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How offline and online experiences merge to transform audience engagement
Merging physical and digital consumer experiences isn’t new, but until recently, consumers typically led these interactions.
Convenience
INFORMATION
Loyalty perks
“Phygital” experiences blend digital experiences with physical ones. But experiences such as these are due for a technology transformation.
of executives ranked personalizing the customer experience as a high priority – more than any other loyalty activator.
61
%
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What Technology Drives Connected Experiences?
How Do Connect Experiences Elevate Conventional Digital Marketing?
Connected Experiences Are the Next Steps
INTRO
Research
Stores
Apps
Credit Cards
PwC, Customer Loyalty Executive Survey 2023
How do Connected Experiences work?
Real-Time Retail Journey
Connected Experiences enable businesses to optimize customers’ experiences in real-time at the segment-of-one level. It is done through smart integrations with physical touchpoints throughout co-branded spaces, brick-and-mortar, and much more. With IoT devices and powerful edge serverless technology, it gives brands industry-first intelligence on customer segments and their purchase histories.
of consumers expect personalized interactions with companies – and 76% get frustrated when this doesn't happen.
71
McKinsey & Company, “The value of of getting personalization right – or wrong – is multiplying,” November 12, 2021
Using IoT, AI, data, and cloud technologies, Connected Experiences help businesses extract maximum value from every meaningful interaction between brands and individual audience members by delivering in-the-moment offers and services in anticipation of what consumers may want and need.
Connected Experience
Traditional phygital experience
1. How Do Connected Experiences Work?
To bring phygital experiences to the next level, Connected Experiences activate physical spaces with IoT devices like sensors, cameras, and beacons to gather in-person behaviors. This data, gleaned from digitized entrances, kiosks, signage, and shelves, is collected, processed, and analyzed with serverless edge technology for real-time interactions. Used in conjunction with other customer profile data, businesses can significantly enhance the range, speed, and continuity of audience engagement and personalization.
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Connected Experiences can be used in retail, healthcare, banking, telecom, insurance, travel, and hospitality. Let’s take a look at a real-time retail journey.
For new customers, Connected Experiences can be triggered by an interaction with a QR code or SMS sign-up, which assigns the device a profile ID. This helps to track their in-store browsing patterns and other behaviors. Once the customer opts-in and provides a name and email address, the profile ID is labeled as "identified" and no prior data is lost.
An IoT-enabled beacon detects the customer’s arrival at the store.
Arrival
The beacon triggers a notification so that the store team greets the loyal customer and offers to help find the item.
Kiosks and displays show relevant offers to the customer based on their interest or extended presence in a specific section.
SHOPPING
When near a store, a customer with the brand’s mobile app is pushed a coupon for an item from their wish list or shopping cart.
Location Notification
1
The store entrance beacon tracks the customer’s departure, triggering a post-visit survey with a return coupon offer.
Post-Visit
The customer can scan product barcodes while shopping to self-pay or visit a self-pay checkout.
Check-Out
The customer’s mobile app alerts them to other in-stock items from their wishlist, including the aisle and shelf location.
Upsell
WHAT ABOUT NEW CUSTOMERS?
Greeting
2
3
4
5
6
7
• Audience profile • Behavioral analytics • Reach-Engagement- Conversion analytics • Campaign analytics
DATA THAT CAN BE LEVERAGED
Often limited to a few channels (e.g., mobile, SMS, website, email), with siloed offline and online touchpoints
Channels Supported
2. How Do Connected Experiences Elevate Conventional Digital Marketing?
AFTER
Connected Experiences
Before
Marketing as Usual
Far more extensive channel mix (e.g., IoT, QR, smartwatches, telematics devices), covering both physical and digital touchpoints
Leverage data from IoT devices to deliver, analyze, and optimize customer experiences in real time, fully complementing digital apps
Little to no support for IoT devices beyond basic transactional use cases separated from audience engagement
IoT Support
Real-time, AI-driven personalization that adapts to evolving context at the individual level and across channels
Insufficient continuity of personalization across channels
Personalization
Processing of customer behavioral data in physical spaces for engagement optimization and insight generation
Limited visibility on offline customer behavior
Behavioral Data
Comprehensive, offline-online ROI attribution
Inability to link offline and online conversions for more cohesive attribution
Online-Offline Attribution
shorter processing time of behavioral trigger requests
30-59x
3. What Technology Drives Connected Experiences?
A defining characteristic of Connected Experiences is the way all processes – including real-time data ingestion, response triggering, journey optimization, attribution, and more – are interconnected, occurring with no disruption or delay. You need a transformative engine that ties all these elements together. RESUL from Resulticks is an all-in-one solution that brings together an industry-leading Customer Data Platform (CDP), intuitive omnichannel orchestration, real-time personalization at scale, comprehensive analytics, and detailed, cookie-independent attribution in a single solution. Built on Google Cloud, RESUL delivers scalability, availability, and security, while innovating the customer journey using BigQuery and Google Cloud AI/ML capabilities.
required to process contextual responses
second
<1
While technologies driving Connected Experiences seem complex and advanced, setting up seamless customer journeys powered by IoT data and AI/ML is easy with RESUL. We offer one consolidated solution that ticks all the boxes. We empower companies in different industries, from local stores to multinational chains, to improve their customer journey with an approach focused on quicker time-to-value and ROI growth.
Download our free report.
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TO LEARN MORE:
Visit go.resul.io.
Check out RESUL on Google Cloud Marketplace.
