How to en­gage the cus­tomer in a fun way? How to en­tice them? How to make the shop­per re­spond in the way we want them to? These are stock ques­tions that oc­cupy the mindspace of most brand mar­keters. Touch­magix, an in­ter­ac­tive me­dia com­pany, came up with so

Point of Purchase - - FRONT PAGE - Fairy Dharawat

Alot of times, peo­ple don’t know what they want un­til you show it to them.” An in­ter­est­ing state­ment from the late Steve Jobs that raised many ques­tions. One of the rel­e­vant ques­tions it raised was this: Are brands do­ing their best in the mar­ket and util­is­ing the avail­able re­sources to their full po­ten­tial in or­der to show the cus­tomers what they had been miss­ing till now? In­deed, change is the only con­stant in the world we live in and tech­nol­ogy has ush­ered in in­no­va­tion changes re­sult­ing in some par­a­digm shift . One shift is in the shop­per be­hav­iour with more choices and free­dom avail­able to him/her. But the ques­tion is, does the shop­per know what he or she wants? Is there a way in which the shop­per can be guided to make his choice and in the process re­it­er­ate your brand state­ment? En­ter Touch­magix, an in­ter­ac­tive me­dia tech­nol­ogy com­pany that pro­vides tech­nol­ogy so­lu­tions in the in­ter­ac­tive mar­ket­ing space. Touch­magix pro­vides so­lu­tions to the clients that en­gage the cus­tomers in a fun way. This helps in get­ting a higher brand re­call value. Says Anup Tapadia, Founder, Touch­Magix, “Hav­ing worked with For­tune 500 com­pa­nies, we are adept in our tech­nol­ogy, sup­port, cre­ative con­tent and in­stal­la­tions.” Ac­cord­ing to Anup, “It’s nat­u­ral for con­sumers to re­mem­ber brands or prod­ucts that they have ex­am­ined so closely. It helps them when buy­ing and the mar­keters when sell­ing. In other words this kind of brand­ing en­sures a higher re­call value and ben­e­fits busi­nesses. Fur­ther­more, this is the way brands will com­mu­ni­cate to cus­tomers in the fu­ture” Touch­magix is lo­cated in Pune and has foot­prints in more than 40 coun­tries glob­ally. Fol­low­ing are two case stud­ies shared by Touch­magix that re­flects how cus­tomer en­gage­ment has helped the brand con­nect and cre­ate re­call value. The two case stud­ies are from two dif­fer­ent in­dus­tries -- tele­com and re­tail.

Case study 1:

Tele­com In­dus­try: Mo­tionMagix FLOOR

Client - Air­tel Air­tel, the lead­ing telecom­mu­ni­ca­tions player that has the largest cus­tomer base in In­dia, went through a change in cor­po­rate iden­tity re­cently and came up with a new logo to re­flect their brand val­ues. Along with their des­ig­nated agency Brand­comm, Touch­magix came up with a unique idea to com­mu­ni­cate Air­tel’s cor­po­rate iden­tity to their most tar­geted user group – the Youth. They cov­ered an en­tire lane of the bowl­ing alley us­ing 6 pro­jec­tors and 6 sen­sors to track move­ment and ran a cus­tom­ized ap­pli­ca­tion. The users would roll the bowl­ing ball on the track to break the line of pins. The ball was fol­lowed with a burn­ing fire till it reached the pins. Upon hit­ting the pins, it rolled back the newly de­signed Air­tel Logo back to the start line. Young­sters could in­stantly re­late to their fa­vorite tele­com ser­vice and Air­tel could launch their logo cre­at­ing high re­call. Talk­ing about the im­pact this in­no­va­tive con­cept it gen­er­ated, Anup says, “The launch was in line with the vi­brant pro­mo­tions Air­tel of­fers to its con­sumers. With­out miss­ing out on the pre­vi­ous iden­tity, the tar­get au­di­ence could still re­late the new logo with Air­tel at ease.”

Case study 2

Re­tail In­dus­try

Multi Touch Screens

Client: Nike Nike pro­duces a wide range of sports equip­ment and ap­parel which they wanted to show­case in re­tail. The ideas was to help the cus­tomers browse through the prod­ucts of their choice and know more about their prod­uct spec­i­fi­ca­tions. Touch­Magix in­stalled mul­ti­touch wall screens where passersby could just scroll, read and leave their feed­back. The prod­ucts could be viewed in 360 de­grees and also be com­pared with the oth­ers. The Touch­Magix in­ter­ac­tive so­lu­tions could help cus­tomers spread aware­ness about their prod­ucts and new launches. Talk­ing about the im­pact, Anup says, “This helped Nike in get­ting valu­able feed­back and also spread the valu­able feed­back. This served dual pur­pose of aware­ness as well as a mar­ket re­search to im­pro­vise us­ing cus­tomer feed­back.” Well, to go back to Steve Jobs and his in­sight­ful com­ment, one has to evolve to meet the chang­ing needs of shop­pers and cus­tomers, and it cer­tainly helps in pre­dict­ing shop­per be­hav­ior and ac­cord­ingly guide them in mak­ing their right choice. And this is where tech­nol­ogy so­lu­tions such as Touch­Magic come into the play

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