Within the hospitality industry, a growing number of hotels are using voice technology to improve personalization with experiences like virtual concierges. Virtual concierges use voice technology to personalize a guest’s stay by offering experiences based on past behavior. For example, virtual concierges can adjust thermostats or place room service orders based on a traveler’s previous preferences. When hotels and other hospitality brands take action based on the insights gathered about guests through their loyalty programs, they improve the overall guest experience.
But brands in a number of industries are exploring loyalty use cases for voice.
Spending on wearables is predicted to hit $52 billion this year, according to forecasts from the research firm Gartner, and spending on smartwatches specifically is expected to increase by 24%. Smartwatches represent the merging of physical and virtual worlds, and they provide marketers with a direct line for reaching consumers.
Here are five examples of how tech-savvy brands can put smartwatches to work and develop better strategies to take full advantage of the new opportunities that exist for reaching consumers through these wearable devices.
If the California Bureau of Cannabis Control’s proposed regulations are passed, state-licensed cannabis businesses will be required to display unique QR code certificates in their store windows. They would need to have their QR codes handy when transporting cannabis as well. In the long term, lawmakers are hoping the regulation will help consumers avoid purchasing cannabis from unlicensed vendors. In the short term, though, the proposed regulation is forcing dispensaries and other cannabis businesses to search for ways to create compliant QR codes for their stores.
Amazon’s convenience stores rely heavily on location technology to track consumers’ movements inside buildings. Cameras analyze shopping behaviors, strategically placed microphones listen to conversations, and information about consumers’ shopping habits is stored in a central database that Amazon can reference for future operational and strategic planning.
“As cashierless stores take off, more and more personal and payment data will be transmitted through phones and mobiles devices and stored in cloud-based software platforms,” says Ruston Miles, chief strategy officer at Bluefin. “This means that hackers will have more network access to this data through vulnerable providers and merchants.”
With the clock ticking on full enforcement of CCPA, businesses are looking at how they can get into compliance—and fast. Technology vendors have been quick to step in and fill that void, launching integrated privacy management platforms with CCPA and the European Union’s GDPR in mind. Most of these platforms can be configured to specific privacy regulations, helping businesses automate their data collection practices and regularly performing risk assessments to determine whether they’re handling personal data correctly.
Here are six examples of tools that companies can use to ensure CCPA compliance.
When it comes to location data specifically, Senior VP of Product Josh Cohen is seeing Foursquare’s partners put more emphasis on the quality of data. The company’s partners are developing more sophisticated understandings of the range of data quality when it comes to location, which means Foursquare has to dedicate more resources to make sure new industry-wide expectations are met.
In 2019, updates to Google’s local search algorithms and changes in the way consumers use mobile devices caused a shift in the way local businesses marketed themselves online. Digital marketing firms have been quick to pivot to meet market demand. As of today, one of the industry’s most influential not-for-profit associations is making a change as well.
Local Search Association (LSA), a not-for-profit association of companies focused on local and location-based marketing, will now be known as Localogy. The name change is part of a larger rebranding effort as the group looks for ways to better showcase its mission to re-invest in the changing nature of local business.
Industry executives are working overtime to help their clients maintain their current marketing practices without running afoul of the latest privacy regulations. Over at Tealium, a firm that specializes in customer data management and protection, Co-Founder and Chief Technology Officer Mike Anderson is encouraging clients to focus on the customer experience of consent while clearly articulating why they need consumers’ data.
“You can’t build customer profiles if the data isn’t there,” Anderson says. “There’s a level of education needed at the point of consent to show the consumer what value they will get in return when they opt-in.”
The California Consumer Privacy Act has just recently gone into effect, and full enforcement won’t begin for another six months, but companies are already making big changes as they endeavor to ensure compliance.
Under the new CCPA regulations, companies are required to notify users of the intent to monetize their data and provide users with the ability to easily opt out of data monetization. Many companies are struggling to come into compliance, but for businesses that work with multiple technology vendors, the issue is creating even more headaches.
A recent announcement that Amazon, Apple, Google, and the Zigbee Alliance are working on an open-source network standard is likely to lead to even more investment in connected devices among retailers. The open-source network that the group is working to develop is supposed to make life easier for IoT hardware vendors and software developers, but it also serves a secondary purpose of assuring retailers investing in connected technology that their budgets aren’t being wasted. With a common IoT communication and control standard, smart devices will be even more reliable and seamless to use in the coming years.
“Open source will bring businesses more agility and enable them to process data quickly while simultaneously producing valuable insights,” says Heikki Nousiainen, chief technology officer at Aiven, a firm that develops managed cloud service hosting for software infrastructure services.
Centro develops enterprise-class software for digital advertising organizations. CannaVu operates an ad exchange for cannabis and CBD marketers. Together, these two companies are working to change the way cannabis brands advertise online and break down the barriers that have slowed industry growth.
The devices around us are getting smarter. From the consumer’s perspective, that means refrigerators are sending notifications when the milk is running low, and thermostats are turning down the temperature when there’s no movement in the house. Businesses are relying on the data generated by connected devices to improve algorithms and make their existing products even smarter, but collecting and managing large volumes of data is creating a new set of challenges.
Globally, the IoT market is expected to reach $212 billion by the end of this year. With the worldwide number of IoT-connected devices projected to top 43 billion by 2023, the challenges associated with managing large amounts of data in real-time are growing at a rapid pace.
Rather than being spooked by these new retail engagement strategies, surveys show most consumers are excited by them. Sixty-seven percent of wearables owners say they find dynamic user experiences that vary based on location “useful and exciting.”
Here are six examples of strategies that retailers can employ to improve the shopping experience using wearable technology.
As the omnichannel approach to retail takes off, industry insiders are beginning to wonder whether giving shoppers what they want, when they want it, across any connected device, is causing consumers to develop unrealistic expectations about the types of experiences and services their favorite stores can provide.
Among the survey’s most surprising findings is how quickly shoppers are willing to abandon their favorite retailers when those stores don’t have the items they want. Aptos found that 47% of shoppers will start looking elsewhere if their favorite retailer runs out of an item they’re looking for during the so-called Golden Quarter. Additionally, Aptos found that more than half of consumers (60%) say they will abandon their baskets if they find their items for cheaper elsewhere.
Because marketing through the connected home is still in its infancy, most brands are in the experimental phase. Even though there are plenty of opportunities for connecting with consumers through smart appliances and devices, brands have to be careful in their approach to avoid overstepping boundaries or coming off as “creepy.” Regardless, the sheer volume of connected products hitting the market ensures that brands have an unprecedented number of new avenues to reach people inside their own homes.
Here are five innovative connected home marketing strategies being pioneered by brands and retail marketers.