The insights from the data that emerge from various on- and offline touchpoints with the customer and from products and services that are connected to the internet, offer more opportunities for brands to design the well-known service utility, such as Toon from Eneco . A service utility can be described as an extra service, linked to a product or brand. This is a service that offers the user added value and makes life easier. The service utility also generates data that can be used to offer the customer a more personal experience. In an earlier article by Jolanda and Lars, you can read more about the use of branded (service) utilities .
6. A nearly seamless, personalized and consistent brand experience
We hardly see any good examples in practice of brands that have implemented an omnichannel strategy. Burberry comes close (source: webcredible.co.uk ). They use the latest technologies with, for example, the Bespoke feature , in which the customer can put together her own trench coat and has easy access to the other touchpoints. Recently, and in collaboration with Google, the innovation Burberry Kisses was also launched.
Personal recommendations in “My Burberry” and full interactive web tool “Bespoke feature”
Personal recommendations in “My Burberry” and full interactive web tool “Bespoke feature”
In addition, Burberry overcomes the technical limitations of each channel by providing seamless access to an alternative channel. And the customer also gets a personalized experience thanks to a customer environment called 'My Burberry', which remembers the customer's preferences and applies them to each channel. Burberry has also applied a jordan phone data consistent brand style across channels.
In order to recognize the customer and offer him personalized and innovative products and services, the basis of a successful omnichannel strategy is big data.
Brands can gain more insight into customer preferences, daily activities, locations visited with times, feelings, photos taken etc. These insights are based on data that comes in via various on- and offline touchpoints with the customer and from products and services that are connected to the internet. An activity tracker, such as Nike Fuel , generates a huge amount of data about usage, location, number of kilometers, times etc. of the customer. All these insights can be used to focus on the needs of the customer and serve him better.
Collecting & analyzing relevant data
The challenge for brands is to organize themselves to collect and analyze relevant data by asking themselves the right questions. And to link the use of their own data (customer profile, context and behavior) to external data sources (e.g. weather, prices of other providers, etc.).
- Board index
- All times are UTC
- Delete cookies
- Contact us