Accelerate 2017_Brand experience and context_Craig Parnham
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Using location services to change brand experiences How beacons and location services are transforming everyday experiences More people than ever have location service-enabled devices, thanks to smartphones. Some product brands have had up to a 19-fold increase in interactions with customers who receive a location-based notification, versus those who do not. Learn about some of the countless examples and how you can benefit from them.
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Accelerate 2017_Brand experience and context_Craig Parnham
- 1. Lessons from the coalface of innovation
- 2. Delivering world-class brand experiences through location and context CRAIG PARNHAM
- 3. Delivering world-class brand experiences through location and context cognition studio Reimagine. Redefine. Rewire.
- 4. MISALIGNMENT
- 5. UNCERTAINTY
- 6. FAMILIARITY
- 8. PERSONALISATION • Your identity • Your preferences • Your identity • Your preferences • Proactive recommendations • Unsolicited deliveries
- 10. CONTEXTUALISATION PHYSICAL PROXIMITY INTERESTS devices level of contextualisation DESTINATION VIRTUAL PROXIMITY MODE OF TRANSPORT DEVICE STATE PHYSICAL ACTIVITY VIRTUAL ACTIVITY BIOMETRICS SENTIMENT SEMANTIC LOCATION preferences locations behaviours POI EVENTS EMOTIONAL STATE
- 11. CONTEXTUALISATION devices level of contextualisation preferences locations behaviours PHYSICAL PROXIMITY INTERESTS DESTINATION VIRTUAL PROXIMITY MODE OF TRANSPORT DEVICE STATE PHYSICAL ACTIVITY VIRTUAL ACTIVITY EMOTIONAL STATE BIOMETRICS SENTIMENT SEMANTIC LOCATION POI EVENTS “We have four tickets for the price of two for Te Puhi, showing 7:00pm tonight at Herald Theatre”
- 12. CONTEXTUALISATION devices level of contextualisation preferences locations behaviours PHYSICAL PROXIMITY INTERESTS DESTINATION VIRTUAL PROXIMITY MODE OF TRANSPORT DEVICE STATE PHYSICAL ACTIVITY VIRTUAL ACTIVITY EMOTIONAL STATE BIOMETRICS SENTIMENT SEMANTIC LOCATION POI EVENTS You’ve received a message from Brian Allen. Say ‘dictate’ to have it read out to you.”
- 13. COMPLACENCY
- 14. TRANSFORMATION Music industry Commoditisation (# song choices) 100 10 1 0 Years since introduction AM radio Records Cassettes Broadcast Collections Digital FM radio Internet radio Satellite radio CDs Minidisks MP3s iTunes Streaming Social content Shazam YouTube
- 15. HUMAN
- 16. DESIGN
- 17. DISCOVER Mode of transport WiFi Discovery Facial recognition Payment transactions Checked baggage App usage Companions Sentiment Calendar Frequent traveller Destination Connecting flights Weatheratdestination Traffic congestion Weather at origination Deviceactivity Hotel availability Surgechargingtrends Local events Luggage collection Taxiexpense Taxi expense Carparklocation Parking utilisation Baggage belt Estimated landing time Expected time gate open Expectedtimeboarding Expected time on belt Actual landing time Wait in lounge Gate allocation Check-in desk availability Check-in class Diversions
- 18. UNDERSTAND KEYCUSTOMEREVENTS PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS Drive to airport Check-in Clear Customs Go to gate Flight mode Park car Load bag Scan carry-on Present boarding pass Entertainment Find check-in Collect forms Special checks Find missing passengers Meal selection Collect bag Re-schedule Complete forms Buy incidentals Offload baggage Wellness Enter taxi Disembark Find carousel
- 19. UNDERSTAND KEYCUSTOMEREVENTSEXPERIENCE • Leave now alert • Push notify delays • Pre-allocate park • Fastest check-in • Seat preferences • Luggage tracked • Forms pre-populated • Digitise fastpass • Last chance upgrade • Power locations • Flight capacity • Duty-free offers • Alerts • Digital pass • Augmented reality • Flight mode remind • Continue entertain • Pre-select meal • Wellness tips • Luggage locator • Transit finder PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS Drive to airport Check-in Clear Customs Go to gate Park car Load bag Scan carry-on Present boarding pass Find check-in Collect forms Special checks Collect bag Re-schedule Complete forms Buy incidentals Enter taxi Disembark Find carousel Flight mode Entertainment Meal selection Wellness Finding missing passengers Offload baggage • Flight options
- 20. UNDERSTAND KEYCUSTOMEREVENTS Drive to airport Check-in Clear Customs Go to gate Flight mode Park car Load bag Scan carry-on Present boarding pass Entertainment Find check-in Collect forms Special checks Finding missing passengers Meal selection Collect bag Re-schedule Complete forms Buy incidentals Offload baggage Wellness Enter taxi Disembark Find carousel TECHNOLOGY • Push notifications • Carpark sensors • Wifi Discovery • Watson • Beacons/WiFi • RFID luggage tag • Baggage system • Digitised forms • Facial recognition • Beacons/WiFi • Beacons/WiFi • WiFi pass • On-flight WiFi • Entertainment • Catering • Sentiment analyser • Beacons/WiFi • Baggage tracking • Traffic mgmt PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS • API management • Passenger insights • RFID ping
- 21. UNDERSTAND KEYCUSTOMEREVENTSMONETISATION • Less queries • Parking utilisation • Big data • Upsell flight • Staffing levels • Reduce lost luggage • Forms accuracy • Process automation • Staffing levels • Upsell flight • Retail optimisation • On-time reliability • Reduce offloads • Customer satisfaction • Compliance • Improve operations • Improve brand • Luggage returns • Staffing levels • Commissions PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS Drive to airport Check-in Clear Customs Go to gate Park car Load bag Scan carry-on Present boarding pass Find check-in Collect forms Special checks Collect bag Re-schedule Complete forms Buy incidentals Enter taxi Disembark Find carousel Flight mode Entertainment Meal selection Wellness Finding missing passengers Offload baggage
- 22. IDEATE • Relevant datasets: • Flight delayed 30 mins • One checked bag to collect • Calendar integration • Currently 12 min wait for taxis • Traffic congestion in specific areas • Technology available: • Smartphone app • RFID on luggage • API management • Airport/Airline systems “I’ve landed 30 minutes late. My first meeting in the city starts in 45 mins. Every minute counts!”
- 23. DIFFERENCE • Travel companion Wife • Travel history Eight Chicago-Louisville flights in past 3 months • Travel patterns Always returns to Louisville by Sunday 8pm • Social media Qualified doctor on LinkedIn profile
- 24. DIFFERENCE 1. Which passengers have been late previously 2. Proportion of couples or families 3. Baggage vs Carry-on 4. How far ahead the booking was made (and the amount of baggage) 5. Going home vs going away 6. Self-select OK for another flight 7. Indicate at check-in that the flight is full so they may be asked to move 8. Find which passengers have been in the bar for 2 hours and refuse them access for drinking too much!
- 25. IMPORTANCE BRAND = EXPERIENCE = LOYALTY = BUSINESS VALUE
- 26. Now A Taste Of Digital Disruption Thank you.
- 27. Prize Draw – Subscription to the NY Times
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