CEO of Willow Ridge Digital we talked about experiential marketing and the future of voice-commerce.  We talked about the changing world of e-commerce and the rapidly growing role of Experiential Marketing - what it means for retailers, how it challenges traditional CRM and loyalty marketing practices both online & offline?

 

About Jane

Jane has over 15 years in marketing technology, working on personalisation, email, loyalty and relationship marketing strategy with retailers on behalf of technology companies - predominantly high street brands including Burberry, Boots, Marks & Spencers and Easy Jet to name a few.

- Founder of Willow Ridge Digital; CRM and Marketing consultancy

https://www.linkedin.com/in/jeedixon/

 

Why Experiential Marketing?

Experiential marketing is a growing trend which involves marketing a product or a service through experiences that engage the customers and create an emotional attachment to the product/service.

Physical and interactive experiences are used to reinforce the offer of a product and make customers feel as if they are part of them.

Experiences are positively related to customer's attitudes, mood and behaviours. They also represent a means through which a company can gain a competitive advantage by differentiating itself from competitors.

To achieve success, experience should be engaging, compelling and able to touch the customer's senses and capture his/her loyalty.

Case Studies: 

- Builds brand engagement - Sprite Showers

- Live the brand - House of Vans skatepark

- Technology to excite and delight - Burger King and burn rival ads AR app

- Argos - teamed up with Google home shopping last year

- Waterstones - 3 consecutive years of profits, oldest loyalty scheme on the high street, knowledgeable booksellers and enhanced in-store experience, coffee shops

- Virgin Holidays - experience store in Cardiff - mock-up of airline cabin and VR ride over some of the resorts

- Zara, FarFetch & Chanel trialled Augmented Reality and are now rolling it out

- McDonald's purchase of DynamicYield ($300m), personalisation of menus and offers

- TGI Fridays - cloud-based POS & integrated app = customer rewards & nudge marketing 

- Amazon Go - frictionless shopping in your lunch break 

- Alibaba's Hema store, QR codes for product information, app to book seat, robots stocking shelves

- Glossier - in-store editors writing editorial/marketing collateral based on customer experiences (Purchases completed offline)

- Rothy's - ethical and all women-led

- Nike By You - personalised and community orientated

- Peloton - app-based, digital memberships & personalised classes, leaderboards based on biometric data