The digital world makes it far easier for manufacturers and retailers to connect with their customers. As a part of that industry, you also have the ability to gather a huge amount of consumer data, including location and purchasing habits. Current technology allows you to interact with your consumers before, during and after a purchase, which means you can more easily create a higher level of service and, as a result, strong brand loyalty. Rather than simply buying an item, consumers are investing in an experience. Digital connection has changed the entire marketing dynamic.
Internet of Things
The Internet of Things, or IoT, is already a fixture in many people's homes. IoT simply refers to devices that connect to the internet and perform digitally enhanced tasks. For instance, you can install smart thermostats that allow you to control your home's temperature from wherever you are. You may also communicate with your car, your fitness program, and your medical team through these digital devices. You might be wearing a FitBit right now that monitors your activity, sleep patterns, and blood pressure.
Manufacturers are including IoT tech in a number of areas, including fashion. Stella McCartney has long used QR codes in her designs. Scanning the code allows the consumer to easily access additional data about the company, the garment and lifestyle topics. Other retailers also use IoT to enhance the client relationship. For instance, IoT can help bartenders know when their beer kegs are almost empty and help the business owner manage inventory.
Personalization of Information
It seems all of us crave product personalization. Owning the "latest" thing is not enough, particularly if you end up as one in a dozen wearing the same outfit at the concert (or conference). Personalization takes several forms. Some companies like Stitch Fix put together ensembles and entire wardrobes for customers based on their personal preferences.
Other companies allow consumers to design their own item. You may be able to add simple touches like embroidery or choose your own garment color combinations. Adidas has created Knit for You pop-up stores that create custom clothing items on the spot. This trend is expected to strengthen in coming years, meaning that the general public will have more chances to purchase items that reflect their individuality.
Digitally Connected Platforms
Many top brands use digitally connected platforms to enhance their relationships with consumers. For instance, partnering with Certilogo allows you to protect consumers against inadvertently buying counterfeit products by adding a secure, digitally verifiable CLG Code to a product’s tag or label. The consumer can use their smartphone, tablet or home computer to verify that the code on an item is legitimate before buying it. Fake codes are detected during the real-time verification process, so both consumers and brands are protected from fraud.
Brands with Certilogo also receive valuable, GDPR-compliant profiles of consumers and the points of sale where a product was sold — data you can use to sell them additional products, promote after-market services such as warranties, invite them to local events, and so on. Currently, top companies such as Versace and Armani use Certilogo to protect their brand and consumers from fakes.
Almost everyone is living the digital life now, at least in some ways. Computerized devices provide instant data to manufacturers and retailers that allow them to meet the individual needs of the consumer. Simple product codes can eliminate the grey market, enhance consumer experiences and produce marketing information. No man is an island in this world of digital communication.