“I pride myself in listening. When you have people paying attention to you, your biggest job is to listen to what they want. Deliver what your community wants.” Gary Vaynerchuk
An era where human’s attention span is less than that of a goldfish. Securing the attention of the consumers is nearly impossible if you don’t offer something that is memorable, lively, and delivers a bewitching experience for your users.
Experimental marketing is also known as Engagement marketing is pulling marketers towards it. Not just pulling, marketers are falling in love with the concept.
Before we dive into the digital cosmos let me start with Engagement marketing. Every professional digital marketing agency in Australia is now working to engage customers with experimental marketing. Is it a good idea to experiment your ideas before you go for the hard launch?
70% of the customers claim that they get better service & offers in eCommerce stores as in comparison to physical stores.
How Does Experiment marketing work?
One of the most successful experiment was done with Gilmore Girls. Team Netflix designed 200 pop-ups in Luke Diners all across the country and offer free Coffee to the raving fans. The campaign was a huge hit. People were not just engaged physically, they put their heart-and-soul to the campaign. And the end result, on SnapChat the event was viewed 880,000 times.
The key takeaway: Instead of creating campaigns that force customers to purchase your product, try out appealing all the five senses of your customers and notice how they respond.
Innovate or die they say.
To capture the retail market Amazon launched its experimental grocery store in the year 2017. Here there is no need to worry about standing in never-ending-queue to check out your items. The store will enable the users to place the products in front of the sensors and wallaah, they will be charged without making any further effort.
Amazon is considered the eCommerce king of the internet fraternity. If they are using experiment marketing to push their products, so should you.
Video to embed: https://www.youtube.com/watch?v=NrmMk1Myrxc
Here are 4 ways in which retail stores can boost their in-store experience:
Neiman Marcus installed ‘Memory Mirrors’ in their stores which help customers to try out outfits in a 360-degree view. Wear one outfit and the Memory Mirror will remember it for life. You can then try out various outfits’ side-by-side without trying them all out.
This technology is now being used by various other high-end clothing stores to give customers an ultimate experience while they choose to buy or not to buy.
Rent the Runway is a New York-based tech startup that let consumers try out what goes with their dress just by using an interactive mirror. No need to wrestle yourself with the pain of deciding which shoe will go with your dress by trying out the outfit. Just use the in-store interactive mirrors to do the hard work for you.
The Augmented Reality
AR is allowing customers to try-out physical products without trying them out in-person.
Burberry launched its AR feature to help customers decide which painting with go in their living room. The company uses camera feed to digitally redecorate the surroundings of the consumer by various paintings and let them decide what the best painting for their home is without even buying the painting.
The AR is much more, and brands can use AR to boost their sales in the retail industry.
When Apple launched ARKit – an app that allows developers to develop AR apps. This app allows digital objects to blend-in with the environment around you.
After the launch Apple allowed users to automatically use the AR compatible apps to run and let the users experience the power of AR within their screens.
To let the users experience the power of living in their homes before they purchase the real home, StudioLab – a Manhattan-based startup let the consumers experience different designs by swapping images with the push of a button. And if you try the AR app, you will be able to move around in the room and change the design according to your likelihood.
One of my friends works for Cambria, who just launched an AR app just for the sake of engagement marketing purpose. Once you download the app in your phone, you’ll be able to move around objects, install objects in your home, and even get suggestions on which top will be suitable for your living room if you prefer a simple table top.
With films like I, Robot it is eminent that soon enough robots will take over most of the human jobs. Lowe’s – a home improvement retailer is testing on using robots that will scan the inventory for stock keeping, and along with that these robots are able to speak English and Spanish to guide the customers to specific products.
Shoppers will be able to interact with the robots in a more human way. Pepper, a humanoid robot developed by the Japanese firm SoftBank Robotics can greet customer on their arrival and also do a little dance with them. Alongiwththis the robot is able to send messages based upon the facial recognition software that is installed in the robot. SoftBank Robotics claims that in a few time the robot will be able to suggest the most stylish clothing to its customers.
While the Japanese firm is still testing the robot, KFC in China is able to create a shopping experience based on facial recognition. Walmart applied for a patient that can analyze the customer satisfaction based on face recognition. And JD.com already announced that they have come-up with unmanned stores which will be able to take payments just by using facial recognition technology.
Fung Global Retail & Technology did a research and concluded that $178 million has been spending on facial recognition applications in the year 2016. While Technavio predicts that this will increase 23% by the year 2021.
To warp it all up
When you’re creating your retail store, you should think about how the clients will be perceiving the purchase process. It is not just about selling those products, it is about creating a memorable experience for them to remember and come back again.
It is so easy to get lost in the rat race of technological innovation, but what makes all the difference is creating something which will work out the five senses of its customers.