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Natalia Kalinowska Business Development Director Comarch

How Can Retail and FMCG Marketers Use Digital Technologies to Better Connect with Consumers?

In the second annual Global Top of Mind Survey CGF and KPMG found that more than 54% of C-suite senior executives see digital as their top priority over the next 12 months. Below you can find a few tips and tweaks of how other companies mastered their digital CX in these two industries.

1. Don’t just go omni-channel. Make the moment count.

Despite facing a challenge of merging the gap between “bricks and clicks”, the retailers still lead the way in omni-channel communication. The best ones choose their channels carefully and broadcast the messages that fit their audience of that selected communication channel. A good example of that is a luxury fashion retailer, Gucci, who let its customers purchase clothing from highly emotional videos. The result? Customers are caught up in a moment of “feeling and sensing” the brand and the item they want to buy, making them either complete the purchase or, in the worst case scenario, add the item to a wish list. Gucci can track that online behaviour and analyse it to improve its digital strategy.

2. Let your customers feel you. (Make intangibles tangible!)

A luxury French fragrance and ready-to-wear manufacturer, Jean Paul Gaultier, decided to change the way their fragrance story connected with their consumers by adding an additional digital marketing initiative on top of their standard ads. Their Valentine’s Day campaign, which went viral, enabled consumers to send videos of kissing couples followed by a personalised message to their loved ones. The trick laid in making consumers design their perfect kiss by choosing the genders of the partners and fragrances representing each party. Jean Paul Gaultier engaged their consumers from the very beginning by letting them test and try different fragrances, with the promise of them sharing a highly sensual video with their loved ones. As a result of that, consumers felt the story in a more sensual way and they shared that strong feeling with their partners. The result? Jean Paul Gaultier made their consumers spend more time on their website, which increased the conversion, and made their consumers refer their brand to others. 

3. Open up. Let your customers be a part of the design process.

A US manufacturer of beverages and crisps, Pepsi, did a really good job in showing that the concept of “design” in FMCG is not just about packaging and it can be digitalised. To increase the intensity of their relationship with consumers, Pepsi decided to launch Pepsi Spire, which is their new touchscreen fountain machine. It is a futuristic machine with a gigantic iPad that talks to consumers and encourages them to interact with it. Most importantly, it tracks what consumers purchase so that in the future, when they swipe their ID, it reminds them of the combination of flavours they tried and recommends new options. The machine shows beautifully displayed shots of products so when consumers add vanilla or cherry, it displays the flavours being added. The result? Consumers experience the infusion of various flavours as opposed to just “hitting a button” on the fountain machine and seeing the finished product. Pepsi get all the data so they can analyse it and improve their customer experience even more. It’s a perfect merge of bricks and clicks in an FMCG environment.