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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 ...