Boosting brand awareness requires marketing to potential customers wherever you can find them. Until recently, however, it was difficult to reach customers in the one place they spend most of their time: their homes.
That’s no longer the case. Innovations ranging from virtual reality to artificial intelligence have made it easier than ever to provide engaging omnichannel customer experiences, no matter where users are.
The following examples demonstrate how companies have already used technology to design a user experience that was once unattainable
Brands Are Using Virtual Reality to Design In-Home User Experiences
It’s worth noting that, to some degree, reaching customers in the home hasn’t been impossible in past decades. Just consider TV commercials, magazine ads, radio spots – all mediums that are able to provide a “digital” experience and remind consumers about your brand while they’re in the home.
However, the optimal customer experience management strategy put the emphasis on the mobile world and new digital technologies because they offer far greater possibilities for brand interaction than traditional advertisements can.
That’s why businesses like Volvo are leveraging technology to design a user experience that changes what in-home marketing is capable of achieving. The automotive company released an app for Google Cardboard that allows users to take a virtual reality “test drive” of a new car. This product showcases the new vehicle while also offering customers an exciting, branded mobile app user experience.
Volvo isn’t the only organization taking advantage of VR tech. Fashion brand Rebecca Minkoff developed VR headsets so customers can “attend” a fashion show, taking in an almost 360-degree view. This innovative approach to digital experience design highlights new seasonal clothing lines in order to boost brand engagement by letting users feel like they’re active participants in the fashion industry, turning them into possible brand loyalists.
Brands Are Leveraging Artificial Intelligence in Mobile Apps to Improve the User Experience
Artificial intelligence isn’t science-fiction anymore. AI is now a powerful tool that can enhance the mobile app user experience by bringing the in-store shopping experience directly to a customer’s home.
For example, consider Sephora’s strategy. Via Kik, Sephora launched an AI-based chat feature that asks customers specifics about themselves, such as their tastes, preferences, and goals. After gathering the relevant information, the AI bot offers the same type of beauty advice a person might get from a cosmetics specialist at one of Sephora’s stores. Of course, the AI recommends products customers can purchase directly from Sephora’s mobile store.
The feature drives mobile sales, not to mention also allows the makeup behemoth to gather data about customer tastes and cultivates a sense of brand loyalty. Additionally, users tend to enjoy a digital experience design that feel personal.
Knowing this, fashion brands like Diane von Furstenberg are also using AI to track online customer behavior patterns and curate product suggestions tailored to the specific tastes of each individual customer. It’s not unlike having your own personal stylist in the comfort of your home.
The Omnichannel Customer Experience is the Future
Test-driving a vehicle, attending a runway show, getting beauty advice, browsing a curated product selection are all experiences that used to require leaving the house. However, as these examples demonstrate, it’s now possible to offer customers the ultimate mobile experience with truly dynamic digital designs, regardless of where they are in the world.