How to Score It in the Digital Experience Economy

We love to talk about journeys. Exchanging travel stories, and the journeys of our lives can build a connection, and turn strangers into friends.

With the virus and lockdowns, you and I, more than ever, have gone completely digital to carry out tasks of daily living – grocery purchases, food deliveries, banking transactions, and uhm.. perhaps, job applications?

Common to each of this task is the online experience a.k.a journey. Beyond wanting the goods and services, a compelling and memorable experience sweetens the deal. It is the icing on the cake.

It is about Emotions

The “Experience Economy” is not a new term.

In 1998, Joseph Pine II and James H. Gilmore first offered this idea of “staging the experience” to the world in a Harvard Business Review article.

Fast forward to 2020, that wisdom speaks truth in volumes. Today, a positive digital experience is an expectation. The Conscious consumer values the experience as much as (or even more) than the product/service. In the space of online retail, this means that we have to figure out how do our customers feel about the overall digital experience.

Breaking it down further, what defines the customer’s experience is the customer’s journey.

How the customer would remember his journey is how he feels about his journey i.e. his emotions.

In short, it’s all about evoking the desired emotions when we are connecting with our fellow tribe in the digital space.

Time well-spent and Time well-saved

 

We all have 24 hours a day. No matter how much technology advances, this fact isn’t going to change (we hope). Technology makes our lives better and it also changes consumer behavior.

Today, customers choose a product based on the digital experience they get when they engage with a brand. Making it Simple for the customer is the difficult part. At each step of the user journey lies the possibility of a pause moment where the customer can re-consider his intention to buy or convert. Hence, it’s a no brainier that the longer the journey, the more opportunities you are offering for a potential purchase decision to be hijacked.

We like to define our experiences, that’s how we share them with our friends and family. If you think SIMPLICITY, FLEXIBILITY, POSITIVITY, your head is in the right place. In short, make it worth a customer’s time to engage with your brand online.

And, one more noun, CONTROL. In a digital experience economy, we want to put the customer in the driver’s seat, and then observe the interactions and behavior that emerge once they have control.

Ultimately, use these observations to design and enhance the customer journey that will fuel the right emotions.

So, how simple is SIMPLE?

If you have grabbed a lunch or a snack at AMAZON GO, you know how swift the process is. It is as long as you take to decide on what you want. Like, seriously.

There’s no lines, no standing in queue, no check-out counters. You simply walk in, grab what you need and go. The only thing the store has is hundreds of cameras to track your every move. So, be sure to smile.

Before you enter Amazon Go, you must install an app. AMAZON GO uses sophisticated recognition software and artificial intelligence to figure out what you have grabbed and charge the right bill to the right customer. The weight sensors on the shelves know when you have taken something, and when you’ve changed your mind and put it back.

Explore the Possibilities of Online Retail

So, how do we translate simplicity and flexibility into online, and create the WOW moments?

1. For starters, can we pay with our smile, face or voice?

The online space needs to hasten its pace to make facial/ voice payment technologies more ubiquitous and acceptable. China has its own version of self-service supermarkets and Chinese shoppers are ahead in embracing facial recognition technologies.

For example, for a one-time purchase, do you want your customer getting up to retrieve that credit card, punching in the long string of numerals and clicking through the personal data fields. That one-time purchase, if made simpler and faster, can draw customers to return.

2. Next, how about automated/ relative pricing?

Can prices be relative based on likes, demand, and loyalty? If you fall in love with an enchanting dress that doesn’t quite capture the imagination of most ladies, can you get it at a cheaper price now, instead of waiting for that seasonal discount? Is it possible for prices to fluctuate in real time based on demand and supply, just like ride sharing?

There’s a whole realm of possibilities to work with online.  At Fenzo, we have a range of digital solutions, fully customization to suit your business needs. Let our team help you. Start experimenting now and you may find yourself leading the trend!

 

How to Express Brand Empathy

People feel vulnerable now. Many have to live their lives in the digital cloud, often not by choice.

Just like a human, a brand has to learn how to be + have at every level of social evolution and crisis.

We think that to do this well involves a trait called Brand Empathy.

Empathy means putting yourself in another’s shoes and truly identifying with their situation.

There are a few things to keep in mind for a brand to manifest brand empathy.

1. Curate your content based on current events or trending topics

Guinness shifted its focus away from celebrations, and leaned into a message of well-being and lifting each other up with the hashtag #wewilltoastagain. In these delicate moments where no place feels safe, a brand has to be present with empathy in order to stay connected with its audience.

How Guinness changed tack is a good example that the nuances of your brand personality are more colorful and delicate than ever.

2. Make goodness your brand ally

In 21st century marketing, marketing is no longer about creating illusions and beautiful gleaming things and people. Today, a consumer cannot associate with or be bought into a brand without ascribing to the underlying value that the brand stands for.

To a certain level, as human beings, we all want to prompt change in both ourselves and/or the world to make it a better place. A not-too-difficult way to do it is to associate ourselves with the content we consume.

Adobe did what it does best. It used its creativity to honour the people who continue to keep the world turning.

Top fashion brands like Prada, YSL and Gucci pivoted and re-tooled their manufacturing facilities to produce face masks in response to the shortage caused by COVID-19.

But, let us also be clear, association with goodness or the right value is not overly trying too hard to tap into a cause or make a social impact.

3. Touch that void

Okay, “touch that void” sounds a little elusive.

We are breaking it down. This involves a few aspects:

First, figure out who are you really targeting i.e. your niche audience. Mass appeal is not the way to go here.

Second, seek to educate or entertain, or simply be kind and care enough for your niche audience.

A google consumer insights report showed that millennials with their heavy use of technology are actually self-starters and doers; they do not merely love to take and pose selfies. Another consumer report (consumerclarity.com) says that the millennial generation is not interested in businesses that are driven by the bottom line without a greater good component.

Third, build an authentic relationship.

Listening and creating trust do not happen instantaneously. This is a furious nod to the age-old adage that content is king. Content needs to be valuable, which goes back to our second point. Content also needs to be consistent, so that we can give something for our niche audience to rely upon.

Dove displays empathy with its audience with its 2013 “Real beauty sketches” campaign. The ad sought to evoke an emotive response with its powerful underlying message that you’re more beautiful than you think. It depicts women’s struggle that the concept of beauty is passively found and seek to promote positive self-esteem.

Empathy has taken on a new level of priority! As human contact becomes restricted, we shouldn’t forget the importance of the human touch.

The team at Fenzo believes that creativity fuelled by empathy creates a double win, for our clients and their target audience. Let us help turn your brand into a good read, and make it harder for people to put it down!

 

How to Make a QR Code in 7 Easy Steps

If you ever saw a square-shaped with black and white symbols, then you’ve probably encountered a quick response code, or QR code for short. It usually has pixel- like patterns, and looks like this:

QR codes are used to take information from a transitory media and put it in your cellphone by scanning the code. Once it is in your cellphone, it may give more details regarding the product, such as links, event details, coupons or discounts, and other information.

Barcodes vs QR codes

A barcode contains information, such as the product’s manufacturer, price and so on. Yet unlike QR codes that can be read by smartphones, it can only be read by barcode machines. It has a small collection of black parallel lines with varying width and thickness, and numbers below it. It looks like this:

Since a barcode is rectangular in shape, it can only be scanned horizontally. QR codes are square-shaped, so it displays their data horizontally and / or vertically, and can be scanned from any direction for 360 degrees. Because of this, it can hold more characters.

QR codes are also interesting to look at, and from a marketing point of view, it enhances the probability of engaging the customers. Whilst a barcode is for the benefit of a company and its employees, such as a grocery store clerk checking out the items of a buyer; a QR code enables the consumers to learn more about a product, and engages them on as to what the company has to offer.

How do QR codes enhance your business?

Nowadays, almost everyone has smartphones. A QR code scanner is easy to download, free of charge, and scanning a QR code takes less than a minute. You can use QR codes in:

  • directing potential customers to your website, Facebook, twitter, Instagram or other social media accounts
  • using it as a discount coupon to be checked out on the counter or alternate the conventional price tag into a digital one
  • promoting your contact information

These are just the possible advantages of using a QR code for your business. Want to give it a try? Below are steps on how to make your own QR Code:

1. Choose a QR code generator

There are a lot of QR code generators out there. However, be sure to check the following features:

  • compatibility to most QR code readers
  • design customization
  • whether it tracks the performance

Here are some QR codes generators:

  • me
  • Visualead
  • Kaywa
  • QR Code Monkey
  • qr-code-generator.com
  • Create QR code by Google App Engine
  • The-qrcode-com
  • Free QR Code Generator by Shopify

2. Choose your content

What type of content do you want users to access after they scan your code? There are 10 types of possible content, namely, URL, vCard, text, e-mail, PDF, SMS, App stores, or images.

3. Enter your data

Once you’ve chosen your content, a form will appear where you can fill out the information. You will a set of fields where you can enter your contact information, and supplementary details regarding the manufacturer, and your product.

4. Customize

Depending on your chosen QR generator, you can customize your QR code to your liking. However, bear in mind that too much customization can make it more difficult for QR code readers to read the code. Preparing two versions is a good idea – a simple one, and one with your preferred design.

5. Test it

Before launching it to the public, it is crucial to make sure that it works properly. Test it on multiple QR readers to maximize the probability that it can be read by a wide array of people.

6. Advertise

It’s ironic, isn’t it, that you need to advertise your advertisement? But a QR code will be useless if people don’t see it. You can distribute it on social media platforms, print ads, or anywhere where people can conveniently scan it.

Also, even if we’re in the digital era, bear in mind that not all people are tech- savvy. It would be helpful if you include instructions on how to use it.

7. Track its performance

Are people viewing your code and redeeming your offer? Are they only viewing it? Are they even scanning your code?

Knowing these will help you determine if your QR code is functioning, and what modifications can you make if it isn’t. Just like any marketing strategies, feedback from your consumers is important. If it isn’t generating enough people, you probably need to work on your distribution, or the code itself.

These are just steps to guide you in your business. However, bear in mind that advertisements are only supplementary, and your products are your stars. With that being said, best of luck in your endeavors!