BXP - June/July 2017 - 34

34

organic meals that are served as quickly and conveniently as
fast food.
"The food is delicious but more importantly, there is virtually
no friction in the entire experience. it's a seamless, connected
brand experience that extends beyond their products," he
says. "The containers are completely recyclable. You can't
buy bottles of water, but they'll give you a cup for free water.
There's information about calorie counts and food sources.
You don't even need to wait on line. Their mobile app enables
users to place orders and pick them up at predetermined
times with complete meal customization."
According to bajorek, Starbucks has long been one of the
leading brands making connections and its strategy is very
effective. he notes, "They have identified their user base,
understand their unmet needs and filled them, both from a
product standpoint and from an experience standpoint."
Walker suggests marketers and brand managers look at nordstrom inc.'s website as a best-in-class example of how to manage the multiple brand identities inherent in a business like
department stores in a cohesive way. he encourages designers
"Younger and more affluent customers are more open than

to check out lush ltd.'s site as an example of how grid layer-

other demographic groups to want connected experiences

ing technology can be paired with compelling visuals to create

with brands," says Chris McDonald, CEO of Registria. "And

a fresh, exciting brand identity that is also very organized.

younger and more affluent consumers would prefer to have
product information delivered directly to their mobile device

COnTinUinG ThE COnvERSATiOn

via an app they already use."

Engagement shouldn't stop at the sale. Research has shown
that the first 48 hours after a purchase is the best time for

ThE 4-1-1 Of MObilE SCAn

brands to initiate a positive interaction with their customers-

Registering products is getting easier thanks to new technol-

and this almost always should be done by digital methods.

ogies that connect the physical world to the virtual. GS1 US's

McDonald notes that 40% of buyers say that their post-

Mobile Scan enables brands to use a nearly invisible digital

purchase experience is the most memorable part of their

watermark that enables consumers to access brand-

overall brand experience.

authorized product information and find interactive brand
websites that enable them to register products and more.

"As a result, brands that optimize mobile and digital devices
to capture customers immediately post-purchase are seeing

"When a consumer interacts with a package using a smart

millions in additional aftermarket revenue and reduced cus-

phone, the backend system points them to a website, which

tomer service cost-often an additional $15 to $50 in revenue

informs them more about the product, how it can be used and

per post-purchase product registration," he says. "Welcome

any type of media a brand would like to do," Rich Richardson,

emails have been shown to generate three times more rev-

vice president of standards management for GS1 US, says. "it's

enue than standalone promotional emails. brands can also

limited only by the amount of backend systems that whoever

engage customers post-purchase by encouraging them to

is using the technology choose, so the sky's the limit."

post reviews of their new product."

bRAnDS DOinG iT RiGhT

from pre-purchase to post, a marketing strategy that en-

Rosenblum's favorite connected brand experience comes

gages shoppers can create loyalty, evangelism and unparal-

from a new restaurant chain called Sweetgreen, which offers

leled connections. 

june / july 2017

|

Brand Experience



Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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