What needs to be done to enable consumers to discover new, compelling brand interactions?
IoT is rapidly growing in importance for FMCG brands. The ways in which a connected device deepens the experience for the consumer- from a car that tailors tools to your driving habits, to a home store using a VR experience for tactile online shopping– present limitless capabilities to meet marketers’ objectives, now and in the future.
Marketers know that experiences, not technology itself, drive the adoption of new tools and interactions by consumers. What needs to be done to enable consumers to discover new, compelling brand interactions? There are three key areas that brands must align to take advantage of the opportunities presented by IoT.
Firstly, consumers need to warm to the notion of interacting with physical objects. We have begun to see this in the large scale launches of Amazon’s Alexa, and Google Home, and the future of consumer interaction will be primed by this type of lifestyle tool. The experience for the consumer needs a number of factors: they should not be disrupted by the process; they need to appreciate the value of the interaction, beyond rational acceptance; and they ought to be inspired by the benefits the interaction brings.
Secondly, the progress of mobile platforms (apps, and mobile devices) towards a holistic consumer experience will be critical. We currently know our mobile phones primarily as search devices, portals to our social networks, and media devices, so developing usage as a tool with which to interact with the exterior world is another necessary step. While technological development in this area is inevitable, earning consumer trust will be vital to enable full acceptance.
The third component of a successful IoT consumer experience is to provide an end-to-end experience for all parties involved. There’s little point in providing a coupon to a consumer if it cannot be redeemed there and then, or requires further effort to be validated. Equally, brands and retailers will not invest if a campaign’s return path analytics do not allow them to analyse outcomes and develop actionable theories. In summary, the tools that will enable the best IoT consumer experiences will be developed for the consumer and for the vendors to service specific and meaningful needs.
This will give heart to those taking the advice of the recent R3 Worldwide whitepaper, that pointed to a strong consumer dialogue as one of the key tactics in strengthening brands’ market share, in the face of retailers’ growing dominance.
Nexo Discovery is the leading connected cooler solution offering consumer engagement, together with operational management tools, and a sophisticated new approach to commercial analysis. It has been designed specifically for brands and marketing equipment management. Where human behavior is evolving rapidly on its own, and mobile platforms keeping pace, Nexo provides a ready technology solution for brands wishing to expand their relationship with consumers. The only challenge now is a creative one.
Take a look at some of our favorite tech-enabled consumer experiences:
Tesco – virtual shopping screen http://www.bbc.co.uk/news/technology-19148154
Born Free – free an Orca screen https://vimeo.com/228971024
Molson Canadian – beer fridge https://www.youtube.com/watch?v=8gper3YkzMg
Heineken – Departure Roulette departures board https://www.youtube.com/watch?v=cg0oBV32ZDk