When I hear the phrase “immersive experiences” I typically think about the concept of augmented reality. Upon further investigation, I realize that “immersive experiences” expand beyond real life interactions with consumers, but it can apply to how brands can connect to consumers online through a website. These consumers are engaged in a highly visual web environments where they can easily get lost by all the interactive features.
For instance, the Google Cultural Institute engages its visitors through a series of pictographs, informational blurbs, and other short and easy to consume material. Not only does this website help Google boost its brand image as a cultural provider, it gives consumers a place to relax and delve into history in the comforts of their own homes.
Another great brand “immersive experience” would be from Burberry’s bespoke tab on its website. Consumers have the opportunity to customize their own iconic Burberry jacket. This option gives shoppers a chance to make their own unique products. Car websites are known to have this kind of immersive experiences for its consumers, but it is more interesting to see how it works in the fashion industry.
As technology increasingly advances, so does marketing techniques. In this case, marketers have effectively invented novel ways to engage their audiences through augmented realities and immersive experiences.
There has been a recent trend for magazines to integrate e-commerce in a more seamless manner for their readers. With new e-commerce capabilities, browsers have the ability to shop for products without leaving the original site. This convenience of having an on-site shopping cart would increase sales. In addition, it could potentially influence customers to try out new products that they wouldn’t normally opt for.
Some magazines like Allure provides a similar experience, but only offers products from one retailer. Other magazines like Vogue or Elle use links to retailer sites and earn a portion for every sale. While this option is certainly more convenient for publishers, it isn’t at all for the customers. This is where 72Lux comes in.
72Lux is a NYC-based startup that helps publishers transform their websites into successful online retail outlets. Currently, 72Lux has patent-pending technology like universal checkout, product catalog, brand management, data sharing, flexible customization, and multi-platform commerce solutions. 72Lux is now working with Essence and Teen Vogue to use a seamless check-out integration. Unlike other competing magazines, Essence and Teen Vogue will allow for their browsers to shop directly on-site rather than being directed to other retail sites.
Hopefully more magazines will start utilizing this method of e-commerce, because it would definitely make online shopping a lot easier.
Applebee’s faced a huge backlash from the community when an employee uploaded a picture of a receipt where the customer refused to pay the given gratuity amount. The employee was then fired by the restaurant because the content of the receipt violated the customer’s privacy rights. This could have been an easy fix, but Applebee’s made several mistakes in regards to addressing people’s concerns and ultimately tarnished the restaurant’s reputation.
Olive Garden hasn’t experienced the same fate, but the restaurant chain may have reached an all new low with online advertising campaigns.
Last Wednesday, a picture of an Olive Garden receipt was posted on Reddit with the explanation:
“My brother, wife, 3 year-old daughter and I went to Olive Garden after a recent house fire at my parents. When the manager asked how everything was my daughter said ‘Grandpa’s house burned down’. Here’s how we received the check.”
According to this article, the post received over 1,000 comments. However, many commenters were skeptical rather than supportive. There was one skeptic who worked in the advertising industry that claimed he had seen other companies/brands working on these kinds of campaigns to promote good will among their customer base. On the other hand, Reddit’s general manager Erik Martin believes that the receipt is real because a brand wouldn’t risk the potential harsh criticism if caught.
Some comments mentioned that the placement of the Olive Garden’s logo was suspicious, but I think that someone who took the picture made sure to include the logo to give credit to the restaurant. If you look closely, the logo is on the typical black restaurant guest check book. In addition, I completely agree with Martin. Anyone who knows about Applebee’s blunder has blacklisted the restaurant. I highly doubt that Olive Gardens would put its reputation on the line for something as little as a picture of a receipt on Reddit.
Recently in my Management 3000 course, my professor spoke about entrepreneurial spirit and success stories about self-starters. I’ve always known that I would never have the ability to start up my own business mainly because of the risk of not being able to generate a successful idea.
However, I recently read a Mashable article about Julie Deane, founder of Cambridge Satchel Company who started up her own company with an initial budget of only £600. I have become so accustomed to the process of how an entrepreneur started his/her company, but Deane’s story shocked me.
Deane should be the poster-child of a self-starter. Due to the limits on budget, she literally learned everything by herself through the Internet. She made the right steps in initially ensuring that her product would be unique. Additionally, Deane learned how to make a website in two days and made her own in one. She immersed herself and her products online through the Yellow Pages, Etsy, eBay, and a few blogs by using guerilla marketing. As things picked up with selling products, Deane was able to interact with some of her customers and receive feedback. One in particular completely revolutionized Deane’s company.
Fashion blogs are notorious online. You can find them on YouTube channels, Tumblr accounts… literally any social platform. Deane was able to catch onto this and worked with some fashion bloggers to help generate ideas for new products while also increasing her customer base. As a result of her interaction with blogs, Deane grew widely renowned in the fashion industry and quickly became a huge success.
What I found incredibly respectable was Deane’s desire to give back to the online community that helped her achieve success by using the ground floor of her first brick-and-mortar store as a space for fashion bloggers to write their next pieces on the next big thing.
For all those entrepreneurs out there, here are some lessons learned from Julie Deane that Mashable listed:
- Take risks
- Be resourceful — DIY as much as possible
- Know your audience, how they behave and where they spend their time
- Don’t give your product away or sell it shot, but strategic gifting can go a long way
- Seize opportunities
- Engage your fans, offer them a stake in your company
- Find valuable brand partners with whom to run competitions and giveaways
- Be authentic — Julie tweets about her dog, Rupert, which humanizes the brand
- Embrace the web and the platforms that live on it