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Tag Archives: Customer Experience

Beacons: a peek behind the scenes

April 10, 2015
Australia, Beacon, CRM, Customer Experience, Mobile, Proximity marketing
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A few months ago, I started exploring the key need-to-knows of beacons, whilst also considering cost-effective solutions for small businesses.

For all the marketing press coverage I studied then however, there appeared to be little on the actual practicalities. I guess, the not-so-sexy part of beacon marketing, critical nonetheless.

Specifically, what I wanted to know: are all suppliers equal? How easy are beacons to set up and manage? Do they suck a lot time and resource to integrate and maintain? And where does the data go?

And so, I decided to approach one of the technology providers to explore that facet a bit more.

The key take-outs from our conversations as well as findings from my latest research and DIY experiment are summed up here in B&T magazine. I hope you find them useful and look forward to hearing about your first-hand experience or any additional tips you may have for us!

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A consumer’s point of view on this month’s Missoni for Target launch campaign

October 21, 2014
Advertising, Australia, CRM, Customer Experience, e-Commerce
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I am a big fan of Target as a marketer and of Missoni as a fashionista, and so when the two came together this month to launch their Missoni for Target collection Down Under, I just had to shop it! And also reflect upon my own personal customer journey from start to finish – that’s just the marketing geek in me :)

A lot of thought visibly went into the design of the campaign, and although it wasn’t plain sailing through and through, most of the journey was pleasant enough – and the collection items all great fashion staples!

Amongst the defining moments of the much-publicized launch were a 24-hour site crash and a full-on social medial crisis (as seen in the screenshots below. Notice the escalating tone as hours go by…) – both of which we can learn a lot from. But fear not, there were some good times too!

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To find out more about all the fun you’ve missed, things they got right and things that could have gone better from a consumer perspective, check out my detailed account here on LinkedIn.

If you too were part of this Aussie fashion moment, I’d love to hear how it went for you and what you would have liked to see.

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