Enhancement (232)
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?
Karaoke without embarrassment
A Japanese karaoke chain is now offering single karaoke boxes where individuals can practice their favourite songs on their own, without the embarrassment of someone hearing the (poor?) performance.
Why it matters
Although karaoke is usually considered a nice relaxed social activity, for some it can also be a stressful affair. Single boxes allow for individuals to improve or to shout it all out without any prying eyes or ears. Will we see other sectors adopt this kind of privacy arrangement? Will fast food chains start offering single eating seats with privacy fences, so that no one sees what someone is eating?
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?
