IoT seems all-consuming, reaching across every industry and enabling product innovation across the board. From grills to custom printed running shoes, there is a common theme that the more successful commercial IoT solutions all fall into enhanced customer interaction. Connecting the customer to the product in a way that personalizes and enhances their experience is the number one way to incentivize the use of your solution, increasing potential data collection.
Take Universal Studios “Wizarding World of Harry Potter” park. The experience is hosted within an immersive, true to scale replication of the magical world crafted by JK Rowling and the Warner Bros. Studio. Rather than settling for a few roller coasters and a cool setting, the park created sensor enabled magic wand replicas that allow the wielder to cast “spells” throughout each of the Potter-themed parks. Leveraging an infrared sensor system, the park is able to create a series of side attractions leading to the major rides and ultimately enhancing the experience for their customers and increasing their profits. Not only do the wands cost $10 more than their pure replica counterparts, they drive consumers to justify the purchase by continually visiting the attractions to make some magic.
Amazon’s purchase of Whole Foods resulted in the formation of Amazon Go stores: grocery shopping without the checkout lines. The store can track the items being removed from the shelf and charge the shopper’s Amazon account as they leave the store. Walk in, shop, walk out. Amazon is able to track the user’s purchase habits and collect data on their purchasing trends. The ability to track past purchases helps the Amazon system recognize items being purchased as well. If the system is having difficulty identifying an item, it may cross-reference the user’s purchase history to aid in identification. In addition to creating a better shopping experience, Amazon is able to collect valuable data on the users that come and go from the store so as to maintain that same level of experience.
Nike unveiled the Maker’s Experience in 2017 where they created a custom shoe in under an hour each customer. Adidas is actively experimenting with customized 3D printing, allowing them to take scans of an athlete’s foot and print a shoe designed specifically for them on the spot. These brands have found enormous success with their traditional product lines, but have noticed the demands for custom creations and personalized experiences are on the rise. Getting ahead of the game may just be what differentiates these companies from other competitors in all the right ways.
Each of these examples revolves around an enhanced customer experience while offering an opportunity for additional data collection. Imagine if Universal started measuring customer engagement with the wands, “registering” each to the witch or wizard who purchased it while documenting age and gender. What if Amazon leveraged the customer purchase history at the “To Go” stores to offer insurance benefits for healthy eating? What if Nike designed Chelsea FC cleats for the unique makeup of each stadium to maximize player performance?
How can your organization enhance the customer experience while maximizing potential data collection for continuous improvement of that experience? Contact our team to start learning more.