Burberry lance une fonctionnalité pour visualiser ses produits en réalité augmentée depuis Google Search

La marque de luxe Burberry lance une fonctionnalité de réalité augmentée sur smartphones en partenariat avec Google. Le spécialiste de la confection propose aux clients de visionner certains de ses produits dans leur environnement réel depuis les résultats de recherche de Google.

source: https://www.usine-digitale.fr/article/burberry-lance-une-fonctionnalite-pour-visualiser-ses-produits-en-realite-augmentee-depuis-google-search.N934674

Burberry lance une fonctionnalité pour visualiser ses produits en réalité augmentée depuis Google SearchBurberry lance une fonctionnalité pour visualiser ses produits en réalité augmentée depuis Google Search

 

Burberry s’associe à Google pour permettre le visionnage de ses produits en réalité augmentée lors de recherches sur Internet. Disponible depuis le 25 février, cette fonctionnalité offre la possibilité aux utilisateurs anglo-saxons de découvrir deux références, le Burberry Black TB bag et l’Arthur Check Sneaker, dans leur environnement réel grâce à leur smartphone. Elle est accessible depuis les résultats de recherche de l’application Google Search.

 

COMPARER UN ACCESSOIRE À SA TENUE AVANT DE L’ACHETER

L’utilisateur commence par rechercher l’une des références compatibles. Dans les résultats qui lui sont proposés apparaît alors un bloc spécial pour le site marchand de Burberry où se trouve un bouton “Afficher en 3D”. En cliquant dessus, l’internaute peut visionner le produit sélectionné en réalité augmentée, à l’échelle 1:1.

 

Un utilisateur peut placer un sac TB à côté d’une tenue existante pour mieux percevoir le produit avant d’acheter“, avance la marque de luxe. Au-delà de l’expérience utilisateur, Burberry explique que “la phase d’inspiration avant la décision d’achat prend de plus en plus d’importance pour les clients du luxe […] et améliorer la personnalisation“.

 

Cette nouvelle fonctionnalité est pour le moment uniquement disponible au Royaume-Uni et aux Etats-Unis, mais la marque britannique précise que des plans de déploiement à l’international sont prévus au cours des prochains mois. Burberry précise également que d’autres références seront ajoutées par la suite. A noter également qu’aucune fonctionnalité d’achat n’est pour le moment lié à ces nouveaux dispositifs.

 

PLUSIEURS INITIATIVES DE RÉALITÉ AUGMENTÉE TESTÉES EN BOUTIQUE

La marque a déjà promu des dispositifs de réalité augmentée en magasin. A l’ouverture de la nouvelle boutique de Tokyo, au Japon, elle a proposé aux visiteurs un expérience de réalité augmentée exclusive fonctionnant avec un QRCode. Elle mettait en scène des animaux et logos qu’il était possible de partager sur les réseaux sociaux.

 

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En décembre dernier à Londres, la marque a présenté une expérience éphémère avec l’application Google Lens où les utilisateurs pouvaient voir, en scannant des vitrines en verre, des animaux animés. Grâce à des caméras dotées de technologies de vision par ordinateur et suspendues à 35 mètres de haut, ils pouvaient se voir sur leur smartphone aux côtés de biches, prendre une photo et la partager.

 

Six digital banking trends: Fintechs Partnership, Neobanks, A.I., Blockchain, Voice, Third Party Data …

The banking industry is becoming more complex with the rise of mobile and open banking, increased demand for real-time interaction and personalized services, as well as new regulations. A need for better experiences across channels has also resulted in unprecedented competition among banks and financial services firms.

The start of 2020 saw a digital banking license race in Singapore; and in Europe, startup banks like Monzo, Revolut and N26 have emerged, adding to the competitive landscape. Several new “neobanks”—which are digital-based direct banks—are appearing in the US market for younger consumers who don’t necessarily need banks with physical locations.

Here are six digital banking trends—with seven charts—that we predict will occur in 2020.

More Banks to Partner with Fintechs

Banks will continue to partner with companies to offer Banking as a Service (BaaS), allowing third parties that are not banks to offer banking products. For example, in August 2019, HSBC partnered with tech platform Amount to launch a digital lending platform, and we should expect more partnerships like this to come in 2020. A June 2019 PwC survey of financial services companies worldwide shows that among companies that wanted to collaborate with other sectors for growth, 47% were likely to collaborate with a fintech firm.

Sectors with Which Financial Services* Companies Worldwide Are Planning to Collaborate, June 2019 (% of respondents)<img class="cb-widget-chart_placeholder" src="data:;base64,

Through innovative services and targeted products, financial technology companies have been disrupting traditional banking and challenging institutions to rethink banking products by rolling out services like in-store mobile phone payment platforms or offering nonbank money transfers. And financial technology companies are proving that these innovations win consumers over.

According to EY’s “Global FinTech Adoption Index 2019,” financial technology services adoption among internet users has nearly doubled during the past two years, and the adoption rate is growing. Its March 2019 data shows that 64% of digitally active consumers across 27 markets used fintech.

Financial Technology Services Adoption Among Internet Users in Select Countries, March 2019 (% of respondents in each group)<img class="cb-widget-chart_placeholder" src="data:;base64,

The survey also found that global awareness of financial technology products was even higher, at 96%.

Adoption of Neobanks

Neobanks will pose a challenge to traditional banks in 2020 as more customers lean toward the convenience of digital-only platforms. A neobank is a digital- or mobile-only bank with no physical locations, and it provides users with basic financial services such as checking and savings accounts and money-transfer services.

According to the latest FDIC “National Survey of Unbanked and Underbanked Households” published in October 2018, 25.2% of US households either did not bank or were underbanked—meaning they may have had bank accounts but still used financial services outside the banking system to make ends meet. Neobanks are strategically targeting the unbanked population and tech-savvy millennials with their cost-effective structures (no monthly fees, no withdrawal or overdraft costs), along with offering personalized customer experiences (budgeting and money-tracking tools, real-time balances).

An August 2019 Finder.com survey conducted by Pureprofile states that 21.4% of US internet users ages 18 to 91 already used neobanks. About 57% of the same respondents said they believe that digital banking is more convenient than brick-and-mortars, and 8.8% of the respondents intended to open a digital-only bank account in the coming months.

The AI Evolution Continues

Despite relatively slow adoption, banks are increasingly looking to AI to improve their business operations and customer experiences using chatbots and fraud- and risk-detection features. According to an April 2019 report from IHS Markit, the business value of AI in global banking will reach $300 billion by 2030. North America is expected to become the largest market for AI in banking between 2019 and 2023, reaching $79 billion. However, Asia-Pacific, Europe and other global regions will roll out more AI solutions in the banking sector between 2024 and 2030.

Business Value of AI to the Banking Industry in North America, 2018 & 2030 (billions)<img class="cb-widget-chart_placeholder" src="data:;base64,

The cost savings from banks’ chatbot usage alone will reach $7.30 billion worldwide by 2023, up from an estimated $209 million in 2019, according to a February 2019 report from Juniper Research.

How Much Will Banks Worldwide Save in Operational Costs by Using Chatbots? (billions, 2019 & 2023)<img class="cb-widget-chart_placeholder" src="data:;base64,

Chatbot integration in mobile banking apps is expected to make up 79% of chat-driven customer interactions in 2023. Increased consumer preference for app-based banking contributes to this, according to the research firm.

Revitalizing Blockchain Technology

As the financial industry continues to innovate past the use of a conventional transaction process, there is a slow but steady upsurge in blockchain technology adoption and investment, because blockchain allows for the decentralization of data storage. That means there will be safer transactions and greater asset transparency.

The World Economic Forum predicts that the financial sector will increasingly experiment with hybrid blockchain models, while the public sector will increase its use of smart contracts. Several major banks, such as Standard Chartered, American Express and Banco Santander, have partnered with Ripple (a global blockchain remittance network) to facilitate cross-border payments using blockchain.

Financial firms are currently in various stages of blockchain implementation. According to PwC data from June 2019, when global financial institutions were asked about the implementation of emerging technology—like blockchain and AI—37% said they had fintech-based products or services available to their customers. More than a fifth (22%) of these companies said they had products or services in the pilot stage.

Implementation Stage of Emerging Technology* Into Their Products** According to Financial Services Companies Worldwide, June 2019 (% of respondents)<img class="cb-widget-chart_placeholder" src="data:;base64,

Voice Banking Takes off

As people become more acclimated to using voice assistants for search and task performance, banks will benefit from the utilization of voice banking services. Use-case examples include consumers commanding a voice-enabled device to check account balances or pay bills. Survey data from Fiserv released in July 2019 shows that more people reported seeing the benefits of voice banking than ever before. About half (51%) of US internet users said they saw benefits of voice banking, up from 41% in the 2017 survey.

US Internet Users Who Perceive Voice Banking* to Be Beneficial, 2017-2019 (% of respondents)<img class="cb-widget-chart_placeholder" src="data:;base64,

Although usage is still heavily skewed toward younger demographic segments, and there are some hurdles such as security and privacy issues, voice banking has strong growth potential with consumer education.

Companies like American Express, Capital One and PayPal are already offering voice banking services—supported by Alexa, Siri and Google Assistant—that allow customers to check their balances, transfer money, pay bills and report fraudulent transactions. Bank of America even created its own voice-activated virtual assistant Erica in June 2018, which reportedly had over 10 million users as of December 2019.

Tightened Control over Third-Party Data Access

It’s no secret that banks and fintech apps have been attempting to rein in third-party access to customer data. This year, it’s expected that major US banks will further tighten that third-party access to data, despite several industry initiatives and partnerships that were established to standardize data-sharing practices. PNC Financial Services Group made security moves to prevent data aggregators getting access to customers’ account or routing numbers. And JPMorgan Chase said it will ban third-party apps from accessing customer passwords.

According to an October 2019 American Bankers Association survey conducted by Morning Consult, security was No. 2 when it came to what US internet users valued most about their bank (21%), preceded by little to no fees.

What Do US Internet Users Value Most About Their Bank? (% of respondents, Oct 2019)<img class="cb-widget-chart_placeholder" src="data:;base64,

P&G, Unilever join forces with platforms to lead latest cross-media measurement push

After several false starts, advertisers appear to have made a breakthrough in their quixotic pursuit of cross-media measurement.

Unilever and Procter & Gamble are among a group of advertisers leading the latest attempt to see the impact ad spend in one environment, like TV, has across other channels like YouTube. But unlike previous attempts to reach a consensus on cross-media measurement, Google, Facebook, Twitter are involved as are all the major agency holding groups, the Media Ratings Council and broadcasters NBCUniversal and RTL.

The collective for cross-media measurement was formed by the World Federation of Advertisers last October but an outline for how it will work will be revealed in the coming weeks.

Next month, the WFA will announce a set of global principles around transparency, accountability and data provenance that will be used by advertisers, media owners, agencies and measurement companies to build cross-media measurement solutions in local markets like the U.S. where the trade body the Association of National Advertisers will lead the development. When those solutions launch, they will be used for planning and reporting purposes, rather than as a trading currency.

One of the first versions of the solution will be in the U.K., where the advertiser trade association ISBA led the development of “Origin,” which will show the unduplicated reach and frequency ads get across online video, display and TV. Advertisers won’t, however, be able to link their reach and frequency to sales outcomes within Origin as doing so could flout privacy regulations. Instead, they will be able to link their unduplicated reach and frequency to the sales data within their own systems. Eventually, Origin will cover other online and media channels.

It’s unclear when Origin will launch.

“Brands haven’t been enormously vocal on the issue but that’s changing,” said Matt Green, director of global Media at WFA. “We’re trying to drive central consensus to expedite the implementation of more consistent and advanced cross-media measurement.”

For years, the idea of being able to piece together a customer journey from offline to online channels has seemed more like a fool’s errand. When Nielsen and Facebook with Atlas tried to help advertisers minimize duplicated reach, for example, there were catches. Nielsen struggled to track in-app inventory while Atlas could not measure the Google-owned platforms being a Facebook product.

Digiday Publishing Summit Europe

MARCH 2 – 4, 2020
DUBROVNIK, CROATIA

The industry’s latest attempt at cross-media measurement, however, has a few things going for it. Firstly, there’s a group of some of the largest advertisers now involved. Secondly, both Google and Facebook have said they will support the move. Third, there more examples of this being done well like in Germany where TV audience ratings including online video consumption on YouTube.

There are still a few key factors that must be resolved before the system can launch, said an exec with knowledge of the plan. The most pressing concern being how measurement data will be taken from the online platforms, said the exec.

The platforms and media owners want to share aggregated data, not user-level data, said another media executive with knowledge of the cross-media measurement plan.

In other words, marketers looking to run in-campaign frequency management will likely be disappointed as to do so they need user-level data. But for more pragmatic marketers, the stance from the platforms might not be so bad.

In place of user-level data, the platforms have proposed to share cohort-level analytics on audiences with specific attributes who have engaged with a campaign, said the media exec. The aggregated user information, alongside research data from companies like Nielsen that track TV and other offline media, would then be poured into a cloud-based clean room, said the exec.

The approach is similar to Google’s own alternative to third-party cookies that would study browsing behavior of cohorts rather than individuals. Where the two approaches differ, however, is the WFA’s one would be run by an independent body or joint industry committee.

The concept of an independent clean room with no controlling influence from either the buy or sell-sides sounds like the right idea. The problem is finding the right way to make it work.

Not only does the clean room need to give a fair representation of all the media involved, but it also has to run an aggregate analysis of all the data inside, so that advertisers can understand the reach, frequency and attribution of their ads. Otherwise, the clean room would just be a central repository for reporting on separate channels — no different to what companies like Datorama do today.

“Since there’s no common unique identifier shared across publishers to identify an individual, any solution would need enough information to match up account profiles and cookie data, Paul Kasamias, managing partner at Publicis Media agency Starcom. Without those details, the confidence in any insights is always going to be limited, said Kasamias.

Nevertheless, both Google and Facebook have told advertisers they’re willing to help smooth over any bumps on the road toward cross-media measurement.

In an emailed statement, Brad Smallwood, vp of measurement and insights at Facebook said: “We applaud the WFA for bringing the industry together to design a global, privacy-safe, cross-media measurement solution. We are committed to working with the WFA to achieve a proposal that would allow for continuous measurement of reach, frequency management and sales outcomes across all media formats. Providing advertisers with a more comprehensive understanding of their media investments, ultimately resulting in a better experience for consumers.”

That said, it’s in the interest of the platforms to be involved in how cross-media measurement is done. After all, any cross-media measurement framework would allow online video inventory to be compared against TV, and could subsequently make it easier for money to be moved from one media owner to the other.

Senior marketers like Unilever’s svp of global media Luis Di Como have demanded that online platforms like Google and Facebook do better to help advertisers measure reach, not just spend. Online platforms are great at helping advertisers measure the performance of campaigns within their own ecosystems, but tend to ignore what people do outside of their respective platforms. It’s a reality advertisers increasingly struggle with in order to reconcile with their own plans to buy more online media.

Despite those struggles, the imminent removal of cookies from the measurement equation has left advertisers with no option but to pursue better ways to see how many times a single person saw the marketer’s ads across multiple platforms.

“We’re hearing from brand marketers that they are increasingly being asked — often by their chief marketing officer — to understand the contribution and online-to-offline impact of linear TV to their digital channel efforts,” said Brian Leder, president of media consultancy Ramp97.

From Promotion to Education & Engagement: Le SMS de notification est-il en train de détrôner le SMS publicitaire ?

smsmode

Selon une étude réalisée par smsmode, acteur historique de la communication mobile par SMS, les SMS de notification (rappel de rendez-vous, confirmation de réservation ou d’achat, alerte automatique, code de sécurité, etc.).représentent désormais 49% des SMS A2P alors qu’ils ne représentaient en 2017 que 39% des SMS marketing en 2017.

Source: https://mobilemarketing.fr/2020/02/20/le-sms-de-notification-est-il-en-train-de-detroner-le-sms-publicitaire/

Parmi les autres statistiques issues de cette analyse de 83 millions de SMS envoyées par 1299 marques, smsmode révèle que près de 62% des SMS contiennent entre 121 et 160 caractères, que 9 SMS sur 10 sont envoyés via un émetteur personnalisé (Sender ID), que 95% des SMS envoyés sont effectivement délivrés et que le taux de désinscription n’est que de 0,13%.

« Ce niveau de délivrabilité est inégalé par les autres leviers de communication. Cela fait du SMS A2P un canal de diffusion idéal et particulièrement adapté aux communications en temps réel » observe smsmode.

Selon une étude commune de l’AFMM et de la Mobile Marketing Association, les SMS A2P affichaient en 2018 une croissance annuelle de 24%, preuve du dynamisme de ce canal.

infographie-tendances-sms-A2P-smsmode

 

 

BMMA March Lunch 24/3 – Yvan Verougstraete – Founder and CEO of the Medicare-Market group

Convictions, tools and career path of an ‘atypical’ manager of the year

Yvan Verougstraete will share with you some of his convictions about the current state of our society and its political and economic consequences.

He also will describe some of the keys that helped him turn the obstacles he encountered into opportunities. And he will illustrate this with some concrete examples from his personal journey.


Since 2014: Founder and CEO of the Medicare-Market group
First ‘parapharmacy’ sales outlet opened in Gosselies in December 2014. The chain, which also has an online presence, currently has 42 parapharmacies and 18 pharmacies in BeLux, as well as 4 parapharmacies in Italy and 1 in France.

Prior to that:
2012 Viangro Group: Turnaround Officer – Director
Assignment from the Supervisory Board aimed at assisting the Managing Director to put a far-reaching recovery plan in place for the Viangro Group.

2010-2011 TastyFood: Managing Director
Working with the TastyFood team, we consolidated a portfolio of products and commercial relationships.
TastyFood is recognised as one of the leaders in the ready-meals sector. It occupies a prominent position in terms of quality and innovation, thanks to its cutting-edge R&D policy.

2005-2009 Divine Cuisine: Founder and Managing Director
Establishment of a company manufacturing quality ready-meals for mass retailing. ?To continue the adventure and enable the business to grow to a larger size quickly, we decided to merge Divine Cuisine with the catering arm of the Viangro Group… where it became: TastyFood.

2002-2004 Delitraiteur: Operations Director
With responsibility for operations management, we carried out a total restructuring exercise for the company, with the assistance of the managing director and his staff.
1999-2002 McKinsey and Co
Starting out as a ‘Junior’, then an ’Associate’, before becoming a ‘Project Manager’, Yvan was involved in numerous strategic and operational projects. Specialising in retail and FMCG.
EDUCATION
1998-1999 MBA, Vlerick Business School (Magna cum laude)
‘Baron Vlerick’ Prize for the best end-of-year work
1993-1998 Law degree, Université Catholique de Louvain (Magna cum laude)
Exchange programme (Socrates): University of Utrecht

PARTICULAR ACHIEVEMENT
Travelled round the world as a family in 2013.

5 Ways Predictive Intelligence Improves Customer Experience

Predictive Intelligence tools are helping companies improve their bottom line and reach their customers effectively. The term “Predictive Intelligence” might sound like an advanced tool that belongs in a Science fiction film. Nowadays, marketers are using this technology to deliver what their customers need.

source: https://martechseries.com/sales-marketing/customer-experience-management/5-ways-predictive-intelligence-improves-customer-experience/

Also referred to as Predictive Analytics, Predictive Intelligence is composed of Statistics, Data Mining, Algorithms, and Machine Learning. It gives companies a powerful new edge, compensating for the ever-expanding array of choices available on the internet anytime, anywhere. It is a method of creating a customer experience that is unique and personalized by monitoring customer behavior and build a profile according to their preferences. This customer profile data is later used to forecast customer expectations.

Are you still thinking whether Predictive Analytics is a powerful marketing tool since the arrival of online shopping or not? Read this blog further to know the 5 ways in which companies can use this technology to take customer service and sales to the next level.

Forecasting Customer Need

Organizations can use predictive analytics to decisively forecast clients’ needs, at times even before the individual has made up their mind. Predictive analytics can give early indications of any change in customer behavior. Furthermore, predictive capabilities enable brands to be proactive, empowering them to tailor their messages in expectation and successfully serving the customers. It’s a methodology that allows organizations to give predominant customer service. In a world where it would take much longer time to analyze the numbers and extract behavioral patterns of customers, AI can do it in the blink of an eye – something we expect in our hyper-personalized CX delivery models.

Machine Learning algorithms can:

  • Clearly, detect which customer segments should be added and removed from the campaigns.
  • Match the customers to the products they are more likely to use
  • Avoid the promotion of certain stocks to buyers who always return items

Resource Management

Predictive analytics can also help organizations allocate their resources more efficiently and productively. The retailers can combine insight from their store footprints, logistics and customer behavior to perfectly plan staffing levels in advance. This will help the customers to have a smooth, better and overwhelming experience. Therefore, companies can become more efficient, streamline costs and reduce resource wastage. Also, customers can receive timely and personalized experiences.

Streamline Shipping

Predictive analytics empowers organizations to upgrade the client experience as far as possible up to the delivery day. With a number of clients requesting “same day” and “next-day” delivery, predictive analytics helps retailers and their transportation accomplices safe and on-time delivery. The predictive analytics allow the drivers to have a better experience during their journey as the transportation departments can convey them earlier what adjustments need to be made on transport routes to manage volume, thereby impacting the overall customer experience.

Highly-Personalized Marketing

Creating a personalized experience is all about delivering customers the right message at the right time, on the right channel.

Imagine a world wherein the retailer knows precisely what a customer needs even before landing on the company’s site or application. That is the experience that predictive analytics can exactly deliver.

Through data-driven innovation, we can make a customized collection, using thousands of products, each and every day — creating a client experience that is genuinely engaging and relevant.

In a personalized retail marketing environment, sellers weave varieties, selections, price points, shipping time, the shipping cost in a way to create a long-lasting customer experience.

Churn Reduction of Customer

“Predictive analysis” can be utilized to distinguish clients exhibiting a high churn risk and assist organizations with taking proactive attention to upgrade client experience and serve their requirements better. Retailers have quite a while ago, looked for methods for decreasing client churn, the level of once faithful buyers who have quit gaining an organization’s products or services during a particular time allotment.

Also called client attrition, client churn is a basic measurement, given that it’s far more affordable to hold existing clients than it is to secure new ones. For example- a denied loan request can alert a financial institution about the customers presenting a high churn risk.

The Future

We can say that predictive intelligence is an incredible asset for organizations to have in their armory and one that they should utilize deliberately and regularly to create an overwhelming customer experience. These organizations demonstrate that it’s conceivable to foresee the future and do it such that it keeps customers happy and returning for additional.

It is also true that this technology has evolved so much to the point that businesses can’t ignore some new innovations — like a system that offers recommendations on the basis of customer traffic patterns.