Engaging Customers Across the Multiverse (IT Toolbox Blogs)



In October Oracle introduced a series of new data management platform innovations within the Oracle Marketing Cloud. These enhancements were designed to support sales strategies by delivering consistent and relevant experiences to customers across devices, channels, and media environments. To help marketers manage these multiple environments, Oracle released a new version of the Audience Builder user interface.

 

Since consumers today employ an array of connected devices to shop online, retail venues need to connect with this audience wherever there is a possible sales point. Marketers have to get out in front of these opportunities by using cross-device targeting. The revamped Audience Builder UI can help clients identify particular shoppers however they are connecting at the time, by employing device agnostic identity management.

 

No matter how you connect with a retail venue, Audience Builder can track your unique identify from device to device. Marketers can then leverage that knowledge to increase the effectiveness of their engagements and create consistent and personalized brand experiences across all channels and devices. One of the world’s largest delivery companies is expanding their services to accomplish product fulfillment to buyers coming from multiple channels.

 

FedEx Launches Retail Solution

 

You may only think of FedEx as that fleet of trucks, double parking and delivering papers and products around the world. FedEx Corporation, however, provides a broad portfolio of transportation, e-commerce and business services, and boasts annual revenues of some $58 billion.

 

FedEx currently offers a range of integrated business applications, and they have just announced the launch of FedEx Fulfillment, a new e-commerce solution that can help small and medium-sized businesses fulfill orders from multiple channels. The solution is an integrated supply chain offering powered by a single platform and fulfilled through the FedEx transportation networks. It is provided by FedEx Supply Chain, a subsidiary of FedEx Corp.

 

FedEx Fulfillment can manage warehousing, fulfillment, packaging, transportation and reverse logistics. Clients get complete visibility into their products, enabling them to track items, manage inventory, analyze trends, and better know their customers’ spending behaviors.

 

Mickey Mouse – An Early Adopter

 

The Walt Disney Company, founded in 1923, has always been good at knowing what their customers like. The Mickey Mouse Club television series, launched in 1955, was aimed at a preteen audience and programmed with popular teen performers, variety acts, cartoons, and, of course Mickey Mouse. The wild success of this series was not an accident. Disney had been collecting data on Mickey’s fans since they began signing up Mickey Mouse Club members almost ninety years ago. They released the first issue of the Official Bulletin of the Mickey Mouse Club on April 15, 1930, and by 1932, the Club had one million members. By the time the TV show debuted, it already had a huge following.

 

In 2008, Disney began developing ways of improving sales and the customer experience inside their theme parks with the addition of new technology. Today, visitors to the Walt Disney World Resort in Orlando, Florida wear smart wristbands that enable them to access an array of new services and park enhancements, all using a system called MyMagic+. MyMagic+ is actually a suite of technologies with a wearable computer interface that uses Internet of Things applications to garner real time data streaming from the smart rides, concession stands, and assorted venues around the park.

 

Guests can simply swipe their RFID-enabled wristbands – known as MagicBands – to make payments, gain hotel room access, purchase ride ticketing, and access other features via online services and mobile apps. While guests are charging dinner with a swipe of their wrists, Disney uses data from the MagicBands to achieve a single–view of the park customer that encompasses every aspect of their visit, from what they ate and what rides they enjoyed, to which Disney characters they had their pictures taken with.

 

MyMagic+ cost, get ready for this, a billion dollars to develop and deploy, but Disney executives hopefully project double-digit returns from the project, which boasts features like the My Disney Experience mobile app. This app helps guests shop on the go, keep track of their plans, make dining reservations, access attraction wait times, or view an interactive map that shows what is happening near them at that moment. Visitors can even buy park souvenirs right from the application and have them delivered to their Disney Resort hotel room or shipped right to their home across the country.

 

About the Author

 HankHenry Kaiser has been reporting on and producing television programming about technology since 1996, first as a producer for CNET and then ZDTV, where he earned a Ziff-Davis Chairman’s Circle award. When ZDTV re-launched as techtv he became Executive Supervising Producer for all primetime production. Henry also created and produced hour-long programming about new technologies for The History Channel.

Source: SANS ISC SecNewsFeed @ March 2, 2017 at 06:09PM

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