Patagonia also channeled their social values in their ‘FairTrade campaign.’ The FairTrade campaign cuts through, holding up a mirror to business owners and consumers with one question: “how is your clothing made?” By demonstrating the company’s stance against cheap labor, they showed that a commitment to Fair Trade can make a real difference.
Patagonia took its mission one step further. The company garnered consumer insights and decided to pay their workers’ a premium to improve their communities and elevate their standard of living.
Personalisation: Relevant Content and Experiences
Personalization is the blueprint for marketing these days, as businesses realize that tailoring messages to individual customers needs to yield a higher ROI. Businesses can make their content more meaningful and relevant to customers with just a handful of tweaks. Using a customer’s name or signing off with a team member’s name over a company name can make a real difference. For brands willing to take personalization even further, they’re experiencing great rewards.
Brands are taking ZPD data and optimizing it to improve business processes and happier customers. They’re enhancing customer experiences and encouraging repeat business. Uber uses ZPD to analyze usage patterns to maximize rider and driver efficiencies. These include scheduling approximate wait times for more enjoyable rider experiences and maximizing profits for drivers by notifying them about peak rideshare times and areas.
‘Uber Experiences’ is an example of how the company uses customer data effectively and to enhance the customer experience. The music played during your Uber ride can have a significant impact on the rider experience and Uber capitalized on this insight.
In March 2015, Uber announced it would permit app developers to incorporate an Uber button into their interfaces. It was the first time they introduced third-party companies, such as Spotify, to access its interface and recommend content such as playlists and news updates that fit the duration of that Uber ride. An Uber report by Button reported an 11% increase in the time spent by riders within the Uber app.
Another example of quality user experience is, of course, Uber Eats – a merging of the original rideshare app and traditional home delivery – and a genius solution to long delivery wait times. Since its launch in 2016, Uber Eats continues to evolve. Product manager, Chetan Narain, reflected on data that indicated Uber users were spending far more time on the Uber Eats app as opposed to the Uber app. These findings indicate that food purchases tend to be more of an emotional decision compared to rideshare which is more transactional.
After all, Uber Design Researcher, Hilary Hoeber says, “People eat with their eyes.” This insight has influenced the future design of the app homepage. Customers can choose from a smorgasbord of international cuisines captured by colorful food photography.
How Can Your Business Leverage These Marketing Trends?
Patagonia, Apple, and Uber are three global brands that effectively use ZPD to improve their customers’ lives. If you’re a brand that wants to make a big impact on your customers, encourage repeat app usage, purchases, and engagement you may need to reconsider your brand values. Trust, transparency, and personalized content are key to delivering the best customer experiences – a non-negotiable in a post-cookie world.
The Walk worked with Conquest Equipment to create a raft of website pages and content that was industry-specific and tailored to the type of surfaces needing to be cleaned. The improved user experience and more personalized content resulted in increased organic traffic and conversions. Contact The Walk Agency to discuss how you can offer more personalized brand experiences to your customers
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