'Life time ' of a consumer experience concept can be an interesting way to classify. Certain concepts would have a longer life to others. Some would classify fad's which generate buzz and engage people and other would be a more sustained efforts which integrate with the brands look and feel.
Long term effort which integrates to brand value proposition to consumer experience
Consumers tend to identify a brand with an experience. In the apparel sector- Abracombie Fitch is one such example- loud music, dark lights- feels like one is shopping in a lounge! Anthropologie is another example- where one gets a feel of shopping in a rustic - indoor meet outdoors kind of an environment.
Interestingly, these concepts are more 'permanent' in nature and would employ services of Architect, Lighting engineers to create an environment. Attached website has some interesting examples of the same (link)
Concepts with short life which help generate a buzz, engage with consumers and create a consumer experience
Examples like the recent Nokia kiosks in India (Link) or the digital Sign's at T-mobile show rooms are highlighted. These efforts can be viewed as promotions. Most digital concepts today being tested fall in this category.
The bridge concepts
These are a set of efforts which are trying to bridge the two. Efforts which are new, might have a potential to get build into brand identity or might just pass on as fads.
e.g.
LVMH spanish steps. I am sure the company has invested a lot of money in executing the concept- they are generating the 'ahaa' value, but do they have a potential to be there in a LVMH store for a long time- do these become an integrated part of LVMH brand value proposition. Unsure- still to be seen. (Link)
Can non-tech brands or Will non-tech brands integrate technology as a part of execution of thier brand value proposition?
Thursday, August 21, 2008
Friday, July 18, 2008
Open Source- Student talent
When I was a student, there was a contant urge to get closer to the real world. I was contantly looking for projects/ internships i could find which had some relevance to the industry. An urge to experiment/ practice what I was learning in school.
Now, that I have been working for more that 6 years, I have worked with these students. I am amazed their level of energy, enthusism and commitment. With a little bit of guidance, these fertile minds take off and generate some great outputs.
The question, i often ask, is why is it so hard to link industry to talent. There are a few options out there:
a- The college/ industry relationship deparments of each institute. Typically, a company would be required to put a job post on each of the institute websites.
b- The student meets the corporate through a referral
What if....
Students can meet the corporates on a common platform. e-lance/ freelancer. com seem to be doing something similar, but they are open to all.
Would people be willing to use student research to help them take business decisions?
Now, that I have been working for more that 6 years, I have worked with these students. I am amazed their level of energy, enthusism and commitment. With a little bit of guidance, these fertile minds take off and generate some great outputs.
The question, i often ask, is why is it so hard to link industry to talent. There are a few options out there:
a- The college/ industry relationship deparments of each institute. Typically, a company would be required to put a job post on each of the institute websites.
b- The student meets the corporate through a referral
What if....
Students can meet the corporates on a common platform. e-lance/ freelancer. com seem to be doing something similar, but they are open to all.
Would people be willing to use student research to help them take business decisions?
Saturday, June 7, 2008
Design strategy consulting- a new approach to management consulting
Design Strategy is a much used- misued term in recent times. Consulting firms have come into the market, with innovative solutions around product development and service development. Often, they form a back door entry into the strategic management process of a company.
When we look closely, its very interesting to see how these companies have developed a structured consulting process. IDEO, the McKinsey of the design/ innovation consulting space calls it a design thinking.
Other significant companies in this space- What if, Watt International et al, are not positioned as a niche product development company, niether a think thank, but strategic consulting firms which use an innovative approach to solve problems.
Wonder if old school companies like McKinsey need to re-think the way they approach. Innovation around the way they deliver their services.
When we look closely, its very interesting to see how these companies have developed a structured consulting process. IDEO, the McKinsey of the design/ innovation consulting space calls it a design thinking.
Other significant companies in this space- What if, Watt International et al, are not positioned as a niche product development company, niether a think thank, but strategic consulting firms which use an innovative approach to solve problems.
Wonder if old school companies like McKinsey need to re-think the way they approach. Innovation around the way they deliver their services.
Friday, March 7, 2008
Consumer Experience Marketing- Engaging the consumer through interactions
Consumer Experience Marketing is often considered as an extension of the Consumer Relationship Marketing (CRM). However, is that what defines consumer experience? CRM today is synonymous with a software application which large corporate deploy, and believe that since they now know every thing about the consumer's engagement with the company, they would be able to provide a better service and keep him/ her engaged. In my view, CRM is just a tool towards a total CEM, and companies are focusing a lot on the online channels. There exits a need to continuously engage the consumer and expand on his/ her experience in-store. In traditional retail, the idea of appealing to the natural sense of a human being was the focus. (E.g. Have you ever walked passed a bakery and the smell of freshly baked bread has tempted you to walk in and so a spontaneous purchase). Traditional architectural technique like - color, music, lighting, look and feel have been used by retailers timelessly. The trend today is to find ways to engage the in-store consumer through a number of interactive mediums. Some of the examples and usage of in-store technology in recent times have been: Aimed at communicating with consumers - A push system
TESCO aisle side targeted advertising using LCD screen, which change
2007- HBO store in New York, called the best store of the year by VMSD, uses both digital media and traditional media to communicate with the consumer
Aimed at bringing in operational efficiency- self check outs etc.
1995- Smart- Self Check out scanners launched at Sainsbury in UK link
2006-Ralph Lauren 24/7 touch screen window shopping, launched in US in 2006 and UK in 2007 link
Aimed at building consumer relationships by letting them experience products-An interactive system.
2002 Prada's project with IDEO, using RFID technology to link inventory information to loyal customer data base. This allowed not only check the stocks for the choicest products by also get inspired through fashion show images / clips viewed on a simple hand held device. link
2007-In-store theatrics to build a customized Barbie at FAO Schwartz link
ING DIRECT, has no bank branches, at it’s an online banking model. However, the few brick and mortar locations they have double as cafe's storing all the financial information and people often are seen discussing the investment related issues. At the ING CAFE, they also sell coffee!!
2008- AT&T store, like the Apple store allow consumers to play with the products, experience the environment, even before they make a buying decision.
2008-Barilla's launch of the Alixir brand - at its store in Milan. They are using the user interaction platforms to conduct market research and provide a customized offering to the consumer. Link
UWINK allows for a table side ordering through electronic ordering system Link
As the brick and mortar stores are trying to get digital, the online store and trying to become more real. link
This is not new, and companies have experimented with this for some time. But, they still generate a lot of interest and noise, when ever and who ever builds them. It’s surprising; these concepts have not taken off beyond pilot stages. Is it they are too expensive to implement or is it that it’s tough to define the ROI? link
Well, on a related tangent - Wonder why food service players like Starbucks and McD for Prêt a Manger or Hale and Hearty are not using self - check outs. These can not only help these companies improve experience marketing but also push the consumer loyalty.
Consumer Experience Marketing is often considered as an extension of the Consumer Relationship Marketing (CRM). However, is that what defines consumer experience? CRM today is synonymous with a software application which large corporate deploy, and believe that since they now know every thing about the consumer's engagement with the company, they would be able to provide a better service and keep him/ her engaged. In my view, CRM is just a tool towards a total CEM, and companies are focusing a lot on the online channels. There exits a need to continuously engage the consumer and expand on his/ her experience in-store. In traditional retail, the idea of appealing to the natural sense of a human being was the focus. (E.g. Have you ever walked passed a bakery and the smell of freshly baked bread has tempted you to walk in and so a spontaneous purchase). Traditional architectural technique like - color, music, lighting, look and feel have been used by retailers timelessly. The trend today is to find ways to engage the in-store consumer through a number of interactive mediums. Some of the examples and usage of in-store technology in recent times have been: Aimed at communicating with consumers - A push system
TESCO aisle side targeted advertising using LCD screen, which change
2007- HBO store in New York, called the best store of the year by VMSD, uses both digital media and traditional media to communicate with the consumer
Aimed at bringing in operational efficiency- self check outs etc.
1995- Smart- Self Check out scanners launched at Sainsbury in UK link
2006-Ralph Lauren 24/7 touch screen window shopping, launched in US in 2006 and UK in 2007 link
Aimed at building consumer relationships by letting them experience products-An interactive system.
2002 Prada's project with IDEO, using RFID technology to link inventory information to loyal customer data base. This allowed not only check the stocks for the choicest products by also get inspired through fashion show images / clips viewed on a simple hand held device. link
2007-In-store theatrics to build a customized Barbie at FAO Schwartz link
ING DIRECT, has no bank branches, at it’s an online banking model. However, the few brick and mortar locations they have double as cafe's storing all the financial information and people often are seen discussing the investment related issues. At the ING CAFE, they also sell coffee!!
2008- AT&T store, like the Apple store allow consumers to play with the products, experience the environment, even before they make a buying decision.
2008-Barilla's launch of the Alixir brand - at its store in Milan. They are using the user interaction platforms to conduct market research and provide a customized offering to the consumer. Link
UWINK allows for a table side ordering through electronic ordering system Link
As the brick and mortar stores are trying to get digital, the online store and trying to become more real. link
This is not new, and companies have experimented with this for some time. But, they still generate a lot of interest and noise, when ever and who ever builds them. It’s surprising; these concepts have not taken off beyond pilot stages. Is it they are too expensive to implement or is it that it’s tough to define the ROI? link
Well, on a related tangent - Wonder why food service players like Starbucks and McD for Prêt a Manger or Hale and Hearty are not using self - check outs. These can not only help these companies improve experience marketing but also push the consumer loyalty.
Launch of American Living
American Living is a brand launched by Ralph Lauren at the JC Penny's stores. It is the first big expected success of the global concepts group at Ralph Lauren. Some interesting observations about the brand are- No where the consumer gets to know that the brand is associated with Ralph Lauren. However, the brand still seems to have the classic RL touch.
As RL has always done, built a lifestyle positioning, built the brand / products around it and then continuously reinforce the positioning - through images, advertisements, events and provide a complete integrated look.
The American Living brand does not have any visible association with the brand, however, the industry guru's would be able to identify the style and the execution as a classic RL style.
Strong Image, Consistency and Constancy while not letting it become stale seem to be the mantra. And you, can extent into multiple segments and categories.
American Living is a brand launched by Ralph Lauren at the JC Penny's stores. It is the first big expected success of the global concepts group at Ralph Lauren. Some interesting observations about the brand are- No where the consumer gets to know that the brand is associated with Ralph Lauren. However, the brand still seems to have the classic RL touch.
As RL has always done, built a lifestyle positioning, built the brand / products around it and then continuously reinforce the positioning - through images, advertisements, events and provide a complete integrated look.
The American Living brand does not have any visible association with the brand, however, the industry guru's would be able to identify the style and the execution as a classic RL style.
Strong Image, Consistency and Constancy while not letting it become stale seem to be the mantra. And you, can extent into multiple segments and categories.
Saturday, February 23, 2008
Bottom of the pyramid in India
Addressing the needs of those at the bottom of the pyramid is often sighted as a business opportunity. However, its unclear, how to organise this and how to capitalize on these. Consulting companies like Monitor have are addressing these in the social sector initiatives - calling them market based solutions. Babajob.com, with its attempt to connect the people at the bottom with their prospective employers, is interesting. The success of this, is in my mind, un-clear. Do we have the Internet penetration? Is Indian household so tech savy?. Babajob is an interesting model of bottom of the pyramid meet yelp. com. Would be interesting to explore more such cases studies/ activities/ innovation across the world.
Subscribe to:
Posts (Atom)