Experience More – Digital Toolkit looks at how technology is used by brands to provide an enhanced customer experience, putting the consumer at the heart of the matter and providing a seamless product/service delivery. Brands are experimenting with all sorts of technology: some will be highly disruptive, while others will be short-lived gimmicks. Ultimately, integrity and trust will be the defining qualities for long-term brand success.
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Technology is a key driver of consumer trends, and brands are increasingly adept at working with a variety of digital tools in their toolkit to provide the most context relevant,seamless and engaging customer experience.
Thanks to the rise in smartphones, augmented reality is moving into the mainstream, weaving the virtual and real world to enhance storytelling.
Artificial intelligence, such as virtual assistants and chatbots, is helping to drive customisation, democratising curated services for the masses.
In the era of fake news, trust between individuals, brands, governments and institutions is broken. The power of the crowd drives trust and informs business.
Consumers dislike data sharing and worry about their privacy, but expect their needs and preferences to be tailored to. Brands need to tread a fine line in capturing and applying personal data to personalise experiences.
Mobile technology and blockchain allow brands to provide transparency on the supply chain, especially for food quality and provenance for product integrity.
Thanks to disruptive innovation, technology has the power to transform lives for the better, tackling mankind’s major challenges of disease, hunger and pollution.
New technological advances will offer truly transformation experiences, and increasingly be dictated by the consumer’s mood and emotions. Ensuring the responsible use of technology will be paramount to avoid “big brother”.