EVRYTHNG Digitized Products Best Practices
0 likes41 views
The guide outlines best practices for activating digitized products, which transform physical items into connected digital assets to enhance customer engagement and brand loyalty. It emphasizes the importance of maximizing consumer interaction through design, customer experience, and promotion strategies, backed by data insights that drive sales and customer loyalty. With the growing trend of digital integration in consumer products, brands can leverage technology to create valuable customer experiences and effective marketing channels.
EVRYTHNG Digitized Products Best Practices
- 1. DIGITIZED PRODUCTS BEST PRACTICE GUIDE A practical guide for successful brand activations
- 2. Brandleadersaretaking actionnow Your products can be transformed into connected digital assets. Physical objects can be augmented with an engaging new digital layer of content and experiences,accessed with smartphones. These‘digitized products’ represent a powerful new communications and commerce platform for direct 1-to-1 engagement between brand and customer. Leading global consumer product companies across apparel and CPG industries are already capitalizing on these technology advances to forge more valuable relationships with their consumers and unlock data insights never previously available.
- 3. What’sinthisguide? We’ll answer the most important questions behind every successful product activation. • What can you do to maximize the number of consumers interacting with your products? • How do you create the optimal customer experience? • What are the best design,creative and usability strategies? • How can digitized products supercharge brand loyalty? Our recipe for success Our domain expertise comes from years of working with the world’s leading brands,from Coca Cola and Rebecca Minkoff, to Mars and Mondelez.We’ve condensed this experience into a practical guide for brand and marketing leaders,creative agencies and mobile development teams involved in activating digitized products. Only 7%of brands are exceeding customer expectations 1 .
- 4. Whatisthevalueofa ‘brandinthehand’? Each physical product represents an opportunity to build loyalty and grow revenue.If you sell millions or even billions of items each year,these assets give far greater reach,as an owned-media, than most other media channels. As well as being extremely low cost,it’s a channel where brands get to control the consumer experience. What’s more,unlike other digital media,there is no risk of the message not being seen,as 100% of interactions are with genuine consumers.
- 5. Surprise anddelight customers • Access rich content such as videos,recipes,reviews and style tips delivered straight to their mobile device in store or at home. • Unlock rewards,offers and coupons • Reorder or setup subscription services straight from the pack • Get provenance and sustainability information to inform consumer buying decisions. Whatisthevalueofa‘brandinthehand’?
- 6. Moreeffective, lowercost • Drive higher brand loyalty and higher sales. • In-store conversions have been shown to increase by 70%2 . • Consumers scanning packs have 39% higher expression rates and 23% higher dwell times compared to average users3 . • Cost to engage and acquire (CPE and CPA) customers estimated at 82% less than other digital media4 . Whatisthevalueofa‘brandinthehand’?
- 7. DataData Data • Get valuable data insights into consumer behaviour and profiles. • 100% consumers,100% consumption based,real- time and contextual • Enables retargeting,cross and upsell campaigns. Whatisthevalueofa‘brandinthehand’?
- 8. 40% higher conversion rate by consumers who use a device during their shopping journey5. Howitworks Whatisthevalueofa‘brandinthehand’? Product Any physical asset, from a T-shirt to a bottle of wine or packet of cereal. On-pack trigger Put onto the pack, and/or labels at manufacture,mapped to the product’s digital identity. Mobile Web or mobile app used to scan and identify the unique product and guide user experience. Cloud Contextual rules define what content or experience is presented to the user, personalized based on time,location or individual preferences. Result Customer registrations provide data for CRM,drives purchases direct from the product.
- 9. The key to digitized product success There are 4 elements behind every successful product activation.Each area requires careful consideration,and if neglected will result in lower interaction rates. Awareness Design Clear,simple call to action Ingrained behavior and expectation Customer Experience Value Low effort, always-on Relevant content, instant rewards
- 10. Design Objective:Make your pack design and call-to-action simple, engaging and fun. Thekeytodigitizedproductsuccess
- 11. Clear visual clues Front of pack increases engagement Clear visual clues Use icons and pictures on your product’s packaging. Make sure this is consistent across all your products . Front is best Consider where on the pack your call-to- action (CTA) will be located. Engagement rates have been seen to increase by over 250% when the CTA is on the front of pack compared to the side5 . Thekeytodigitizedproductsuccess Design Recommendations
- 12. Consider the environment where your product will be scanned Consider the legibility of your CTA Size matters Consider the legibility of fonts,colors and sizes in the environment where your product will be scanned - for example,a bright supermarket or dark atmospheric club. UPPERCASE fonts have lower readability,but can be used for emphasis of shorter words or phrases. Avoid clutter Do not place any other codes such as barcodes next to QR codes as this can impact code readers and confuse consumers. Similarly, use white space around the CTA and QR code to avoid jumbled messaging. Thekeytodigitizedproductsuccess 60% of consumers find new experiences more exciting than new products, and are starting to seek products offering more than mere functionality7. Design Recommendations
- 13. Customer experience Objective:The shortest,simplest user journey will result in fastest results and highest participation. Thekeytodigitizedproductsuccess
- 14. Customerexperience Triggering the experience Web or Native app The primary consideration is whether the experience is initiated from within a native app or from the browser. Each has merits, but using the web app avoids the need to download and therefore can be a more frictionless experience. If using a native app,the CTA should instruct to open or download it from a clear URL. Within the app,highlight the scan feature,include it in the navigation and use notifications to prompt users. Thekeytodigitizedproductsuccess
- 15. Use active, memorable language Customerexperience The scan Simple start To begin the experience,users scan the on- pack code or type a short URL to take them to the web app. This URL should be memorable and adjacent to the code. Think about language Using active words,like‘Scan!”or“Snap!” inject a sense of urgency and helps drive behaviour. Shout about rewards People won’t engage if it is not clear what the value is so keep them motivated by featuring this on the first steps of user journey. Thekeytodigitizedproductsuccess
- 16. Clear instructions Seamless user journey Customerexperience The scan Visual cues Scanning instructions within the app need to be clear,concise and step-by-step,including which part of the packaging to scan. Clear signposting The journey from scan to web page experience needs to be smooth and seamless,with expectations set at each step about what is happening. Keep motivated Design your mobile website around the CTA and make sure it is prominent throughout the mobile journey,ensuring consumers keep their motivation to engage. Thekeytodigitizedproductsuccess
- 17. Let consumers know what’s happenning Address errors quickly & clearly 90% of consumers expect a consistent customer experience across channels and devices when they interact with brands8. Customerexperience The scan Keep informed Make sure consumers know their progress within the experience,and give clear confirmation when each step is completed. If there’s any momentary delay in identification after the scan,use clear icons on screen to show things are happening. Avoid drop-offs Make sure the sign-up and marketing opt-ins take place as far along the journey as possible,keeping data capture to a minimum,as users are more invested and less likely to quit. Try again Any scan errors should be processed fast and the user message clear, with hints and troubleshooting tips if the scan attempt fails. Thekeytodigitizedproductsuccess
- 18. Value Objective:Always offer clear incentives to participate, focusing on the question ‘why should I engage’? Thekeytodigitizedproductsuccess
- 19. Give premium, relevant & contextual content Provide a targeted experience Make it stand out Personalized,contextual scanning experiences,customized by product,time or location differentiate from other generalised brand information that can be found anywhere on the web. Deliver real value Give customers useful information with a personal feel - instructions,tips,trends or other helpful content that only your brand experts - the designer,stylist,top chef etc.- are uniquely qualified to provide. Target Market Tailor the incentives you offer to the demographic segment you are trying to reach, like VIP entrance to events or places of interest which would appeal to that audience. Content Leveraging existing content is as important as creating new. Giving consumers premium, relevant and contextual content to the scan is important to make it feel like a targeted experience. Thekeytodigitizedproductsuccess Value Recommendations
- 20. Drive conversions in store with time- limited offers Use push notifications at key moments 82% of smartphone users consult their phones on purchases they’re about to make in store9. Make it fun Drive participation through promotional or gamified experiences,such as collecting loyalty points or completing levels. Real-time Think about how to use push communications to the user to trigger scans at key moments. Scarcity and urgency Drive conversions in store with time-limited offers,such as discounts if redeemed within 30 minutes. Exclusivity Make sure rewards or payback are only available from digitized product interactions, and not via other channels. Thekeytodigitizedproductsuccess Value Recommendations
- 21. Awareness Objective:Create the‘always-on’ expectation that all products have inherent digital value. Thekeytodigitizedproductsuccess
- 22. Promote your digitized products across all channels Leverage online influencers Create an integrated media plan Awareness doesn’t just happen on packaging! Digitized products need to be reinforced and amplified across all channels,such as print, broadcast and display ads. Leverage influencers Use your website,social channels and influencers to evangelize about your activations,motivate social groups and drive traffic.Getting influential Snapchatters and Instagrammers to promote to their communities will be a huge boost to engagement. Make social friendly Think about giving the scanning concept a name to make it sharable via social,like‘Bottle Selfie’or‘Smart Jacket’. In-store is key Build awareness at POS with eye-catching signage and bag stuffers. Thekeytodigitizedproductsuccess Awareness Recommendations
- 23. Consistent packaging design helps customer recognition Create a new behaviour pattern 82% of consumers are highly likely to follow a recommendation made by a social influencer10. Create a new behaviour pattern The goal is for your customers to expect products to be scannable.Non-digital competitor products will pale by comparison! Build familiarity Consistent packaging design will help with both the aesthetic impact and customer recognition. Educate Video tutorials to explain step by step what consumers need to do to participate will dramatically boost activation rates. Spread the word Turn your staff into digitized product advocates by proactively training employees on the value so they promote via word of mouth and in stores. Thekeytodigitizedproductsuccess Awareness Recommendations
- 24. AboutEVRYTHNG Fast Go-To-Market EVRYTHNG’s consultants can guide you through the key steps needed to activate your product packaging,including creation of your digitized product strategy,user journey,and packaging design. We have a proven Go-To-Market engagement model to work with you from Proof of Concept to Pilot and then full Enterprise roll-out. You can use any of our templated solutions,including Coupons,Experiences and Sustainability,or create your own besopke applications. Scalable IoT platform EVRYTHNG is the market leading internet of things SaaS platform for turning passive,everyday consumer products into intelligent,trackable and interactive digital assets. We collect and manage data generated by,and about, digitized products throughout the product lifecycle. Not only can CPG or apparel items become a new media channel for brands,but they can also become digitized assets which generate data through the supply chain,helping to improve transparency and efficiency of product operations. Digitizing consumer products at massive scale Through partnerships with the world’s largest packaging and labelling providers,such as Crown,Westrock and Avery Dennison,EVRYTHNG are able to attach a digital identity to billions of everyday consumer products at point of manufacture which means they are automatically connected to the Web.This means brands can focus on generating value from digitized products rather than the mechanics of how they become digitized. hello@evrythng.com | www.evrythng.com | @evrythng AboutAveryDennisonRBIS Avery Dennison RBIS,a global leader in apparel and footwear industry solutions,provides intelligent,creative and sustainable solutions that elevate brands and accelerate performance throughout the global retail supply chain.Avery Dennison RBIS elevate brands through graphic tickets,tags and labels,embellishments and packaging solutions that enhance consumer appeal.In addition,they accelerate performance through RFID enabled inventory and loss prevention solutions,price management,global compliance,and brand security solutions. Avery Dennison,Uniti are trademarks or trade names of Avery Dennison Corporation and are used with permission.
- 25. Sources 1. Accenture - https://www.accenture.com/gb-en/insight-expectations-vs-experience-good-bad- opportunity 2. EVRYTHNG customer in-market deployments 3. EVRYTHNG customer deployments 4. https://www.apparelnews.net/news/2016/jun/30/retailers-need-move-omnichannel-10-ro- omnichannel-/ 5. The new digital divide / Deloitte Digital 6. EVRYTHNG customer in market deployments 7. GlobalData / Canadean,http://www.brandpackaging.com/articles/85715-consumers-need-for-new- experiences-to-drive-packaging-technology-growth 8. SDL:http://www.sdl.com/about/news-media/press/2014/90-percent-of-holiday-shoppers-expect- consistent-brand-experiences-across-channels-and-devices-according-to-sdl-survey.html 9. Google:https://www.thinkwithgoogle.com/articles/i-want-to-buy-moments.html 10. https://business.experticity.com/new-research-shows-micro-influencers-drive-consumer-buying- behavior-much-higher-rates-previously-thought/