In an era where the global situation is changing rapidly, companies are required to not only understand the diversifying needs of consumers, but also to make major changes on their own.
As digital channels such as e-commerce and mobile apps become more commonplace, companies need to focus on providing the services consumers want and improving their experiences to differentiate themselves from the competition. there will be.
What measures should companies take to provide high-quality customer experiences and useful services? We will analyze and explain future digital marketing as well as unique customer experience measures being promoted by Kirin and Barneys New York.
Creating an environment for customer experience
As consumer purchasing behavior changes on a daily basis, companies need to create a “360-degree view environment” centered on the customer and provide access through a variety of channels.
What is essential for this is the introduction of digital technologies, including AI, that will strengthen the company’s services. The key is to analyze customer information from various angles, incorporate effective segmentation, and provide a customer experience tailored to each individual.
Below, we will introduce in detail examples of customer experience that Kirin and Barneys New York are working on.
Reference source:
What is the effect of 360-degree customer view to evolve digital marketing?
Kirin’s efforts
Kirin (Kirin Holdings Co., Ltd.), a major manufacturer and distributor of alcoholic beverages and other beverages, not only aims to improve the appeal of its products, but also to carry out “marketing that reaches customers.”
We will actively incorporate digital marketing to connect with customers by utilizing SNS, search sites, and online shopping channels called “ICT (Information and Communication Technology).”
In addition, in line with the declining birthrate and aging population, we are developing a new health business that “connects medicine and food,” and are working on services that can be useful for each individual’s health management, such as self-medication for customers.
In an example of using the solution, we used digital marketing to analyze in detail how our alcoholic beverages are consumed in physical stores, how they are purchased on e-commerce sites, and how they are purchased at mass retailers. By collecting specific information such as “What kind of impressions are people posting on SNS?” and creating scenarios of points of contact with customers, we are taking measures with a focus on changing attitudes.
Barneys New York initiatives
Barneys Japan Co., Ltd., which operates Barneys New York, a clothing, miscellaneous goods, and accessories store, defines customers as “wanting each person to be special” as an indicator of providing a high-quality experience. . The company has thoroughly implemented digital marketing that is close to its customers and has made a complete transition to customer-centric e-commerce.
Utilize technology to accurately analyze customer journeys in order to provide customers with a sense of exclusivity. We achieved “fan conversion” from “corporate recognition”, performed personalization, and analyzed customer behavior.
Barneys New York’s brick-and-mortar store, which is said to have strong physical store sales, coordinates information with the online store and strives to provide high-quality customer service.
In the future, it seems that they will provide an even higher quality of “special feeling” through digital marketing, such as creating an environment where product viewing data from online stores can be used in physical stores.
Reference source:
What is the effect of 360-degree customer view to evolve digital marketing?
summary
In a rapidly changing market, providing consumers with special experiences and proposing personalized and valuable products and services can no longer be said to be an essential measure.
It is important for companies to set up a platform that can centrally manage multiple channels and create an environment that can meet new consumer needs.
Reference source:
What is the effect of 360-degree customer view to evolve digital marketing?