Professional Documents
Culture Documents
IDEA ENGINEERS
POINT OF view
Similarly, kiosks and digital interactive walls will see the light of the dayfor entertainment purposes at first and as a support for operations in the longer run. 4. OFFLINE SERVICE IS THE KEY Today there is a lot of focus and effort on pushing products through ads, but the same intensity lacks on the service side of things. A lot of ecommerce portals will try to establish a strong customer service network. And companies and brands have already started realizing the value of good customer service. For example, you have portals such as FirstCry.com that will give you a call the moment you get stuck in any commerce action, like during checkout. Of course, one would argue that it is better to create an online experience where people do not get stuck in the first place, but a timely call greatly helps the less tech-savvy. Ecommerce sites will increasingly face the challenges of delivery and returns of goods. An online experience may be great, but it has to be complemented by an equally capable offline experience for the brand to make a strong mark. 5. INVESTING IN EXPERIENCE Smaller companies, start-ups, and new players will increase their spends in order to provide an experience to people who use their digitized properties. Companies have begun to realize the value of understanding human behavior in terms of their interactions with digital products and that will show in enhanced experiencesbe it booking tickets online or sharing a private celebration with family and friends. 6. COPYCATS As is tradition, we will continue to see a thousand other copies that aim to make a quick buck. And as history has shown, they may make a short-term gain, but eventually the market will separate the wheat from the chaff. Remember, copycats may be able to closely follow the original, but they will never surpass it. People have shown their faith in the digital world, as is apparent through the sheer growing volume of transactions online. But companies and brands that understand the difference between experience and expertise will lead the race in 2012.
IDEA ENGINEERS