[First posted on January 18, 2011]
I’ve been invited to a small but exciting gathering of digital practitioners calledMashup. This is a very encouraging sign of industry growth and the willingness of collaboration irregardless of background; it’s not something that you can find in any media industry.
The session that I’ve been invited to, only the second one since its inception, is themed “3 game changing ideas that if/when implemented, they’d change the way we view life”. I quickly jogged down a few ideas in my notebook and thought of sharing these ideas here before I design a simple 5 minute deck for the Mashup session.
Assigned flight seats are a norm, so are pre-arranged meals. They are not just limited to business and first class travels, but also economy as well. So make sure you choose the right airline. Now what if your favourite airline could do much more than that? What if your airline, or even a 3rd party company, could tell you whether a friend or acquaintance of yours is also travelling to the same destination on the same flight? Or to a lesser extent, you’re able to find out who else would be at the airport at the same time as you without the need to announce on Facebook or Twitter that you’re bored to your wits waiting for a delayed flight.
As a frequent traveler (I consider once a month as frequent?), I can say that my experience of travelling would almost completely change. As I check in my flight via mobile a day before, I am able to check whether any of my other friends would be flying on the same flight or other flights at around the same time. If not, I’m able to fill out a simple psychographic profile of myself and enable the system to match my interests with someone compatible. I get to choose whether to sit together with that person during the flight…has to be a mutual consenting process, of course. No one likes stalkers.
As I check into the airport via a dominant service provider (could be 4SQ or FB Places), the airline/airport immediately finds out of my arrival. My profile is pulled up that shows what books I like, what shows I watch, how influential I am (Klout scores, anyone?), how frequent I travel, how I like my meals, do I like being woken up for meals (very important to a lot of people), and the whole lot. A message is sent to me to physically check in at a customer service counter, not check in the flight, but to receive a welcome gift/beverage while at the same time relevant retail and F&B promotions are sent to me based on my interest.
Would all these require extra miles from the airlines/airports? Probably. But if both on ground and air service staffs are trained differently to be savvy to these new ways of understanding customers, I reckon these solutions would even make customer service easier and more efficient. Imagine stewardesses holding tablets that pull customer info as they go about their duty – hot 🙂
Social Brand Loyalty Programmes
Two words: mobility and crowd-sourcing. I wonder when the likes of Bonus Link and Real Rewards will consider changing their modus operandi; there is an inevitable evolution shifting towards digital and mobile integration if they are to truly capitalize on changing consumer consumption trends. Let me challenge curent practice: we don’t need to swipe loyalty cards to earn points. We simply need to check in. I’ll challenge the norm again: we don’t need a list of unattractive, repetitive and over-valued items to redeem as rewards after a long wait of saving points only to find out they’re out of stock, we redeem for the things we like and consume like a pint of beer, send a friend a birthday gift, get upgraded to first class, a free movie ticket, etc.
In fact, if a bunch of friends check in together and spend a good time buying stuff, we’d get extra benefits/points.We can share part of the benefits with other friends and poof – instant customer referral. New customer visits from friends as a result of our recommendation will give us referral points for being a goodcustomer friend. For thrifty consumers who would rather save, continue to offer big ticket items as redemption for larger cumulated points.
Farmville and Cityville did not become the behemoth of games they are today without some well-thought viral ideas, and they are excellent ideas readily applicable (with some modifications) to real life businesses.
Mobile commerce has not gained traction in Malaysia yet, I would love to be proven wrong. When it does, we’ll look at shopping very differently. Especially the men.
What would be the ideal mobile shopping? Even in the US, prominent retailers are only beginning to find the right formula. Nevertheless, an ideal experience for me would one of tailored and private shopping. Utilizing a universal social graph (I’m assuming there’s one, and Facebook is front runner to create it), the retailer remembers me and my past purchases. I’m able to create an avatar of myself that allows me to ‘try on’ clothing before I buy. While browsing goods, I’m able to see if my friends are shopping as well – I’d have in-shopping chat with a friend while contemplating on purchase. If privacy allows, I’d also be able to see what other friends have bought and recommendations of relevant items. Upon purchase, I get to share a RM20 coupon with a friend for the same clothing line. Most importantly, while all the shopping happens, I’ve total control over whether anyone has view of my purchase. I won’t want anyone to know if I’m buying lingerie, right? *yikes!*
Lastly, retailers should do it the Zappos way: purchase returns at full refund within a 365 day grace period. Okay…before I get labeled an idealist, they should limit this to certain items only that’d help minimize risk to retailers. At the end of the day, when the product brand name and quality relegate to second-tier priority and shopping experience moves up, these retailers won’t be selling physical goods anymore. They’d be selling customer service.