There are wide variety of factors that make consumers loyal. Personalisation is one of the key factors that embraces user experience. Recognising individual interests, personality, and identity through consumption establishes relevant relationships with brands that ‘get’ them in every step of the way.
Globant’s Sentinel report explains that customers are the main focus of brands requiring a strong and committed partnership ecosystem more important than ever. By working together they can keep track of user actions and gather user info. This not only provides access into user preferences, but also provides insights on how the interaction between brands can lead to new partnerships and collaborations. In other words “Total Personalization.”
“Intelligent products will understand users’ emotions,” says Esteban Abait, Technical Director at Consumer Experience Studio at Globant. Personalization of the User Interface (UI) has been previously achieved by means of Adaptive Content, and Adaptive Navigation. Adaptive Content tailors the content to be presented to meet user’s needs and habits. Examples are Amazon presenting products based on search history and on wish lists. Or Netflix, recommending a movie based on the user watching history.
Adaptive Navigation, on the other hand, improves the user interface interactions by changing the paths to information or tasks. For instance, Microsoft Word 2000 had an adaptive menu that would hide infrequently used items and show frequently ones at the top of the menu.
With the advent of Mobile, IoT, Wearable Devices, and an increasing use of social networks, there is an ever growing amount of data related to how users interact among each other, and with their devices and applications. This new type of data has spawned new fields of research aiming at identify personality types, mood, sleep, and stress level, among other user factors. New cloud-based services have been created to leverage this type of data, and provide insights on users emotions and personality. For instance, IBM’s Watson Personality Insights service can infer cognitive and social characteristics from communications that the user makes available in social networks.
One example of this trend is Whiskas Australia Catstacam. Catstacam is a wireless Instagram-enabled cat camera that use motion-detection technology in order to capture real life moments from the cat’s point of view. It’s a device designed to help people get closer to their pets by allowing cats to take and post their own images to Instagram. These photos are then directly uploaded to the cats’ own Instagram profile. Each image is posted with the caption, “I took this photo so you can see the world through my eyes.” If you notice any behaviour you’re curious about, simply ask a question using the hashtag #askwhiskas. You can see photos from other cats at #Catstacam. Currently it is said to be used by some well-known Australian celebrities who own cats.
Business around globe uses the maximum amount of digital technology in order to get inside the consumer’s mind. Preferences and purchasing behaviour includes the paramount influence that emotions have on connecting with a brand and decision making. It’s a feasible option to have access to public information from the consumers themselves.
What if you could create new partnerships in order to build a personalized experience that will set you apart from your competitor?