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Experience economy

Consistency is Key to Customer Experience

In the pre-digital era, customer experience was fairly linear. Customers would enter a store, chat face-to-face with the clerk, perhaps ask a few questions then make their purchase. If the retailer was particularly ahead of the curve, perhaps it would also include a follow-up phone call, but that was roughly the full extent of the relationship. Today, retail brands exist far beyond the in-store experience, from social media to email touchpoints and e-commerce sites. It’s an incredible opportunity to raise product…

How to Evoke ‘Analog’ Emotions Using Digital Technology

Like most things these days, marketing is both an art and a science. With the rise of modern technology, though, one could easily be fooled into thinking it was merely the latter. AI, advanced data analytics, programmatic marketplaces and other emerging digital technologies have taken over as marketers have searched for better ways to understand and target their customers. But this “science” alone only gets us so far. In marketing, emotion plays a fundamental role. In fact, research suggests that effective marketing can…