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The customer experience at the time of the ubi-commerce: The thought and concept ideas

With the expansion of uses and location-based services and real-time embedded applications on mobile, Internet bathing the real, the business has Ubimedia playground of Hyper Interactive Marketing ( see my last post on this) , players being hypermobile (= mobile users to go to become ubinautes ;-). Open opportunities for innovation, new conquests (or renewal of certain target market) and customer engagement for brands. Particularly those benefiting from a network of shops or can be based on certain physical locations in which it might claim (or show them) : a storefront to boost its e-commerce are.

These innovations are to have the digital interactivity in the real, in place and physical, will acquire the brands and signs of new capacity: interact in situ in digital .

• in the area near a shop,
• front of his window,
• within the store shelf and to the dressing room.
• and ... since the e-commerce and its extensions on social networks (facebook fan page, account twitter, "Fousquarelike" ...:)
• on comparators and search engine incorporating the size and hyper Realtime

This new ability to interact digitally registered to make them think otherwise the customer experience .

It is therefore to think the customer experience in synchrony between the different dimensions of shopping experience, featuring various channels of interactivity. And I make the assumption that the hyper-dimension is crucial if one considers that the buying experience is global.

This implies a rethinking of the term purchase :

• both for indexing in search queries and local listings
• in the design and optimization of an e-commerce site, its datasheets and its space-client
• and other points of contact on / off: SMS, lifestreaming client (social networking, messaging, etc ...) and Mailings

Merge-ecommerce site instead of selling physical

Thus, in practice rather than considering the e-commerce sales channel as a standalone (or competitor of the physical network) it may be appropriate to link them to networks of symbiotic physical stores on relevant use cases.

And why do such a thing, would you say?
For more proximity and responsiveness of supply and demand (of the supply chain at checkout) at a time when the real time will become the engine, c ', is to say, the context of the most frequent use of the shopping experience .
E-commerce is doing very well indeed, but the novelty is the addition of a digital layer everywhere on my daily path, allowing interactivity everywhere. We are entering the age of u-commerce or ubi-commerce, mobile Internet of today is only the beginning of the story.

In fact, the question then i streamline the conversion rate to sales by linking and integrating all channels of interactivity (including e-commerce site), the real context of experience purchase.

A hypothesis that I issue certainly, to verify in practice, by experimenting as a POC (Proof of Concept), for example, based on use cases that are identifying and developing scenarios [Bars ] for more info, contact me [Pub]

Ideas uses ubi-commerce, laid in loose, digging, to open the debate

1. "widgetize" campaign website offers online, or even a product, in situ, in a physical strategic eg

• your store: on his display on a terminal or on the touch table counters or smartphone or via a LAN Ipad
• on one or more other types of partner locations in phase with the DNA marks and / or phase with affinity sites of your clients, which are a hub of urban audience found: a bar as in the example below , a restaurant, a queue, POI attractive, etc. ... ).

short, "widgetize" the online in the off, are, in the form of an interactive display device or a mobile location-based application (with augmented reality for example).

The screen below WAS spotted

Dog Ear Tavern in NYC .
source: TheWebOutSide

2. Syndication geolocated and affiliate sites.
Promote your shop as a place to join in a syndication program in mobile internet for example, that your customers collect a certain number of points and get a discount on a show, a cinema, a restaurant in their neighborhood. ;

3. Connect the ordering process online store physical as a relay-package (your client then saves postage whether to buy it and look in the shop). In short, systematize all your shopping this ability to pre-book online to buy a product and then remove the store (Darty did in precursor). This presupposes the size: the physical distribution network and the Internet are not sealed from each other ...

4. Revolutionizing product of e-commerce site by posting information contextually lifts and in real time, since store near me networks or store nearby, go to a brief merger items and experience purchasing boutique.Ce which assumes that the e-commerce site or in the ability to geotag current session of the user.

• A sign in Germany has tested the use of RFID in clothing, packaging, shelving dressing room up to display information on cross-selling in a magic mirror and to continue tracking at checkout. Why not push the envelope further up data from the store until the product online? And vice versa.

example:

• Reassemble the best selling product : These products that people have tried most often in the cabin and who have actually purchased. The Internet of Things, more simply, RFID ( industrializing appear very soon ) or flashcode and other 2D code stamped on the product, authorizes such use.
• Pusher or display notices, online consumer reviews on the product in store (for RFID tag by tag flashcode or 2D code, programming bluetooth) from the e-commerce site or via third-party application such
• indicate the availability of this product in the store near You (I save shipping and I have my product right away),
• Encapsulate the product of e-commerce site tweets in situ geeks customers "published on foursquarelike (at provided that the nature of the product is suitable)
• ...

5.i ntegrating your m-commerce applications and e-commerce sites, third party applications to social location in real time type "User Generated Local labeling" (eg mobile users plébiscitent The place of their presence and reviews, which helps to generate socially a quality of that place) as permitting Foursquare Brighkite, Dismoio, for example to animate a brand presence and a commercial offering in situ. One could imagine, for example:

• facilitated the organization of the bulk purchase, either from the physical store (via push Foursquare on his smartphone example at the initiative of the store) or from the product page of e-commerce site from which the buyers will be met and give appointments, instilling a dynamic event in the store (a kind of flash mob under control.). As such, the operation Foursquare / Starbucks is inspiring.

6. Space Customer Ubimedia : we often speak of "customer area to win." When I talk to me ' ubimédiatiser its client area within its preferred mobile device (today's smartphone), interacting with the surroundings and always connected to its cloud data, including its customer history.

• is announced the next iPhone has an RFID chip . You go in hand with him, you walk with him on the shelf, and indeed, this smartphone could become not only your partner but also purchase the companion of your cart or your loyalty card.
• A loyalty card smart board: why not more synchronized in real time the customer area to the card, loyalty card would become a hyper-communicative multi-service, able to interact with the system of continuous data . About the shopping experience in supermarkets, for example, could restore your last shopping list made in store on your space Hourra.fr, Auchan.fr, Supermarket.fr. In short, linking the shopping experience in the physical store e-commerce site.

If you have ideas for use ubi-commerce or even inspiring cases to rise, please. I'm interested:)


I know, I advance here a minefield. The logistical and organizational brakes do not fail (physical network and e-commerce are not easily interoperable), they are technical and legal brakes (CNIL requires ;-), not to mention the potential use of innovations that lie ahead in terms of interactivity (TV connected to 3 D as a dimension of experience buying, for example).

continued ...

Nursing Men Like Babies

FOURSQUARE, sesame for permission marketing on the market for hyper?

Thanks to Mari Sheibley

Conviction Ubimedia the business, interactivity everywere = time to market
Since my tickets a few months exploring the market potential as a vector of hyper-innovation and thus high growth of the Internet business (Ubimedia business) for several reasons:

• hyperlocal brings new uses, the Internet real bathing
• the mobile devices and outdoor (digital signage) to free themselves technologically more convergence and interoperability
• and target mobile users, these urban hyperconnected, soon we will speak of ubinautes is destined to grow.

In this context, I described a paradigm the hyperlink with the idea:

• push interactivity in digital ecosystem in situ, allowing anyone to edit the real animate its anchoring points and transit daily.
• But this paradigm raises a challenge for the marks, to invent a new posture: how to integrate within hyper-spheres, and thus hyperconnectées hyperpersonnelles a logical marketing and sales management? How to inject interactivity between end-users and retailers, so natural, legitimate, non-invasive, respecting the permission marketing?

Foursquare marks a milestone in the era of hyper interactive marketing
Foursquare would begin to answer embody the community service outreach and promotion of places that will meet the dual requirements of the market 'hyperlocal in terms of practice perspective end user but also in terms of business perspective brands.





Founded in March 2009 in the USA, Foursquare is designed as a mobile social network recovery sites via a mechanical 2.0 "user generated labelisation.
Let me explain:
The service is based on geolocation places and encourages people (at least the mobile users) to locate and comment most often on and from such place to become the ambassador (the ultimate degree being that of Mayor / the Mayor) , and therefore qualify it this place simply because of their presence ( "I love this place, I am and I claim it! ) And therefore, be rewarded in Winner of the benefits (of points, badges, invitations, couponing, ...) when the player returns and publishes frequently on such a place. Of course, the idea is to share the location and fetish scene with their social network of friends, all membership and "lucidity".

This type of service, he moved over time from a critical mass of users will the sesame brands to enter the interactive relationship with consumers and complicit on the site of consumption.

Rapidly achieving the critical mass of users
Some brands storefront and innovative fiber, have tested this approach with success: The chain Starbucks moved to San Francisco a badge "Barista" on Foursquare putting his fans compete to become "King Coffee" Starbucks in the city.
But one can imagine a network devoid of brand signage, on the basis of local partnerships, to operate his account hyperlocal by selecting a number of places in tune with the world of brand and award a badge brand ambassador branded its colors, the mobile users attempt to gain the most active of these "places called 'Affairs to receive benefits (invitation couponing). Several signals

announce that this type of service (Foursquare prior) will refuel users in France (it's in my crystal ball ;-) with a speed of propagation and adhesion remarkable compared to the first service precursors in France as excellent Dismoio and other less visible services such as brighkite (remarkable for its ergonomics and claims of 2million utilsiateurs) or aka-haki:

• Firstly, the strategy conquest of Foursquare reminiscent of Facebook, which had operated as the spring play: remember, the profusion of game applications involving competition his friends.
• Third party applications manage micro-blogging as such or Tweetie Hootsuite already offer synchronization with Foursquare.

• The recent partnership Foursquare / local newspaper Metro which should ensure a high profile development: Imagine, Metro is "a friend" at Foursquare. You are such a great international city, you pass such a place referenced in the database Metro, and presto, you Foursquare "push" a review on the site from your "friend Metro." A good way to revitalize the PQR (Regional Daily Press), by the way ...
  

• Finally, the last index of the craze for Hyper Interactive Marketing: A "Foursquarelike" French attempts to take market share in France, launched in December 2009, operates Plyce the same rules as Foursquare but with a more careful ergonomics on the mobile application. Stay tuned.

• If you have figures showing the number of downloading the application Foursquare in France and the number of check-in France, I'm interested ;-)

So the concept of service Foursquare, he will become a must in a device hyperlocal interactive marketing?

I think the success of this type of service Foursquare or another of the same ilk, since it will incorporate several ingredients skillfully winners

• First, go to "ConsumActors" smartphone addicts and mobile Internet and mobile service operators, enthusiasts of urbanity and conviviality, or revitalization of social ties (I am thinking here of Communities).
• publishing shared real places begins to enter into the habits of mobile users , Dismoio, Brightkite, and others have led the way in France.On even speaks folksotopies by analogy with folksonomies.
• play mechanics: emulation among friends, is that which "tagger" as such a place
  
• anchoring and experience tangible "tattoo of him" his place daily real-life "here and now" (the immediatsphère valued under the influence of presenteeism, the emotional carpe diem for a split between us)
• My presence as a label of quality of place and presence signal for my tribe, my track point to my network of friends for reassurance on this place since I'd have my presence Seal of Approval / report my presence and invite my friends who are around.
  
• viralization the real-time synchronization with by mass social networks such as facebook and twitter
• the fact that the valuation of the premises by the user to amplify, to radiate see his social status ( personal branding ) with his friends ... "What, you're the mayor of the Hotel Costes?"
• Places physically ready to play the game by relaying see by being sponsor of the device in situ, form of flyers distributed on site or nearby, and if one seeks in excess, as a dynamic giant screens as was seen in Las Vegas with widgetize of foursquare on the digital signage LocaModa )

Las Vegas: Foursquare flow related to the hotel
displayed in real time displayed on its front

• The ability to attract partnerships with local operators (PagesJaunes an example) shops and convenience stores, especially the "happy-users' generated in situ via Foursquare are not in criticism but rather a logic of labeling of the place (indeed, " I'm not trying to be the Mayor this restaurant where we eat poorly ")
• or partnerships with operators hyperlocal content syndication (as mentioned above Subway)
  
  

• and / or partnerships affiliation as strategic locations (new nodes hyperqualifiée niche audience, membership in location-based augmented reality widget or mobile device in situ)
• The ability to measure the ROI of shares in situ and integrated into the dashboard 360. Precisely, with its success across the Atlantic, announcing a brick Foursquare analytics to measure the ROI of such a place, which will facilitate the integration of physical locations in the marketing and ecommerce features brands.

Starbucks engage customers with Foursquare.
Here mobinaute a "check" the presence of friends passing coffee
AP Photo / Russel A. Daniels)

Be friendly with Foursquare context and soon Facebook?

The challenge is for Foursquare last term where the strategic importance of a rapid conquest to achieve a critical mass of users. This has long ceased to concern the mighty Facebook, which was slow to engage in hyper but just announced this week integrate geolocation . And so he came on the market for hyperlocal. For reference, Google it ended 2009 including Favorite Places with

For now, Foursquare provides an initial solution to the marks on the market by Hyper the fun and gain advantages in context to places and what in a recovery target, a place of labeling by the consumer (user generated labelisation). The concept of service becomes a marketing arm Foursquare situational for a brand or a brand is adopting a new posture brand that qualify of "context friendly" .

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To learn more about Foursquare and trademarks, see the excellent presentation by Gregory POUY:

Foursquare: presentation and use business

View more presentations from Gregory Pouy .

Letter Of Interest For A Sorority

The potential of the "Proposed Touch" interactive contextual friendly



We already knew the project Sixth Sense as on-board computer user connected to the ambient cloud data, using a pico-projector LED coupled to a camera and a mobile phone, to project an interface and therefore a game of interaction on physical objects (books, table, package product) but also human like the hand of the user. Magic!

Here are 2 other examples signed Microsof Search operator pico-projection and gesture recognition (motion capture) camera fixed ( project area Mobile Computer ) or coupled to an embedded set of tactile sensors on the body ( Project Skinput ).





The potential for pico-projection is very attractive because it adapts to any surface and therefore any context of interactivity. It is free of physical and procedural device of a touch screen like the Surface table for example, or even a touchscreen smartphone, by projecting onto a surface of the real world (physical objects surface and / or body human) interface elements and game tactile interaction. Potential should not be overlooked because that would reduce the constraints integration of an interactive Ubimedia within a physical space in terms of cost, in terms of integrity and architectural landscape citatin (as well as the integrity of a piece of furniture from one place ) and thus simplifying the legal headache.

And in the end user experience is also promising. Remember, this menu on the table to touch the famous London restaurant ( Inamo ).



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update (March 8, 2010): this alert on the Blog Generation Touch on a draft board pico projector on our smartphones, which seems to be the optimal solution of the "Proposed touch" as the Canadian society imagines Gesture Tek



Stay tuned. ..

Name For A Cake Business

My interview Ooh-tv: digital signage + internet = playing cards at the age of Ubimedia



I introduce here an interview published on the blog Ooh-tv Denis Gaumond that I spent last February (which I again thank the route). I am a regular reader of this blog dedicated to displaying dynamic (digital signage), Business Communication Outdoor and marketing that I see from my sphere of art and interactivity which I have long said that the internet (interactivity on line) can play the beautiful cards. That's what I explain in this interview, in particular through the notion of Ubimedia as I described in my agency.

>> Read the interview on the blog Ooh-tv.

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