March 2015

Customer engagement is an age old saga with consumer marketing sector. How exactly do you keep customers loyal and constantly engaged to a level that meets their need in all equal measures is often rather difficult to dissect. It is very unlikely to come across any business or brand in our digital age with absolutely no digital footprint. Think social media platforms as a starting point, every major business has some sort of social page linked to their website in-order to drive in-bound marketing.

So it is therefore paramount that one takes advantage of what they already have in their possession, as opposed to chasing what they do not understand. Social proofing is like the modern day currency of the virtual world. If you get it right, then you are in business for the long run. However any signs that your customers are not necessarily happy with your product offer or customer service goes viral as fast as one can blink. Understanding this new social “richness” and how to manipulate it and put it to good use for your business is just as important as running the business itself.

The problem with brick and mortar’s struggle to match the successes of the on-line world, is that they think that no one really cares about anything that happens on off-line. The sad and rather slow grasp of the fact that on-line and off-line worlds are increasingly becoming blurred because of the emergence of ibeacons and internet of things, is yet to be communicated across properly. You see, the thing is people really do care about what is going on with their favourite brands or businesses. They want to know what other people really think of their products before they buy them and whether their circle of friends will approve. It therefore comes as no surprise why businesses need to tap into their social proofing in-order to generate even better revenues.

With 85% of customers reading on-line reviews before making up their mind towards a purchase or venturing to a new restaurant, it certainly crucial to include customer review in real-time, so that chances to boost a brand’s social proofing are not missed. There a number of way to achieve this: the new Reyou app, provides an opportunity for brands to really see what their customers are saying about them. The Reyou app works with Apple’s ibeacon technology and will trigger customers to review a product or their experience at a particular shop, bar or restaurant, which automatically tags your brand and is shared on their preferred social platform. This is particularly important where proximity marketing and contextual customer engagement is involved.

It means that for every user of Facebook or Google looking for some where to eat or make a purchase, your business will reap this reward of favourable social proof because their friends have been there already and that gives them the re-assurance they seek.

To say the retail industry is experiencing a disconnect with its loyal customers that is at an all time high will be an understatement. Recent reports published by Ipsos suggest “The Retail footfall was down by 4.7% for this boxing day when compared with the previous year. Stores in high streets and retail parks suffered the most, with traffic down 7.1% and 7.2% respectively. Outlet centres saw 4.3% fewer shoppers, while town Centre malls and regional shopping centres, such as Bluewater in Kent and Meadowhall in Sheffield, fared the best relatively, with footfall slipping only 1.9% and 2.9% respectively” These results when compared with on-line retailers is seriously worrying, as it sets to drive home the fact that more and more consumers are felling extremely disenfranchised by their once beloved favorite high street shops.  When compared with its on-line counterpart, the off-line retail industry has being the most reluctant to adopt technologies necessary for improving the overall consumer experience of their loyal customers. They lack the personalization and contextualization that e-commerce retailers are perfecting and reaping the rewards for. With the lack of technology present on the shop floor, sales assistants are unable to access the data required, so as to detect when a frequent loyal customer is present and how to personalize the services offered, so that each individual customer can feel valued.

Companies like John Lewis are beating the competition because they have anticipated the change in their customer’s buying behavior and taste, and put in place necessary practices to ensure that they are ahead of the game. To further solidify its positon as a leader in both on-line and of-line retailing, it invested in  ibeacon powered devices that allows for offers, rewards and contents to be sent to each individual customer based on their personal preferences and context. This is particularly significant because it has found a way to bring the benefits of on-line personalization to the off-line world, by allowing only the contents that are relevant to individual loyal customer to be pushed to them based on their location. The overall point is that off-line retailers struggling to convert loyal customers into brand advocates and looking for ways to integrate personalisation and contextualisation in-order to increase their store foot-fall, still stand a chance of doing that. The Reyou ibeacon powered proximity marketing app can be integrated into your business to help drive both social engagement and recover lost customers. It provides each individual business with real-time data of what their customer’s personal preferences are, their current location, so that only contents relevant to those customers at that particular time are beamed and subsequently shared on social media platforms, helping your business create value and retain its core consumers.

Millenials are a weird bunch and over the past couple of years, we have witnessed brands swiftly go bust squarely because they have just refused to adopt technologies that keep this demographic engaged. 2015 is certainly not different, with the internets of things debate still dominating headlines in the world of tech and more businesses than ever deploying and adopting innovative POS systems and the ibeacon technology powered by Apple. We at Reyou Limited have sought to decimate and better help businesses understand why this shift in customers engagement pattern is so instrumental in the survival of their business

The most striking result to have emerged from this rapid change in consumer behaviour is the recent survey which concluded that “82% of millenials are more likely to use their phones than speak to a sales associate”. So it begged the question, why is this shift in consumer buying behaviour  so instrumental for businesses and why exactly should it bother brands as to where their core audience’s preference lies. The not so obvious answer to this really is, to understand your customers and better cater to their needs, you as a seller, need to understand their buying patterns and where they spend the most time during those crucial buying phase. i.e. mobile

Mobile is now king, and it is set to out-number PC’s in terms of the amount of purchase, payment and engagement generated via this channel in 2015. So it comes as no surprise as to why millenials would rather use their mobile devices than speak to a sales associate, who in their opinion might have a limited knowledge on what they seek versus the internet which harbours a great deal of information. The apps now being used by brands have become a lot more sophisticated and engaging in-terms of the contents they push out and how their rewards programs is merged with the app in real-time.  With the implementation of ibeacon technology and location specific marketing from the likes of Facebook, Google, Groupon and Shazam the fight for domination in proximity marketing is just getting started.

Brands are now looking to strategically align themselves with new start-ups working with innovative technologies from the ibeacon to payment companies, seeing as a good deal of their business is already being patronised by the millennial demographics, for which they want an access to. For example Reyou limited partnered with UCL decide to bring their ibeacon powered app to their 23,000 plus students. Now business looking to tap into this millennial’s obsession with their mobile phones can either create an engagement question which is pushed out via a form of notification to these thousands of students. Reyou’s users who opt-in to notifications can engage with these brands via our platform in-return for a boost in real-time engagement from this demographic and increased brand awareness amongst this category of users and peers.

The impact of the ibeacon technology for businesses and brands especially when it comes to the millenials is huge. They more than ever will have access to coupons, rewards, information and video contents of the products they intend on purchasing in real-time. Meaning that they will only be interested even some more, in products that are relevant to them based on their location, context and current mood. Further emphasising the need for personalised offers and behind the scene use of dash boards to better target a business’s core audience in real-time, draw them to your location and engage them in a way that encourages more spending than they originally anticipated.

For help implementing an ibeacon strategy, contact us on twitter @reyou_biz