Brands Relying on Newer Technologies to Engage Customers - Information portal

Brands Relying on Newer Technologies to Engage Customers

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15.02.2013 Количество просмотров 792 views
global-media-technology.jpgRetail companies are using newer technologies in their attempts to differentiate their brands from competitors and to make better connections with consumers, says Chris O’Malley, director of retail marketing for Intel, Santa Clara, Ariz.

They’re using technologies that incorporate the sight as well as other senses to draw in customers. Intel displayed many of these technologies at the recent annual National Retail Federation show. An important factor is that all of the technologies are in pilot or in fuller deployment now, rather than being “concept” technologies that would be in the marketplace at some undetermined time in the future, according to O’Malley.

“One of the first things that retailers look for is brand awareness,” O’Malley said. “What they’re trying to do is to get people to pull things off the shelf.”  Traditionally the strategy has been to compete for shelf space at the retail location then attempt to attract consumers with print ads.  But with new technology, those older strategies represent the “dark ages,” according to O’Malley. “The big thing today is digital interactive.”

A brief look at some of the newer technologies Intel produces that are helping to empower brands to entice today’s consumer:

McCormick & Company
McCormick & Company, a brand well known for its spices, uses touch screens, PCs and supporting technology to engage customers with a flavor profile and a spice selection game as well as a chef demo at the McCormick World of Flavors location in Baltimore.

“Flavor Print” enables customers to discover their unique flavor profile. It asks customers about their favorite meals, analyzes the responses and then provides the customer with a flavor print name. The customer can also elect to receive via e-mail various recipes based on his or her flavor profile.

“Guess That Spice” enables customers to use sight and sense of smell to determine the correct spice.

According to McCormick, more than 70 percent of customers who enter the Baltimore location have interacted with at least one of the store’s digital destinations, with half discovering their “flavor print” and a third playing “Guess That Spice.”

“They want people to get to know McCormick as a flavoring brand, not just for their spices,” O’Malley says.

The shoemaker has more than 4,000 shoe products once one takes into account all of the various styles, sizes and widths, according to O’Malley. Yet the company’s retail locations have relatively small footprints, meaning they can only display a small fraction of the available products.

The solution has been the Adidas Virtual Footwear Wall, which offers an interactive digital display to showcase the company’s various products. The customer can select the size and style that he or she wants and the shoe will be delivered to the location in a few days. Though the company has more than 4,000 different combinations, there are actually only 23 different cuts and sizing of shoes. So a customer can try something on in the store, even if it is a different style and be assured that the shoe that was ordered will fit, according to O’Malley.

During the pilot program, the company had a 500 percent increase in sales in the featured product at the company’s flagship store in London.

Costa Coffee
Vending machine coffee tends to have a poor reputation. UK-based Costa Coffee is attempting to change that with its intelligent coffee station that uses Anonymous Viewer Analytics, from the data collection and measurement tools of the Intel Audience Impression Metrics Suite, to understand the tastes of who is buying coffee at the different vending machine locations. The information helps Costa provide the preferred coffee selections at the different locations.

The vending machines provide additional customer engagement with the sound of the coffee grinding as well as cashless payments, digital signage and other enhancements.

Pepsi is piloting an interactive vending machine at various shopping malls that enables customers to buy a variety of flavors, send “the gift of refreshment” to others and play and on-screen game that offers a random chance to win a free beverage.

The machines also offer AC power outlets and USB ports to enable customers to charge mobile devices.

Media-Saturn Group

Media-Saturn Group, Europe’s largest electronics retailer with more than 900 stores in 16 countries, has launched an in-store TV network complete with digital signage, informational kiosks and other technology to provide customers with content, trailers and educational movie clips to build awareness about various featured brands.

Brands can buy advertising time on the network or agree to pay higher subsidies when their brands are prominently displayed during a promotion.
Source:  loyalty360


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