December 24, 2014

Future of retail: Tech enhances real world experiences

Great article from the ever reliable blog PSFK, Ray Velez of Razorfish on the ways retailers are using digtial tech to enhance real world shopping experiences. We at The Ideas Machine particularly like his take that it is about integration and using digital in the real world space, not just about mining digital channels for customers.  They touch on one of our favourite technologies, Augmented Reality and Google’s investment in Magic Leap. The startup team whose business is part funded by Google ( and consequently now valued at over $1bn) use tantilising phrases full of promise like ‘the world is your new desktop’ …..have a read about Magic Leap and why they are attracting big bucks $$$ of investment on TechCrunch here, and admire the little  AR elephant jumping around in the palm of the journalist’s hand!   The Ideas Machine can’t wait to have our reality well and truly augmented.

 

May 5, 2014

Retail Innovation at its Best

Check out this great example of the online & in-store worlds merging. C&A use mini screens on clothing hangers to display real time Facebook ‘likes’ for products. The hope is that this online endorsement encourages purchase in the ‘real world’ store. Not sure about this product…. well thousands of online shoppers can’t be wrong now can they ?

This is a fantastic example demonstrating one company’s attempt to merge the on and off line worlds. They realised the importance of peer review was missing at a critical point in the customer journey- then thought laterally about how to bring that to life at point of purchase.

I like this because it is slightly clunky – it is really the portents of things to come as technology becomes more sophisticated. It means in the ‘ future shop’ we won’t have to rely on our devices,  or even on Beacons and iBeacons to alert us to coupons, peer reviews and so on, the products will do it themselves. The internet of things has massive implications for shopping and purchases too, as this embryonic example shows. I hope it works for C&A because it will get retailers thinking outside the box.  At The Ideas Machine we think about this stuff a lot. Mapping customer journeys and then thinking about how technologies present opportunities to improve the critical points is a simple, effective way to make your customer experience sing.  Well done C&A!

Retail innovation at it’s best. Bringing the on and offline customer experience closer. Love it! Watch the Mashable video review here.

Likes come to life

Likes come to life

April 4, 2014

A Few Tiny Rooms in London rated in Top 3 on Tripadvisor

London has literally hundreds of thousands of options for tourists, visitors. So what do you think the world’s biggest peer review network Trip Advisor rates regularly in the top 3 of the long, long list ? The Answer : Hint Hunt.

Hint Hunt is a live, interactive,  escape game, for 3-5 people, based around 3 small rooms, in a really small office building near Soho, London.  Gamers get 60 minutes to crack the puzzles and get out on time. Simple. And if the reviews are anything to go by they love it!

This little place beats Buckingham Palace, the Tower of London, The London Eye….. rated third of thousands on Trip Advisor,  Hint Hunt is hard to find out much about ( players respect the element of surprise and don’t reveal too much in their posts).

This is a lesson, if any of us really need one, in the true power of peer review and social media /networks. Tripadvisor reviews have taken this tiny enterprise to the very, very top of the table.

Entrance to Hint Hunt

March 4, 2014

The Beacon Revolution Led by Retailers

Beacons and iBeacon are set to change the way we shop ( again).  These low-cost bluetooth devices offer retailers the opportunity to connect with customers in-store, deliver contact-less payment and all sorts of other whizzy stuff. Beacons have multiple applications but reports suggest it will be retailers who blaze a trail in this space.

Despite the obvious initial barriers ( like users having to turn on Bluetooth, accept apps, and opt-in),  commentators seem agreed that this technology will change how we shop and quickly move to changing our home, leisure, work and education spaces.

If this Business Insider report is to be believed, half of Americans are already using mobile devices in-store. The report outlines the impact Beacon devices are set to have in the short term.  Interesting reading.  Our view is that the relevance of any push notification or in-store application is still paramount; spam is spam after all, however it is delivered.

iBeacon Devices set to change the way we shop

iBeacon Devices set to change the way we shop

 

 

February 20, 2014

The Secret to Successful Omnichannel Retailing

Retailers’ worst fear is customers coming in store to browse, touch, feel and try, then leaving to go price hunting online – ultimately buying from an online retail competitor.  Worse, and what brings retailers out in cold sweats is a customer standing right there in a heated, well lit, beautifully merchandised store and buying from someone else via their smartphone.

Dark days,  and high pressure stuff in a world where we can bid and win on an item on eBay in less than the time it takes the Barista to serve up a latte, where Amazon delivers  whatever, wherever, whenever at the stroke of a smartphone and where price savvy customers will seek out bargains online.

Even more alarming for off line retailers seeking to maximise the value of their floorspace are apps like RedLaser ( over 27million downloads), allowing customers to scan UPC codes and see if items are available nearby and at what price- there is literally nowhere for traditional retailers to hide.

Onmichannel retailing as it is called – selling via multiple on and offline channels is not all a race for the bottom. Getting digital sales channels right can enhance an in-store purchase too – in a great article on this stuff, MIT Sloane Management Review– cites examples of both sides of the coin.  One of their stories is about a girl who can’t find what she wants in a shoe store, she is about to leave, when the assistant pulls out the ipad with other lines, more sizes to order and complementary accessories. The assistant helps the shopper get her dream shoes, delivered to her home.

Making the ‘digital transition’ to Omnichannel retailing is a necessity- the article has some excellent examples for retailers seeking to keep their customers and remain competitive. The ideas for retailers range from owning  a niche, bundling, in-store exclusives, through to on /offline promotions and synergies. Interesting, they also note the gap between manufacturing and retailing getting smaller at the back end, and the importance of personalisation, use of data and analytics on the marketing /consumer front end. Fascinating – what happens to traditional publishers when Amazon is contracting with authors direct ?

Redlaser 27 m downloads

Redlaser 27 m downloads

February 5, 2014

I want shoes as well as movies 'On Demand'

Shoes made-to-measure were once the preserve of the rich and famous, or the unfortunate necessity for those with unusual shaped and sized feet. Not any more, mass customisation means we can personalise and procure idiosyncratically like never before. Shoe of Prey your-perfect-shoe-v2

offers a 3-D design process and delivers worldwide in 4 weeks, NIKE ID has already pioneered this in flagship stores and online and even Coke started personalising bottle labels in a bid to become more relevant. With Amazon experimenting with same day , 3 hour delivery and 3 D printing – it’s more than movies we can start to expect on demand. Companies like Chicago based eThreads are set to succeed where Levi’s and others made in roads and failed. The tech is better than it was in the 90’s and the distribution networks are there too. Ready, Set Go!

What does all this ‘on demand’ stuff mean for your business  /brand  /production /delivery / IT /eCRM ?  Customer experience innovation, brand and product managers, IT teams and logistics people can no longer afford to ignore some of these radical changes – even if the picture seems a little sci fi right now. It’s not, it’s more and more real every day.  Plenty has been written about mass customisation, check some of it out here.

Business models have to adapt, marketing has to keep up and customers are in charge…. all this we know , we’re told it so often it’s like wallpaper, but think about it again for a second. How prepared are you – what if your customers could order in the morning and get it by lunchtime, what if they could download the file and print a 3D version at home…. when I can order my own  personalised version of pretty much anything, I won’t want what you’re selling unless I can play around with it, and effectively get it on demand.

February 4, 2014

Shoppers want seamless online -instore shopping experiences

A new study by management consultancy firm Accenture finds more US shoppers ‘webrooming’ than ‘showrooming’ in their hunt for products to buy.

But it’s not all bad news for traditional retailers, the report also highlights shoppers responding to ‘seamless’ customer experiences – using ‘click and collect’ services, buying in store and using direct home delivery services. Offering ‘real time’ product availability is cited as one example where the on and offline worlds merge.

Showing customers your stock online means a journey to your store is not wasted. The report also suggests traditional retailers need to work harder on innovation to keep shoppers in store interested, and to focus on successfully differentiating their offer from competitors ( on and off line).

We consumers are a demanding bunch, expecting offers and promotions to be channel agnostic, and the most budget conscious remain convinced the best deals are online not in store. Interesting stuff and good news for m-commerce too as users report buying from smartphones getting easier and easier.

Read the full report here.

Customers are buying online and collecting at store

Customers are buying online and collecting at store

February 1, 2014

How Betabrand gets amazing customer engagement

Love this!  US online clothing retailer Betabrand offers instant discounts to customers in return for their pictures  in Betabrand clothes and accessories, simple enough – This example gets it right on every level – lovely tone of voice and personality -collections of great pictures  in their Wall of Fame Model Citizen section- this is the best example of brand fans I have seen in a while. It is also a clear example of how important and ‘sticky’ user generated content can be, and how to make your customers work for you in the online space.

Betabrand have really got the  language right too. I  love their ‘Model Citizen’ concept to house all the pictures!

They ask for weird and whacky and they get it!

22671632-betabrand_modelcitizen

Innovation wise, this is an example of a brand really thinking about how to engage in conversation with it’s fans online. They have spent time understanding how customers can be advocates and are generous enough to allow their fans space to share their own stuff on  site too…they mean it, and that all adds to the love-in.

Calling the section Model Citizen, tongue in cheek and playful and celebrating the Wall of Fame works.

Celebrating those who celebrate you is a top tip when it comes to customer experience innovation.

How good are you at recognising the people who love your brand /product ? How easy is it for them to engage and publicise their enthusiasm  on your site ?  How many clothing brands do you know who’d have  a picture of a kid in a green onesie sporting a pair of their up market sun glasses  ?

Check the images out on Betabrand’s Model Citizen section. See what happens when you relax the brand control uptightness a bit, relinquishing a bit of that ‘control’ can pay back in spades.

Betabrand Customers in their clothing -

Betabrand Customers in their clothing –

January 26, 2014

How to Innovate with Pubic Hair: American Apparel

It would be churlish not to comment on US clothing retailer American Apparel ‘s decision to ‘shock’ using mannequins with full pubic hair. Seen here sporting a rather large ‘bush’ showing through flimsy undergarments, this plastic lady and her plastic friends have been seen across select AA US store window displays.

Personally, I love it.  Interesting that something so, shall we say, ubiquitous can be used to such great PR effect. Simple, cheap to do, massive PR, what’s not to like ?

From an innovation perspective, this example teaches there is value in revisiting taboos. It encourages us not to feel like we have to beat the marketing teams of our competitors by playing according to category or advertising rules and mores.

I am not saying massive ‘bush in-ya-face’ is the best tactic for a fashion brand, nor that shock tactics are always a great plan, but this American Apparel stunt certainly got buzz  and  let’s face it, the story adds a degree of interest to what is otherwise a black and white box selling sweat tops and casual gear.

imgres

December 10, 2013

Amazing logistics lessons from Mumbai Dabawallahs

An incredible logistics story from Mumbai’s legendary Dabawallahs. In his TED talk Dr Pawan Agrawal explains how this Indian group rivals the likes of DHL …..many hail from the same village and they deliver hundreds and thousands of tiffin boxes daily to Mumbai workers. Dr Agrawal reveals the secrets that won  this awesome team accolades from Forbes. Their Dabawallah Code and the secret of their success is based on centuries old traditions. They recruit on enthusiasm and their delivery output and efficiency is something many Blue Chips only dream of.

From an innovation perspective, looking at related worlds, other cultures and sectors can often yield fruitful stimulus to apply to your own.

Tiffin and tea anyone ?

images-1

July 3, 2013

Customer Relationship Management – remember me When It Matters

I used to live abroad and came back to the UK looking for lovely things and experiences to remind me of home. A kind of ‘Brit-fix’. One of these was regular visits to a very swanky country hotel with several Michelin stars to its name. My husband and I clocked up several thousand dollars worth of amazing memories and several tens of thousands of calories over the years. But each time we went they would greet us like first time guests. At first I thought it was because we arrived looking like we’d ‘won the holiday’ , so I changed my wardrobe and wiped the chocolate off my daughter’s face. Nothing changed. One awful day my husband remarked on their lack of acknowledgement and suggested we find an alternative.

Horrified that my oasis would be denied me, I wrote to the manager. If my local pizza joint can tell by my mobile number who I am, where I live and how much pepperoni I like…why can’t you say ‘welcome back’ when we come visit?

They were contrite and admitted they were pretty arrogant in believing they did not need CRM. Our clients like discretion they said. Well this client wants to feel welcomed and recognised I said. So they asked us back, pulled out all the stops and made a huge fuss of my daughter who loved being welcomed by name and given a small bear to hug.

We are going back again, we will likely spend most of the cost of a week’s holiday on wine and we will continue to love them as long as they love us back.

I don’t need them to remember my birthday or note my blood group. I just want them to recognise me when it matters. Obvious.

It is the When It Matters part that counts. Try looking at your customers’ journey and identify the key moments of interaction customers experience with you- does your CRM kick in when it really matters? Or do you sling stuff at them according to your signed off marketing plan? Are you missing them When It Matter

A reminder of home

An English Garden

July 1, 2013

Business, Brands and the Blindingly Obvious: Bank gets it wrong

After years working on the biggest brands out there, I am still shocked at the number of times  ‘innovation’ actually boils down to the blindingly obvious. Let me give you an example: A well known UK high street bank wanted to launch a new current account. They spent millions on some hardcore consultancy and  they came up with the following platform to launch the new current account  – the more products a person holds with the bank, the better their current account terms would be. Whoo hoo! Everyone’s a winner; the bank gets you to take out more products, you get a bit of interest and some perks on your current account. Easy? You’d think so. But not so fast. After a whole heap of consumer research the bank came to my company saying – people think this idea sucks…we don’t know why! Worse still, we’ve done all this expensive consultancy work and we need a plan. Fast. Help!

So, we asked, ‘What is blindingly obvious about people and their relationship with the bank ?’ Think about it. What is the first thing you think your bank should recognise about you? Is it how many products you have with them ? No, probably not.

It is usually, how long you have been banking with them. It is also likely to be something to do with them knowing what your spending patterns are like over time.  So why not reward longevity and loyalty instead?  If businesses start with what matters to their customers – in this case -‘ how long I have been with my bank’, and work on new products from those foundation insights, they end up with a better customer response.  In this case the bank started with what worked best for them ( no surprise there) and customers hated it ( no surprise there either).

Obvious. Blindingly obvious.

Banks fail to deliver true customer centricity.

Banks fail to deliver true customer centricity.

Watch this space in the coming weeks and months for more blindingly obvious examples.

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