“Digital experiences can amplify the value of a product, extending its boundaries far beyond its prior limits, engaging consumers more deeply, at more times, and in more places than before. This idea is catching on.” – James McQuivey, CES 2013
With the new wave of Digital products and Apps, Brands are creating experiences that look at creating value by seeing what is already available and how they can add value to the experience to enrich customers’ lives and create a Brand Experience.
“Three sources of digital power – the prevalence of free tools and services that enable disruptors to rapidly build products and services, the rise of digital platforms that are easily exploited by aspiring competitors from all directions, and the burgeoning class of digital consumers ready to accept new services – have combined to unleash a disruptive force that will completely alter every business on the planet.” Source: Forbes
Digital Disruption paves a way to understand how your business can create a “Digital Moment of Truth” for your consumers by seeing how you can add value to their everyday lives.
“We ask ourselves what’s next and what else can we do? We get 6 million people a day in our physical stores. We now have planograms for every store in our app, so we know every item that’s on a shelf by store and where it’s located. You can create a shopping list in the app and there’s a button that with one click, the items on your list appear on the store map, which is a representation of the store.” Rich Lesperance, Director of Digital Marketing and Emerging Media, Walgreens
Walgreens effectively promotes its Grab-and-Go products with location-based Marketing initiatives through couponing and offering discounts partnering with Four square and on Walgreens Mobile App.
In a survey of 250 marketing executives and over 2,000 consumers carried out by Forbes and Turn, there seemed to be a disconnect between the Marketing Executives and Consumers :
* 41 % customers saw entering Contests or Sweepstakes as a way to interact with the Brand while only 16 % Marketers saw it as an engagement activity. Social Media, Online Brand Building, Online Direct Response and Mobile are seen to be key focus areas.
* Brand website or a Store visit remains the endpoint for any engagement led activity, where as customers look at it as a means to get an incentive including watching an ad or a video.
- Companies are allocating the largest portion of their marketing spend in social media.
As per Online Shoppers Worldwide survey Internet Site was rated as the most important Digital Channel throughout Stages of purchase process. followed by Email, In Store Technology, Social Media and Apps.
Ten Steps to Create a Digitally Connected Brand Experience
1) Do a thorough Competitive Analysis – Identify Strengths and weaknesses of your Brand Experience, identify who is your competition and what is it that they are offering to the customers and see how you can improve the Brand Experience vis-a-vis the competition.
2) Understand how are the consumers currently interacting with your Brand and your Competitors’. How are they researching the products. Look at the Search Analysis for your own product and category and see what are the Search related strategy that is working for your competition. Look at the Informational and Transactional data to gain insights on their key concerns and priorities with the keywords used in search.
3) Among the areas that may benefit from more effective use of measurement are the value that companies place on the more mechanical aspects of interaction— Facebook “likes” and content sharing—versus the value placed on discounts and promotions, and the opportunity for consumers to participate in such areas as product design. Co-Creation, Contests and Content-Curation can go hand in hand to improve your Product design.
4) Online shoppers today use shopping carts/bags almost as a virtual notepad, a place to store products that are on their minds. It is not a declaration of a shopper’s intent to purchase. Therefore, the conversion of this virtual “wish list” of items to actual sales is not an indication of website performance. It is, however, a great indication of what grabs your users’ interest, what tickles their online taste buds. The same should reflect in the content strategy.
5) Look at the shopping experience and see at which point in Path to Purchase are you losing your Customers. As seen in a study of More that 500,000 browsing sessions, more often than not, visitors get pulled out of their current session, and thrown onto a brand-new page, derailing them off the conversion path, rather than pushing them forward.
The recommendation from Online experts is to insert tabs, rather than links to reassure your customers that they’ll stay on the current page, and still have access to the information they need.
For this reason, you can see nearly three times as many hovers and clicks over e-commerce website tabs than links on product pages.
6) Giving choice to customers may be a great way to approach segmentation in your Marketing Strategy, however, study reveals that giving too much choice may lead to Shopping Cart abandonment. You need to focus on essential brand promise and work your segmentation while delivering on the promise. If it’s convenience then the user online experience has to be built around the same.
7) Redesign your customer Interface i.e. website and Brand Pages to ensure the customer would first look for the call to action on page. This can be designed based on the eye-tracking study for the devices and the site.
8) Product pages with images constantly perform better than those without. They break up content, give customers a sense of security knowing they can see the product they are about to purchase, and offer them a small glimpse into how the product feels, not to mention that they add a bit of color to your web pages.
9) Content and Brand Site design should reflect the key concerns of customers as seen in Walgreens example.
10) Constantly monitor trends in your industry to understand how best you can adapt your Brand Experience in Digital and connect with your audiences to create newer value in the Age of Digital Disruption.
Source:Forbes Insights, e-marketer Report, e-commerce shopping behaviours, clicktale
Image courtesy of ponsuwan at FreeDigitalPhotos.net