When you notice that your bottom-line is impacted by your offering or that your competitors are gaining traction because of how they do what they do, you need to differentiate. 2015 is fast-becoming the year of innovating around the customer experience to differentiate, catch-up, forge ahead and regain lost capital ground.
12 brands that are innovating around the customer experience:
- OnStar, a subsidiary of GM, announced the preview of AtYourService, which offers promotions and hotel reservations based on the destination the consumers enter into their GPS. Navigate your way to a better service.
- Starbucks is looking to learn from the burgeoning craft coffee scene and has opened an experiential coffee shop in Seattle that delivers that indie coffee shop experience from the not-so-indie Green Goddess. Better latte than never.
- Marks & Spencer’s to unveil an eco-friendly living wall to their flagship store in Newcastle, refining the visual store experience to transform business fortunes. See for yourself.
- McDonalds refines menu choices down in light of ‘customer confusion’ Pairing back to doing the basics well in the face of falling consumer popularity. Less is more.
- Adidas has launched an App that helps fans of their footwear beat the Bots and stand a better chance of landing an exclusive pair. Step right up to see more.
- Umpqua Bank outlets are following the trend to make their hangouts ‘hip’ and/or ‘happening’ locations for banking and more. One location is offering an art gallery experience. Strike a bank balance of culture and finance.
- Amazon launches Prime NOW in Manhattan. Crying over your spilt milk? Now you can get your favourite kitchen towel paper delivered within the hour. Get the lowdown in double quick time.
- Publishing goes commerce. Marie Claire UK, part of the Time Inc group, is to launch a partnership with Ocado to sell beauty products online. See how the partnership will work.
- Frijj milkshakes pivot recipe to reflect consumer tastes for less sugar. See if this will be the recipe for sweet success.
- Despite their popular Budweiser ‘craft beer bashing’ Super Bowl advert, Anheuser-Busch are diversifying to adapt to the threat of on-trend craft. A strategy of acquisition as a means of offering mass market and specialist market consumer experiences. See how they are crafting further market share.
- BYOD is not only limited to the workplace. In recognition of the fact that passengers likely bring their own devices on-board flights, Alaska Airlines now offers in-flight entertainment direct to your device of choice. Plug in to this consumer choice.
- Victoria’s Secret to push up into China but leave the frilly underwear and staple garment items behind in favour of fragrance and beauty products for the discerning Chinese consumer. Seek frills and more information.
Have you noticed any other notable attempts by major brands to differentiate and define their customer experience to benefit you the consumer?
Image: Starbucks
