The rules of “Consumer Engagement” have been getting ink in every other article, publication, blog and ‘how-to’ advertising guide out there in recent times. Well-deserved no doubt, brands have already moved past telling their story to reaching out and asking you to write it with them. In today’s ‘always-on-my-phone’ age though, engagement has largely taken the form of apps, online engagement, and ofcourse the twitterverse and facebooksphere.
If you think back to the traditional retail kiosk though, are we still only having one-way conversations with the consumer? Is there a level of interaction that can be built in, in a subtle way without the nightmarish corner-and-distract car salesman technique? It raises questions like How does one read the shopper’s disposition? Would they want to be approached? Do they want to hear what’s on sale? Or…do they just want to be left alone to browse,without the sales talk?
Clinique attempts a psychic-equivalent of mind reading with purposeful wrist bands, that encourage shoppers to wear one to ‘speak their mind’. Wear green ‘for a consultation’, Pink ‘to browse in peace’ and White for ‘Express Service’.
This attempts to solve the problem of intimidating potential customers with overselling/shadowing them around. Ofcourse, it needs to translate to an attentive sales force, that is constantly wrist-watching before launching into sell mode.
In my opinion, while this is a new approach and seemingly fresh, it could be further developed and could lend itself to a campaign thought. For instance, how about translating this level of consumer understanding into something Clinique can own? Could this reinstate Clinique’s branding as the professional skin care expert?
‘Engagement’ as a one-off is novelty, but could be very powerful if embraced and sucked into the brand’s essence and cross-channelized across all media. It would provide a level of consistency that makes brand interaction a smoother process than what it currently is.
Now if only there was an app for that.