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
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
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