Retailers today struggle with what to give customers in store, how to create a memorable experience, and how to create additional value and revenue. All are trying different tactics to increase revenues and loyalty through mobile /social sharing in store.
The question is, are these repeatable models to scale? Who owns this experience in a brand? Is there a central owner? I’ve heard more times than I can count that within each brand there are no short of 5 heads of marketing, each having different P&L, responsibilities and agendas. And then there are the brands’ agencies (plural), which all have different roles and agendas. So which agency and which VP of Marketing owns the “new hybrid” customer experience in store? When you determine who the owner is, where is their knowledge coming from? The lack of knowledge in the industry today on mobile is one of the main reasons so many brands have not done mobile, or have not done mobile well.
Mobile is exciting and it’s all over the news; you can’t help but read about a new mobile campaign rollout these days. Should you make corporate decisions by following what other brands have done? Do you really want to follow exactly what your competitor is doing? Anyone can hit one homerun but that doesn’t get you an over .300 batting average. You have to engage a company that lives and breathes mobile, you can’t run your business day to day and be in tune with every new technology out there.
Now, let’s talk about the new hybrid customer experience. This is the experience in which customers engage with a brand in store in the new “digital, interactive, mobile, social” realm. The reason I don’t give it a name and it can be classified into four categories. No one knows what to call digital interactions in store.
One size consumer experiences do not fit all. We have to look at our new consumers groups and how they want to engage, the channel they want to engage and how to get them to re-engage and come back into the store. This is the biggest miss by brands in the marketplace today.
Each brand usually is targeting multiple demographics. First you must outline a mobile strategy to understand your demographic channels, how to engage and how often to re-engage. It’s just as important to first run “blocking and tackling” campaigns prior to “trick plays”. We see more brands trying to do far out innovative things and a only few will stick, but creating a foundation for building a mobile database that will last and not just be “one timers” is built from the main steps in mobile.
So who are the demographics and how do you reach them?
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqpFJ194igMDVzUzuYry_WseN_ThCdY9VYzlRU2nBSg95-inlBuWCXmWsc1tpfFlLFQ2EkFu-O-2oLMdRyMiv40ahIZCbTTUsi_DqFjRVX0EaP2EIv0P7hxrwQtK_gu3QUL0uVv-M7Umuj/s200/Texting_momDaughter_shopping.jpg)
- High text frequency
- Use text to keep contact with kids
- Search for locations and products on the go
- Opt-in to mobile campaigns to get value add
- Growing in smartphone usage
Minorities
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgxrqeFVNswIkDM75QporeTbESTuLwBRSm7KKngqPhAfOF-m7fBkj-bo3Lgtm1imjo12XV_JPHu8uX44O5P8DHIzNWzT2ldUxRWFcFfIxuOYFZNEco8R-wXmmcU_vcrj6vijt4tqGwEwiIG/s200/78367885.jpg)
- Cell phones are primary household phones
- Low landline usage
- Low in-home internet access
- Primary text users and watch cell phone minutes carefullyLow smartphone usage, typical phones are WAP or xHTML
Business Stakeholders
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiP8-vJI4slOmR8GSjxxo6Ws6HCdUqx4u1NfwE4wecBYMKVOQoR4izWy_5WoSM9SG5Ii2Y6rgh5y-mLLQUjEgt3vrSGPHeSV-CemP8WxnOTkjGpEoBxVdO8e8Uzsush7rhTnOGjR5swley5/s200/Man+on+Phone.jpg)
- Sales, technology, and management
- High smartphone usage
- Uses a combination of text, email, and internet
- Typically has 7-10 applications downloaded and uses 2-4 regularly
Corporate Business
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLXeKNrEfA9rKh_q9VifP4FwjSw7Pcgt681MO59WF6WMF_HNh2J9DkKsCIbmzgqj5x9-rcMfFFGe47tV5llY4R5cQjhkcMWXL5wbmYO4DRuDDpvTmhZ3nC06ua387WBWdvcsOd3iV8jXnT/s200/Travel_cellphone.jpg)
- Corporate America employees connected through Blackberries
- This group works for corporate America , uses Blackberries frequently due to fast response via email and text
- Low adoption rate of smartphones due to security issues with iPhones and Androids
- Uses internet often, limited applications downloads
Tweens
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEizRRsvVP-PWHra0wSLh7j4eUbKuZ2mV35PwbpoTYr_9ZIKdUu9RWDbRgNWxs43iAvHwWt26j6d1HYtSO1JUEUq4Oi0nkXSCi1rlT7v16t0bpIZSKySIKemtbM9_5OrX9Hyjfchfs1vS7S_/s200/Friends+with+Phones.jpg)
- Uses feature phones and "smaller" Blackberries
- Parents pay phone bill to reach this demographic
- 90% texting, 10%
- Very limited smartphones in this demographic due to cost
High School/College Kids
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1STZ9J7UhY-QRGbrGqg0oPw4gYP_EjHDw2JgrSqpFRkWSUtCOLRBFsLlsW_qhrW-54BE9Mz34SUiiKRaiC_TjkSPG9nk46jcnS564ph0ArF1lJxLaZR_8Ig1M2d-psRIuBXoAflINC6AY/s200/2Young+People+Texting.jpg)
- Similar to tweens, using text frequently, voice less often
- Limited smartphone usage due to costs, although growing in college aged demographic
- High Facebook usage, although connects through mobile web vs. application
Non Mainstream Male
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOBrnErpLPMkIPJKQ1uOG9Zg4wsfoSV3ZyoeeILyQol9azmtvYAhlIO7LF_wUZ6Sqxm0mhIpwM5ksWtTrlLoURpD_sYbhDD9o7Wuko53WSiJTaBXWga_lslw7fm6N3wW4VcBSE5IA_suRs/s200/Entertainment_texting.jpg)
- Early adopters of latest in technology and gadgets
- Gamers, surfers, skateboarders, and musicians 23-35 year old male.
- Highest demographic using Android OS powered devices
- Uses mobile devices for gaming and texting, not a fan of "voice" conversations
So how do you connect and make an emotional connection and experience with these different consumer groups in store? You understand the key drivers around purchasing behavior, social behavior and choose interactions and experiences that go across multiple mobile channels to appeal to each demographic.
If you roll out a QR code program for tweens or minorities it will fail. If you roll out a QR code and SMS program for tweens, minorities and Moms, you will see the interactions by channel and give these groups multiple ways to engage with the brand.
More on Hybrid experiences and closing the gap in my next post.
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"hybrid experience" refers to a combination of physical and digital elements in various contexts, such as events, education, work environments, and customer interactions. Digital technology enhances hybrid experiences by enabling virtual interaction, overlaying digital content onto the physical world, and creating immersive virtual environments. Digital tools allow for the creation, distribution, and consumption of digital content, such as presentations, videos, documents, or training materials, which can be accessed and shared both in-person and remotely. Cloud-based collaboration platforms like Google Workspace, Microsoft 365, and Dropbox facilitate collaboration and document sharing among remote and in-person participants. IoT devices, such as sensors, wearables, or smart objects, collect data from the physical environment and transmit it digitally, which can be analyzed and visualized to enhance hybrid experiences. Mobile apps and devices enable users to access digital content and services on the go, allowing for seamless integration between physical and digital experiences. Data analytics and insights are also enabled by digital technologies, providing valuable insights into user behavior, preferences, and trends. This data can be used to personalize experiences, improve processes, and make data-driven decisions in hybrid environments. Overall, digital technology plays a crucial role in enhancing hybrid experiences by enabling virtual interaction, providing access to digital content and tools, facilitating collaboration, and leveraging data to optimize user experiences.abogados divorcio mclean va
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"The Hybrid Experience: How Digital Transforms Reality" delves into the intersection of digital technology and real-world experiences. It likely explores how advancements like augmented reality and virtual reality are reshaping industries such as entertainment, education, and marketing. However, to enrich the content, consider delving deeper into case studies or examples illustrating the transformative power of digital experiences. Additionally, offering practical insights or tips for businesses looking to integrate digital elements into their operations could enhance the resource's value. Overall, it seems to be an intriguing exploration of the evolving landscape of hybrid experiences, poised to inspire both professionals and enthusiasts interested in the fusion of digital and physical realms. estate lawyers
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ReplyDelete"Hybrid Experience: How Digital..." provides a compelling exploration of the fusion between digital and physical experiences, illuminating the transformative potential for businesses. The article adeptly illustrates how this hybrid approach enhances customer engagement and fosters innovation across industries. However, it could offer more concrete examples or case studies to illustrate successful implementations and potential challenges. Nonetheless, it serves as a thought-provoking resource for businesses seeking to leverage the synergy between digital technologies and in-person interactions to create immersive and impactful experiences for their customers. semi truck accident lawyer
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ReplyDelete"The Hybrid Experience" examines the intricate interplay of digital, interactive, mobile, and social platforms in today's interconnected world. Through insightful analysis, the book illuminates how these elements converge to shape modern experiences across various domains. It offers a compelling exploration of how businesses and individuals can harness these technologies to innovate and engage effectively in a rapidly evolving digital landscape. With practical examples and strategic insights, "The Hybrid Experience" provides valuable perspectives on navigating the complexities of digital transformation and enhancing user engagement in a hybrid environment. abogado de familia espaƱol
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