How Blue Bite Empowers Personalized Marketing
“The vision of fully-scaled personalized customer experiences is compelling, but the looming challenge for many organizations is figuring out how to make it real,” says Adobe.
While there’s no one-size-fits-all personalized marketing solution, Blue Bite digital experiences create dynamic, contextual experiences brands use to easily communicate one-to-one with consumers at scale.
What is Personalized Marketing?
Harvard Business Review says personalized marketing “means being willing and able to change your behavior toward an individual customer based on what the customer tells you and what else you know about that customer.” The article also lists the other names personalization goes by: one-to-one marketing, relationship marketing and customer-relationship management.
How Blue Bite Empowers Marketing Personalization at Scale
Blue Bite empowers brands to create personalized digital experiences attached directly to products and packaging. Consumers launch the experiences on their phones by scanning connecting technologies like QR and NFC.
The power of Blue Bite comes from two places:
- The Blue Bite Studio, where experiences are easily built with drag-and-drop components to create intuitive, consumer-facing digital experiences.
- The Blue Bite Dashboard, which serves as a content manager where brands maintain and edit products information.
These two elements work together to make personalization simple. Here are a few ways it happens.
Because products are added and managed in the Blue Bite Dashboard, experiences are automatically custom to each of your products — making experiences far more powerful and adaptable than static mobile sites and apps.
Product-Level Customization Example
Three different versions of the adidas Campus 80s MakerLab shoes were created; however, adidas only needs one Blue Bite experience.
Because information for all three shoes is managed in the Blue Bite Dashboard, consumers see different information in their digital experience depending on the shoe they own. Consumers launch an experience by tapping the tongue of the shoe with their phone to see exclusive content specific to the product they own.
Extrapolate this information to include all of the products and product variety a company has and you see the full power available to brands. And when information needs to be changed and updated, edits made in the object manager automatically show in experiences — no need to manually update web pages or apps.
One of the most powerful aspects of Blue Bite Experiences is the ability to automatically determine a user’s location. This allows brands to add value by presenting experiences with localized information and offers.
Contextual Location Example
One aspect of Ocean Bottle’s mission to save our oceans is to reduce one-use plastic water bottles. To help reach this goal, the brand’s Blue Bite-powered experience offers Ocean Bottle owners a map — automatically localized to their location — that reveals the nearest water refill station they can visit instead of purchasing a one-use plastic water bottle.
Another Contextual Location Example
When Moët Hennessy created a Blue Bite-powered experience to invite consumers to private events and build brand loyalty, they wanted to ensure they provided the most relevant information. Invitations are automatically localized to a user’s location when an exclusive NFC-enabled invite card is tapped, delivering an experience that remains relevant wherever consumers travel.
Place in Product Journey
Another important personalization offering from Blue Bite is the ability to present different experiences based on where the consumer is in the product journey, including pre-sale, post-sale and more.
Contextual Product Journey Example
When consumers are shopping for a luxury BVLGARI bag, they tap the NFC tag embedded in a bag to learn what makes it uniquely BVLGARI. This is particularly useful when the bag is being sold in a retail store where associates may not have all the information a consumer needs.
A sale unlocks an owner experience that provides different, exclusive content. This also opens up two-way communication, offering the brand a way to stay connected with consumers throughout the product life and to open a direct sales channel — even if the original purchase was through a retailer.
Finally, another experience displays information exclusive to store associates, allowing them to provide relevant purchase information to potential buyers.
Blue Bite Experiences can be personalized based on information a user enters and how the user interacts with the experience.
Contextual User Behavior Example
When Intersnack designed gamification into their Blue Bite-powered experience, they included functionality that recognizes previous behavior. The experience recognizes when a consumer has already scanned the bag of a particular chip flavor and automatically enters the consumer into a raffle when they scan all chip flavors involved in the contest, resulting in higher consumer engagement and increased sales.
Many brands use Blue Bite experiences to capture user information directly into their CRM. Experiences can also return that information to further personalize directly to users.
For example, a brand can build a product registration form into an experience. When a consumer provides their name in that form, Blue Bite can then dynamically populate the name throughout the experience going forward.
Best of all, brands don’t have to worry about privacy of this information, as Blue Bite passes all Personally Identifiable Information (PII) directly to the client CRM without storing any information.
Originally published at https://www.bluebite.com.