANALYTICS – SOLUTIONS
Cindy is a “Best Fashion Friend (BFF)”
member at Charlotte Russe. She is at a
mall and checks-in by tapping a station
at the entrance of the store
Her NFC Mobile Interactive app is linked
to her shopper’s card and by tapping her
phone to each apparel she can – pin it to
her pinterest, check coupon availability
Knowing exactly what her shopping
preferences are, she is asked to share a
This popular tip generates more than
200 “likes”. Cindy is rewarded with a
“Buy One, Get One” coupon.
As she taps through various shelf
spaces to check availability of coupons
for those products, retailers get insights
on which “purchase path” is she on.
Advances in technology are encouraging businesses
to take their efforts on customer experiences even
further. With better website designs, consumer location
and preference tracking, and search capabilities by
voice, image and body gestures, businesses are
discovering new opportunities that will increase their
interactions and, therefore, generate more sales with
The new interactive age has brought on a vast increase in consumer power that is leading
marketing towards being not just “on” but “on-demand”. Consumers are judging businesses
by their ability to deliver interactive experiences which will be easy to access, greatly
customized to their tastes and preferences and available almost anywhere and at any time. Social media encourages
sharing, comparing and rating of customer experiences with specific company brands while mobile and connected devices
have enabled the digital environment to be a “wherever” occurrence.
What is most remarkable about this is that the advent of on-demand marketing is beginning to seem common, routine and
generally accepted. Businesses have learned how to optimize search positioning for their products and services and have
focused their publishing and social media monitoring activities, creating experiences they hope will be positive for their
customers who in turn want to share them with others. Furthermore, they are making easy and automatic ways to post
reviews that are favorable for their products. Take a look at the following example.
Marketers are constantly striving to excel in the
four quadrants of customer loyalty. On-demand
marketing is giving a holistic approach to marketing
by addressing each of those four quadrants. For
businesses to be successful with on-demand
marketing there are four essential areas that need to
be carefully addressed.
ESSENTIALS OF ON-DEMAND MARKETING
ANALYTICS – SOLUTIONS
Cindy purchases a pair of shoes with the
coupon and gets another pair for her BFF,
as a gift for her birthday!
Cindy makes the gift special by
recording a “BFF” message video
Kelly (Cindy’s BFF) opens the gift, taps
her phone on the shoes and watches this
birthday message from her best friend.
This tap of a phone reminds Kelly that
Charlotte Russe brought her even closer
to her BFF.
Charlotte Russe creates a heat map from
all such customer videos using Big Data
mining techniques and gains insight on
sources of consumer inspiration
Engaging and Interactive Technology: How familiar
are you with printed electronics? Catering to the
“right here, right now” expectation of your customer is
urging brands to have such innovative and engaging
technology to interact with them anytime and
anywhere. Companies have been able to define and
address customer interactions successfully across
a few channels, but being able to truly meet all the
needs of customers requires companies to use an
omni-channel approach that reinforces the value of a
brand to customers. This means that companies have
to interact in the most meaningful way that can bring
immediate buy-in from customers.
Going to a bar and being able to tap a cell phone
on a beer coaster embedded with NFC (Near Field
Communication) tags and be able to get history of
the beer brewer, find out the exclusive locations it is
served in and to find others who have posted reviews
on the beverage provides a “right here, right now”
Organized “unstructured” Data: Consumers will
look to interact with your brand through a variety
of channels – brand websites, social networks,
mobile applications and in a variety of ways – share
photos, post videos, read and write product reviews.
Companies will need to look beyond the routine
interfaces available today, capture these interactions
in the form of structured and unstructured datasets.
Okay, so you know we are talking about Big Data.
But not many people realize that they will need
best-in-class tools and, most importantly, the skillsets
and expertise to manage these datasets. To take our
use case scenario a little further on this point:
Integrated Predictive Analytics: Responding to
on-demand expectations requires real time decision
making. Determining the tailored and targeted
experiences precisely for certain customer interactions
requires analyzing the organized “unstructured”
data, coming up with a communication strategy and
executing the strategy seamlessly – all in real time.
Businesses’ integrate predictive models in their
interactive systems – websites, point-of-sale, mobile
applications – which “senses and responds” to user
Seamless Usability: Today businesses have 3
seconds to connect with a customer. Thus all
interactions – starting with the first touch point
– have to be easy and simple. A tap-and-go
approach used to make mobile payments or visual
recognition technology used for scanning in health
care information to simplify the check-in process at
a pharmacy or doctor’s office are just a few ways
businesses are trying to cater to this expectation.
Carefully designed customer experience strategy,
omni-channel methodology and a robust technology
expertise are imperative to creating a seamless user