Spain (120)
A diva like no other
Stradivarius, a big retail Spanish fashion shop, created an original and powerful platform to connect with its consumers: StraDivas, a social media and blog platform where consumers can get special offers, participate in competitions and receive fashion tips.
StraDivas’ innovation comes from segmentation; it differentiates consumers by their preferences and puts forward offers specific to the user.
Why it matters
Being closer to consumers is one of the main issues brands face. It’s not easy to achieve, but some brands are already successfully doing segmented and personalised communication. Is this the first step towards a more efficient communication strategy between brands and consumers? What’s next for customer relationship management?
Love and hate network
Bananity is a social media site based on a user’s personal taste. People define their taste by what they love and hate. They give their opinion about everything and anything from thousands of categories: movies, TV programmes, music, places, feelings, etc. The site also suggests recommendations and connects users with similar preferences. The community is actually on a beta site, but more than 2,000 users have already expressed their opinion on it.
Why it matters
Consumer’s voices are getting louder and some brands are still only starting to listen to what they have to say. Are these kind of social media networks useful tools to know what your target audience wants, in a very binary way?
Driving the wave
Tell me your favourite song and carmaker Jeep will tell you where to drive. The car manufacturer developed an interesting online concept in Spain called “Drive your track”. Users are asked to upload their favourite song, then special technology reads the sound wave generated and finds a landscape that matches the shape of the wave. With a further click, users can discover the route to reach their destination and useful information about the places they may see along the way.
Why it matters
People have emotional connections with music. So mixing different categories to create a new kind of experience may reinforce the connection they have with the product itself. Is this kind of combination enough to differentiate your brand within a highly competitive market?
