ANALYTICS – SOLUTIONSYou have 3 seconds to inspire a consumerMARKETING: ON-DEMAND
ANALYTICS – SOLUTIONSCindy is a “Best Fashion Friend (BFF)”member at Charlotte Russe. She is at amall and checks-in by tapping a stationat the entrance of the storeHer NFC Mobile Interactive app is linkedto her shopper’s card and by tapping herphone to each apparel she can – pin it toher pinterest, check coupon availabilityKnowing exactly what her shoppingpreferences are, she is asked to share afashion tipThis popular tip generates more than200 “likes”. Cindy is rewarded with a“Buy One, Get One” coupon.As she taps through various shelfspaces to check availability of couponsfor those products, retailers get insightson which “purchase path” is she on.Advances in technology are encouraging businessesto take their efforts on customer experiences evenfurther. With better website designs, consumer locationand preference tracking, and search capabilities byvoice, image and body gestures, businesses arediscovering new opportunities that will increase theirinteractions and, therefore, generate more sales withtheir customers.The new interactive age has brought on a vast increase in consumer power that is leadingmarketing towards being not just “on” but “on-demand”. Consumers are judging businessesby their ability to deliver interactive experiences which will be easy to access, greatlycustomized to their tastes and preferences and available almost anywhere and at any time. Social media encouragessharing, comparing and rating of customer experiences with specific company brands while mobile and connected deviceshave 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 andgenerally accepted. Businesses have learned how to optimize search positioning for their products and services and havefocused their publishing and social media monitoring activities, creating experiences they hope will be positive for theircustomers who in turn want to share them with others. Furthermore, they are making easy and automatic ways to postreviews that are favorable for their products. Take a look at the following example.Marketers are constantly striving to excel in thefour quadrants of customer loyalty. On-demandmarketing is giving a holistic approach to marketingby addressing each of those four quadrants. Forbusinesses to be successful with on-demandmarketing there are four essential areas that need tobe carefully addressed.ESSENTIALS OF ON-DEMAND MARKETINGOVERVIEWCustomer ExperienceCustomer LoyaltyAcquireRetainGrowEngage
ANALYTICS – SOLUTIONSCindy purchases a pair of shoes with thecoupon and gets another pair for her BFF,as a gift for her birthday!Cindy makes the gift special byrecording a “BFF” message videoKelly (Cindy’s BFF) opens the gift, tapsher phone on the shoes and watches thisbirthday message from her best friend.This tap of a phone reminds Kelly thatCharlotte Russe brought her even closerto her BFF.Charlotte Russe creates a heat map fromall such customer videos using Big Datamining techniques and gains insight onsources of consumer inspirationEngaging and Interactive Technology: How familiarare you with printed electronics? Catering to the“right here, right now” expectation of your customer isurging brands to have such innovative and engagingtechnology to interact with them anytime andanywhere. Companies have been able to define andaddress customer interactions successfully acrossa few channels, but being able to truly meet all theneeds of customers requires companies to use anomni-channel approach that reinforces the value of abrand to customers. This means that companies haveto interact in the most meaningful way that can bringimmediate buy-in from customers.Going to a bar and being able to tap a cell phoneon a beer coaster embedded with NFC (Near FieldCommunication) tags and be able to get history ofthe beer brewer, find out the exclusive locations it isserved in and to find others who have posted reviewson the beverage provides a “right here, right now”experience.Organized “unstructured” Data: Consumers willlook to interact with your brand through a varietyof channels – brand websites, social networks,mobile applications and in a variety of ways – sharephotos, post videos, read and write product reviews.Companies will need to look beyond the routineinterfaces available today, capture these interactionsin 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 needbest-in-class tools and, most importantly, the skillsetsand expertise to manage these datasets. To take ouruse case scenario a little further on this point:Integrated Predictive Analytics: Responding toon-demand expectations requires real time decisionmaking. Determining the tailored and targetedexperiences precisely for certain customer interactionsrequires analyzing the organized “unstructured”data, coming up with a communication strategy andexecuting the strategy seamlessly – all in real time.Businesses’ integrate predictive models in theirinteractive systems – websites, point-of-sale, mobileapplications – which “senses and responds” to userbehavior.Seamless Usability: Today businesses have 3seconds to connect with a customer. Thus allinteractions – starting with the first touch point– have to be easy and simple. A tap-and-goapproach used to make mobile payments or visualrecognition technology used for scanning in healthcare information to simplify the check-in process ata pharmacy or doctor’s office are just a few waysbusinesses are trying to cater to this expectation.Carefully designed customer experience strategy,omni-channel methodology and a robust technologyexpertise are imperative to creating a seamless userexperience.