Shaping the future consumer life cycle with android and contextual marketing strategies

MIEL VAN OPSTAL - SEPTEMBER, 2017

ANDROID & CONTEXTUAL MARKETING STRATEGIES

SHAPING THE FUTURE CONSUMER LIFE CYCLE WITH

linkedin.com/in/mielvo

@coolz0r

Today’s Digest:

Lifestyle Automation

Bot Life

The Battle for The Smart Home

Intelligent Algorithms

Android Experiences

Customer-Centric Content & Data

Customer Love

Beyond Loyalty Programs

LIFESTYLE AUTOMATION

Personalized & Intelligent Conversational Services

VIRTUAL CONCIERGE SERVICESARE COMPETING TO OWN ALL YOUR

PERSONAL & INTIMATE DATA

2015

FACEBOOK WANTS M TO BE THESMART, PERSONAL CONCIERGE,CATERING TWO BILLION PEOPLE

viv.ai

WHEN INTELLIGENCE BECOMES A UTILITY (ACQUIRED BY SAMSUNG)TO SIMPLIFY YOUR EVERYDAY LIFE

viv.ai

BIXBY, THE INTELLIGENT PERSONALASSISTANT - THE MAJOR REBOOTFOR SAMSUNG’S FAILED ‘S VOICE’

ARTIFICIALLY INTELLIGENT MOBILE CONCIERGEASSISTANTS COMBINE CONTEXTUAL DATA WITH

PREFERENCES & BEHAVIOURAL INFORMATION

BOT LIFE

OUTSOURCING YOUR PROFESSIONAL TIME-CONSUMING TASKS TO

AUTOMATED VIRTUAL ASSISTANTS

AUTOMATED MEDICARE SERVICESCONNECTS WITH WEARABLES

SUPPORTED BY VIRTUAL NURSES

ABE, A FINANCIAL CHAT BOTDELIVERS A TAILORED BUDGET

BASED ON YOUR LIFESTYLE

source

BANKBOT IS INTEGRATED WITHONLINE RETAILERS, ENABLING

IN-APP PAYMENTS

source

source

Since her debut in March, ‘Eva’ has interacted with over 530,000 unique users, holding 1.2 million conversations and addressing 2.7 million queries.

KLM’S MESSENGER BOT IS YOURTRAVEL BUDDY, A CONCIERGE SERVICE

FOR AUTOMATED ASSISTANCE

source

CONCIERGE SERVICES FACILITATEREAL-TIME FULFILLMENT OF URGES, IMPULSE NEEDS & SUDDEN DESIRES

source

A CENTRAL COMMAND CENTERFOR ALL SORTS OF TASKS

AND SERVICES

GOGOBOT (TRIP.COM) IS AN ARTIFICIAL INTELLIGENT BOT SERVICE THAT WANTS TO BE YOUR DEDICATED TRAVEL AGENT

The new option will enable

users to register their credit

card info (or use the credit

card info they’ve already listed

with Facebook) to make

purchases without ever

leaving the app.

BUY IT FROM WITHIN A CHATSAY HELLO TO

CONVERSATIONAL COMMERCE

IBM BUYS FLUID’S XPS PLATFORM TO HELP PEOPLE DISCOVER AND BUY THINGS THROUGH CONVERSATIONS(XPS: EXPERT PERSONAL SHOPPING)

XPS essentially has created what IBM believes will be the

future of how people interact with commerce (and other)

services in the future.

THE BATTLE FOR THE SMART HOME

GOOGLE’S ASSISTANT IS CROSS-PLATFORMAND COLLECTS WEARABLES, MOBILE, AND

CONNECTED SMART HOME DATA

CONCIERGE SERVICES OFFER AN INTERFACE TO MANAGE AND

CONNECT YOUR SMART HOME

source

AMAZON ECHOIS A VIRTUAL CONCIERGE

READY FOR E-COMMERCE

AMAZON ECHO IS NOW ASMALL HOME ROBOT

THANKS TO OMATE YUMI

souce

AMAZON DASH BUTTONS COULD BE BUILT DIRECTLY INTO HARDWARE OR TO BE OFFERED FOR A PRE-SETRECURRING PURCHASE IN EXCHANGE FOR DISCOUNTS

By the end of 2017, watch for

room-based screenless devices to be in more than 10 million homes.

By 2020, 30% of web browsing sessions will be done without a screen.

PRIVACY AS WE KNEW IT FROMAN ANALOGUE PAST

HAS VIRTUALLY DISAPPEARED

INTELLIGENT ALGORITHMS

A machine is intelligent if it manages to pass itself off as a human when faced with a human. The Turing test (1950)

TEMPLATED CONVERSATIONS ARE BASEDON REPETITIVE INFORMATION REQUESTS

AND PREDICTIVE PROBLEM SOLVING

REAL-TIME SPEAKER STATE CLASSIFICATIONSFROM SPOKEN AUDIO DISCOVERS SENTIMENT,

COGNITION, EMOTION, HEALTH &COMMUNICATION QUALITY.

"The more data that is collected and analyzed, the greater the economic value it has in aggregate”

"Data has a shelf-life and the economic value of data diminishes over time."

"The economic value of information multiplies when combined with context, meaning and right time delivery."

“Big Data is useless if you can’t mine it for relevant and actionable (customer) information . Smart data is what you really need."

Powered by advanced machine learning, deep learning, predictive analytics,

natural language processing and smart data discovery, Einstein’s models will be

automatically customized for every single customer, and it will learn, self-tune, and get smarter with every interaction and additional piece of data.

Most importantly, Einstein’s intelligence will be embedded within the context of

business, automatically discovering relevant insights,

predicting future behavior, proactively recommending best next actions and even automating tasks.

ANDROID EXPERIENCES

COMPANION BOTS FOR KIDS AND ADULTSTO FIGHT THE FEELINGS OF DISCONNECTION

AND INTERFACE ALL PAIRED DEVICES

Provide an experience which combines

the retail store, eCommerce and

mobile customer journeys – seamlessly.

Deliver on Customer Expectations.

ADIVERSE: INTERACTIVE IN-STOREEXPERIENCE, SEMI-AUTOMATED

WITH GESTURE-CONTROL

NIKE: THE AR-POWERED, OBJECT TRACKING,CUSTOM DESIGN, INSTANT PROJECTION AND

ONE-HOUR PRINTING / 90 MINUTES TO WEAR

THE WALL AGGREGATES LIVE UPDATES FROM FACEBOOK,INSTAGRAM AND YOUTUBE, WITH RANKINGS &

SCORES FROM INTERNATIONAL AND LOCAL SOCCER TEAMS

BOOT ROOM: A 65” INTERACTIVE MULTI-TOUCH SURFACE SHOWSREAL-TIME ERP-DRIVEN PRODUCT AVAILABILITY & COMPARISON,RFID ENABLED PRODUCT DISCOVERY PAIRED WITH 3D-CAMERAS.

source

ALWAYS AVAILABLE AND ONLINE,EXTENDING STORE-HOURS

TO A 24/7/365 EXPERIENCE

INTERACTIVE PRODUCT EXPERIENCESWITH SMART MIRRORS

AND INTEGRATED COMMERCE

SELF-SERVICE TO COMBATWAITING TIME FRUSTRATION AND

MAXIMIZE STAFF WORKLOAD

SELF-SERVICE TO STIMULATECUSTOMER ENGAGEMENT

AND COLLECT PERSONAL DATA

USING THE MOBILE APP TO PLACE ORDERSINCREASES TIME SPENT PER VISIT WITH 20%

& AUGMENTS RETURN FREQUENCY BY 6%

source

BY 2020, 100 MILLION CONSUMERSWILL SHOP IN AUGMENTED REALITY

1 IN 5 GLOBAL BRANDS WILL USEAUGMENTED REALITY IN THEIR

SHOPPING EXEPERIENCE BY Q4 2017

“AI is the foundation for everything we do. We create intelligent experiences. AI is the kernel that powers that experience.”

– Greg Chambers, Global Director of Digital Innovation, The Coca-Cola Company

THE COCA-COLA COMPANY WANTS TO EQUIP ITSVENDING MACHINES WITH A SIRI-LIKE ARTIFICIAL

INTELLIGENT VIRTUAL ASSISTANT, ALLOWINGA MORE PERSONAL SERVICE AND SMART CONTEXT

Coca Cola closely tracks how its products are represented across social media, and in 2015 was able to calculate that its products were mentioned somewhere in the world an average of just over once every two seconds.

Knowing this gives insight into who is consuming their drinks, where their customers are, and what situations prompt them to talk about their brand.

The company has used AI-driven image recognition technology to spot when photographs of its products, or those of competitors, are uploaded to the internet, and uses algorithms to determine the best way to serve them advertisements.

Ads targeted in this way have a four times greater chance of being clicked on than other methods of targeted advertising, the company has said.

source & source

Using augmented reality allows technicians to receive information about equipment they are servicing, and get backup from experts at remote locations who can see what they are seeing and help to diagnose and solve technical problems.

It is also used to inspect problems with vending machines and dispensers in remote or difficult-to-reach locations, including cruise ships while they are at sea.

source & source

COCA-COLA’S RETAIL LOCATION IN ORLANDODELIVERS THE ULTIMATE IMMERSIVE AND

SUPERIOR BRAND EXPERIENCE TO ITS FANS

source

RELEVANT PERSONALIZED INTERACTIONSBEACON-TRIGGERED TAILORED CONTENT

ENGAGING PROXIMITY COMMUNICATION

source

DOORDASH IS DOUBLING DOWN ON ITS EFFORTS TO EMBRACE ROBOTS AND ENHANCE ITS

AUTOMATED ON-DEMAND FOOD DELIVERY SERVICE

source

LOWE’S IS AUTOMATING MOST OF THE BASIC COMMON GENERIC EMPLOYEE INTERACTIONS

IN FAVOR OF A BETTER CUSTOMER EXPERIENCE

CUSTOMER-CENTRIC CONTENT & DATA

USING CRM SOLUTIONS TO CONNECTSMART DATA COLLECTED FROM

DIFFERENT DIGITAL TOUCH POINTS

https://www.getdor.com/

A WIRELESS, THERMAL-SENSING PEOPLECOUNTER AND ANALYTICS DASHBOARDHELPS PREDICT CUSTOMER BEHAVIOUR

RETAILERS OFTEN MISS THE DATA ANDINSIGHTS THEIR ONLINE COMPETITORD

METICULOUSLY TRACK & MONITORsource

THE NÄRAFFÄR STORE IN VIKEN

(SWEDEN) IS FULLY AUTOMATED

CUSTOMER ACCESS & INVOICING

IS HANDLED VIA THE APP

source

TO REMOVE FRICTION & FRUSTRATION

TO CREATE DELIGHT & SATISFACTION

SOLVE PROBLEMS

SAVE TIME / MONEY

SIMPLIFY

CONNECT

CUSTOMER LOVE

http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food-from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a

WASTE MANAGEMENTUPCYCLING AND LOCAL INITIATIVES

CREATE DEEPER CONNECTIONS

source

INVENTIVE COMMERCIALIZEDLEAN & AGILE NICHE SERVICES

CAPITALIZE ON SYSTEM GLITCHES

source

THERE IS A MARKET FORCATERING PEACE OF MIND

AS A CUSTOMER SERVICE

Outsmart Brands is designed to help you find perfect, money saving alternatives to expensive brand products! It's simple: Get the features you want and save money.

THE OMNICHANNEL SHOPPER ECOSYSTEMIS IN FACT AN EXPERIENCE LIFECYCLE

AND NOT JUST A CUSTOMER JOURNEY

https://atlis.me/

ATLIS LETS PEOPLE ASK FOR THE BESTPLACE TO EAT AND PAYS THE RECOMMENDERS

WHOSE SUGGESTIONS ARE TAKEN

Stores of the future will emphasize selling experiences and lifestyles over products.

The retail model of the future is to provide value-added services attached to a product.

source

source

MEANINGFUL CONTEXTUAL COMMUNICATIONREPLACES GENERIC MESSAGES

WHAT IF AMAZON DIDN’T JUST DELIVER PRODUCTS BUT ALSO LEVERAGED ITS NETWORK TO COLLECT YOUR WASTE?

Amazon could create a revenue stream out of recyclables, while rewarding users for better habits.

Amazon would learn our preferences by our garbage, and could incentivize us to become greener and more conscious.

20% OF TOTAL US SALES ARE GENERATED THROUGHMOBILE ORDERS – THE MOBILE LOYALTY CARD

HOLDS A DIGITAL WALLET AND ORDER-AND-PAY-AHEADSERVICE TO STIMULATE THE APP USE AND PROMOTE

THE REWARD SERVICE WITH THESE SPECIAL BENEFITS

PAY-AHEAD TRANSACTIONS HAVE CROSSED THE 10%MARK OF TOTAL SALES

AND STARBUCKS HAS $1.2 BILLION DOLLAR LOADEDIN THE DIGITAL WALLETS

THE MOST IMPORTANT METRICS TO TRACKFOR A LOYALTY OR REWARD PROGRAM ARE

THE NUMBER OF PURCHASES MADE ANDTHE AMOUNT OF MONEY A CUSTOMER SPENT

INCREASED LIKELYHOOD OF SHOPPINGAT STORES WITH LOYALTY PROGRAMS

THE LOYALTY PROGRAM IS AN ESSENTIAL PHASEIN THE GLOBAL ACQUISITION STRATEGY

Take-Aways for Today

• Collecting and Processing Real-Time Analytics

• Owning the Buffer Zone Between Your Brand and Customers

• Tailor the Journeys - Evolve to a Lifecycle

• Semi-Automation or Contextual Android Marketing is Key

• Help, Serve, Cater, Supply, Educate, Share, Reward, Confirm

Apply to: B2B, B2C, C2B & O2O

linkedin.com/in/mielvo

@coolz0r