In a recent study, 67% of consumers that engaged with connected products from a range of fashion and luxury brands, using the Certilogo Connector, claimed the experience improved their perception of the brand and considered it cooler than before.
Whatever the business objectives of a brand’s smart product strategy, consumer engagement is ultimately the most powerful factor that will determine success, and it should become a central objective of any strategy. But while applying a smart tag to a product may bestow immediately the product a ‘connected’ status, it certainly does not guarantee consumer engagement. If the consumer is unaware that the product is a connected product, doesn’t understand why or how they should interact with it, then the consumer simply will not engage with the product.
The most successful projects employ consumer-centric strategies built on three key ‘golden’ pillars which deliver them the greatest engagement with their consumers through their products. Successful brands focus on building an offer of meaningful experiences, leveraging multi-channel communication strategies to drive awareness of them amongst their consumers, and focusing on making the experiences everfaster and easier to use.
Insights harvested from managing over 500,000,000 connected products, have informed this simple approach to designing ‘smart product’ experiences. We have created this simple three-step process to help both those brands accelerate consumer engagement, and optimize a product’s ability to acquire, convert, retain and turn customers into advocates.