Consumer Behavior

Q.1. Provide two examples where brands used technology to engage consumer
and enhance customer relationships.
1. Ebay and Myer’s first virtual reality shop

Making the grand reveal in partnership with Myer, eBay launched new VR technology that allows
customers to browse more than 12,500 products using eBay’s new gaze recognition technology, Sight
Search.

Following a 12-month development phase, the virtual reality department store now connects to the
existing eBay site, which can be accessed by a new eBay VR Department Store app. Once the app is
downloaded, customers then place their smartphones in a set of VR glasses to start the shopping
experience.

2. Tesco’s face scanning technology

British multinational chain, Tesco, created headlines when it announced the installation of face-scanning
technology at its petrol stations, personalizing advertisements to individual customers once they reached
the cash register.

Created by Amscreen, the high-tech ‘OptimEyes’ screens use a camera and facial recognition software to
identify a customer's gender and approximate age, to then show advertising tailored to their
demographic. The technology also adjusts adverts depending on the time and date, as well as
monitoring customer purchases.

Q.2. Provide two examples where technology was used to add value to the
consumer.
1. Ikea’s augmented reality interior designer

With the plethora of furniture choices at Ikea stores, the global chain wanted to make customer’s
choices less overwhelming with an augmented reality app that works like a virtual interior designer and
allows customers to visualize 3D versions of its furniture in their homes.

Using the app, consumers can virtual plan a couch, table of chair in a room. They can flip through the
print catalogue and when they come across a ‘plus’ symbol on the page, hover their phone or tablet until
a screen pops up to scan the images on the page. When they find a piece they want to test out, they
place the physical catalogue in the spot at home, and their device camera uses the book to gauge the
correct scale for the products shown on the screen.

This study source was downloaded by 100000830327405 from CourseHero.com on 12-04-2022 07:44:40 GMT -06:00

https://www.coursehero.com/file/33130307/Brand-Technology-Assignmentdocx/
 2. Loreal’s makeup genius app
L’Oréal’s ‘Makeup Genius’ app launched in Australia not only allowed women to virtually try on its
cosmetics products using augmented reality technology, but also purchase direct through Priceline
online.

The ‘Makeup Genius’ app is based on facial mapping technology previously used in the film and gaming
industries, and turns a smartphone or iPad camera into a virtual mirror that women can use to try on
L’Oréal products in real time.

Consumers scan a product or advertisement to detect a color match, then can virtually try on individual
products as well as curated looks suggested by expert makeup artists. These images can then be shared
via Facebook.

Q.3. What is internal marketing and why is internal marketing important?

Internal marketing is the communication of information to employees. There are many types of
information that needs to be shared with staff members. It's important to coordinate the efforts
of employees to strengthen the performance of the company.

Internal Marketing is an ongoing process that occurs strictly within a company or organization
whereby the functional process is to aligns, motivates and empowers employees at all
management levels to consistently deliver a satisfying customer experience.

Importance of internal marketing

In my opinion internal marketing is almost as important as external marketing. Because your
internal staff are your business, they are a big part of your brand. It helps ensure that employees
are effectively carrying out the organization’s programs and policies. An informed staff means one that’s
more engaged and invested in the organization’s outcomes.

Internal marketing creates an environment that enables organizations to focus on whatever

needs changing internally so they can enhance their external marketplace performance. Happy
employees internally mean happy customers externally.

Internal marketing helps organizations deliver better customer experiences by aligning,

coordinating, and motivating employees.

___________________________________________________________

This study source was downloaded by 100000830327405 from CourseHero.com on 12-04-2022 07:44:40 GMT -06:00

https://www.coursehero.com/file/33130307/Brand-Technology-Assignmentdocx/
Powered by TCPDF (www.tcpdf.org)