Why Brands Need To Seamlessly Interconnect Digital And Physical

Feminism. Women's platform. Website. Female community. Laptop screen. Digital project for girls. Flat editable vector illustration, clip art
SHARE
THIS



In this guest post, Accenture Interactive GM of Fjord APAC Bronwyn van der Merwe talks on why brands need to seamlessly interconnect digital and physical to more efficiently and creatively act on customer data.

A wave of change is coming. Following years of investment in digital as a key channel to enable consumers to interact with organisations, a greater emphasis is now being placed on intertwining both the digital and physical space.

The emergence of an increasingly integrated approach is becoming evident in Australia, where convenience, powered by seamless connectivity dependent on data, has led to shift among retailers and others to gather, use and act on customer data both more effectively and creatively.

With organisations such as Google, Mastercard and Alibaba leading the way, we are now at a point where digital and physical intertwine.

Australian organisations will need to use their understanding of customers’ online behaviours to reshape offline experiences and vice versa.

Take Google and Mastercard, who are working together to develop two-way tracking conversion that transcends the digital world to finally connect offline behaviour and digital marketing.

Nike also recently released a new app, which aims to bridge the gap between shopping online and in-store. Using geolocation tagging, the app knows when you arrive in store and offers a range of new features to improve the physical browsing experience.

In Melbourne, 7-Eleven removed the physical checkout from the store at its Richmond store, enabling Australian customers to pay only via mobile app. The store provides a more seamless and convenient customer experience, with more space and less queues.

In order to seamlessly interconnect digital and physical experience, Australian organisations will be required to undertake a fundamental rethink of the approaches and tools for designing spaces. Fjord, part of Accenture Interactive, have outlined four steps for organisations looking to do so:

Let online behaviours inform offline
Consumers’ digital behaviour can give powerful insights to what Australians want and value. Australian businesses need to use those insights where appropriate in a physical environment.

For example, Amazon opened a four-star physical store that only stocks products that have been given four stars or more in their online reviews.

In the store, there are tables devoted to groupings such as “most wished for”, “Amazon exclusives” and “holiday deals”.

Strengthening partnerships
The experience of seamlessly moving between digital and physical channels is evolving. To mind the gap and stop consumers from being left behind, Australian organisations should explore the potential of new technology partnerships to make it happen.

Apple recently expanded its enterprise SAP partnership focusing on increasing iPhone, iPad and Mac use in enterprise through the use of augmented reality (AR) and machine learning. For example, SAP and Apple will leverage augmented reality to repair machinery and stock shelves.

Link space and business strategy
Australian organisations also need to define the productivity they want from their space, and design around it.

The business purpose of space is constantly changing, and as organisations move to new agile ways of working it’s imperative that this is reflected in an organisation’s workplace strategy.

WeWork focused, until recently, on offering individuals and small businesses physical coworking spaces. Now, it’s augmenting its physical space offer with digital information gathered from its 268,000 members in 287 locations across 23 countries.

WeWork uses this data to give real-time recommendations to big corporations on how to get more out of their spaces and reduce employee churn.

Hub Australia has aligned their space to intermix digital and physical, by offering premium co-working spaces which include state-of-the-art media studios.

Each media studio is equipped with full podcasting equipment for members to create their own audio recordings, interviews and content.

Create a connected ecosystem
In addition, organisations need to look at the ecosystems of services and experiences offered in their space.

They will also need to open up to designing digital channels, stores, supply chain or communities as part of an integrated whole. Importantly, they’ll need to then link these ecosystems to Australian customers’ needs and mindsets, making sure this is what drives the design process.

Increasingly, the physical and digital journey will be designed as a single experience, meeting the holistic needs of Australian consumers. Australian organisations need to rethink their approaches and tools for designing spaces.

Those who don’t invest in or drive differentiation in the physical environment will give up market share to those that can. The time is now.

Please login with linkedin to comment

Accenture

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]