Capturing attention and delighting usersManon Dubreuil
Consumers interact with hundreds of brands every day. These experiences shape their expectations and digital disruptors constantly raise the bar for everyone. Brands must keep an eye on these digital leaders and disruptors — Amazon, Sephora, Glossier — to identify trends that are resonating.
Experiences that reduce friction
Attention spans are short, meaning your brand, its product and presence must be convenient for consumers. This doesn’t just mean making incremental UX changes, but fully reimagining the ideal experience and how to deliver it.
It’s challenging to synchronise communications across channels. You need to identify preferred consumer channels and customise messaging based on previous interactions.
Companies with strong omnichannel strategies keep roughly 89% of their customers. Those with weaker offerings retain just 33%.
As companies conform to new digital formats and tailor content, users become less tolerant of companies that send generic messages. This is even more true since the wave of digitalisation driven by Covid-19.
French fashion brand Mise au Green accelerated its digital transformation for a post-Covid world, with convenient click & collect, e-reservation, ship from store, online personal shopper, etc.
As the majority of consumers become increasingly attached to their ever-present smartphones, many companies are reducing friction in how buyers find their brand by offering mobile shopping experiences and services.
Instead planning and paying for trips in person, travellers can book flights, select their seats, check trip statuses and make upgrades directly on their mobile device. Uber and Lyft disrupted the transportation industry with a mobile app. Apple went in a similar direction with their new credit card that integrates with iPhone apps, enabling users to pay, track and view the location of purchases with nothing but the phone in their pocket.
Novel experiences that delight
To stand out, brands must also consider localisation, personalisation, consistency and design. Consumers want something they can’t get elsewhere. It’s not enough to deliver the digital experiences we see today; it’s vital to experiment with new technology that could be the standard tomorrow.
Luxury car brand Maserati wanted to give its user a consistent 360 experience, through various touchpoints and target different audiences so, they diversified their investments in the following from direct marketing, search engine optimisation, social media, motion, print, media booking, lead management and data analysis.
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