zoenassis-blog

[zoenassis-blog]

VR/AR

L’Oreal Paris is a French personal care company headquartered in Clichy, Hauts-de-Seine. L’Oreal is the world’s largest cosmetics company and has a range of products including hair color, skin care, sun protection, make-up, perfume, and hair care. Recently, L’Oreal wanted to make trying on beauty products easier and without leaving the comfort of your own home. That’s when the company came up with the brilliant idea to create a virtual try-on feature, which is built into L’Oreal’s official site. 

L’Oreal’s virtual try-on feature is an example of augmented reality due to the fact that it provides a unified and enhanced view of reality.  All you need is a webcam on your laptop, a cell phone camera, or even just a selfie which combines real and computer-based content. The feature allows you to try on hair colors and cosmetics before you make a decision to purchase them. This enhances a customer’s experience with the brand because the consumer is engaging in human experience. Due to ModiFace technology, the experience is so authentic that you can get a realistic idea of how a product will look on you. The tool gives the consumer an experience to explore more than 300 of L’Oreal’s blushes, eyeshadows, eyeliner, lipsticks, liners and their hair color. 

The feature actually helps consumers decide whether or not they want to purchase a product because as like most make-up shoppers - they shop on impulse. This feature is effective because it’s making consumers more sensitive to what they purchase. What consumers think they might like on display, they might not actually like it on themselves after they had spent the money on it. 

According to Allure, L’Oreal’s chief digital officer Lubomira Rochet stated that there was a “massive effect” in terms of sales for the brand. Rochet says, “we have clear analytics that show the time spent on the website is doubled on sites with the try-on experience. It triples the conversion rate.” The try-on feature allows for individuals to be creative and be their own makeup designer.

“Home.” Skincare, Cosmetics, Hair Care, Hair Color, Hair Styling and Men's Line: L'Oreal Paris, https://www.lorealparisusa.com/beauty-magazine/makeup/makeup-looks/makeupgenius-changes-makeup-application-forever.aspx. 

Paris, L'Oréal. “L'Oréal Paris Launches New Virtual Try-On Tool.” PR Newswire: Press Release Distribution, Targeting, Monitoring and Marketing, 13 Sept. 2018, https://www.prnewswire.com/news-releases/loreal-paris-launches-new-virtual-try-on-tool-300712154.html#:~:targetText=Powered by ModiFace, the "Try,website – no additional apps needed.

Prinzivalli, Leah. “You Can Now Virtually Try on Lipstick Before Buying It on Amazon.” Allure, Allure, 5 June 2019, https://www.allure.com/story/loreal-amazon-modiface-virtual-try-on-lipstick. 

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Social Media

Domino’s is a widely known pizza chain that’s known for their cheap deals and especially their presence on social media. With the innovation of their online Pizza Tracker and being able to customize your own pizza right on your computer, it’s no wonder why Domino’s has been dominating the social media world. Like many other fast food chains such as Wendy’s and Burger King hopping onto the trend of sending out obscure tweets, Domino’s has completely defined who they are as a brand through their content. 

Social Media Platforms and Content Strategy: 

Twitter

Domino’s uses various hashtags to connect with its users and replies to consumers when they tweet to them. According to Medium.com, as of 2016, consumers can also direct message Domino’s to place an order - completely reinventing the way you order pizza. The company replies back to tweets everyday, but regularly tweets once or twice everyday. Furthermore, Domino’s keeps up with the trends that rapidly change everyday - tweeting out “memes” or funny, obscure phrases that are relevant in social media today. Domino’s currently has 1.3 million followers on the platform and gets an average of 100+ retweets and around 400+ likes. The brands engagement increases when they do a giveaway or tweet about their love for pizza. 

Instagram 

Domino’s likes to keep their Instagram simple - pictures of their pizza and other foods that they sell. Their bio on Instagram states they are the “recognized world leader in pizza delivery.” To keep their engagement up, Domino’s does post a picture everyday and although it's a similar picture every time, they are able to angle every picture a bit differently and make your mouth water. According to 1851 Franchise, in 2016, Domino’s rolled out a click-thru game called “DXP Adventures” to make their new DXP delivery vehicle a household name. Their creative agency CP+B stated that they wanted to make Domino’s Instagram more interactive to allow for more engagement. Their goal for this interactive game was for non-regular consumers to talk about the brand more and have a strong brand awareness. They have 1.5 million followers on the platform, get approximately 11k+ likes a post and hundreds of comments. 

Evan’s Model of Social Feedback: 

Domino’s realizes the upper-hand they have when it comes to utilizing social media platforms at a “whole-business level.” They realize that business-to-consumer marketing and forming a relationship with the customer is the way to go. They had completely reinvented themselves from just another pizza chain to being the king of pizza. In the early years, it was inevitable that Domino’s had an image problem and turned to social media to “garner insight from customer opinions and brain-storming,” says Medium.com. In 2010, Domino’s had introduced the “Think Oven” initiative and encouraged consumers to submit their suggestions on Facebook. When users are able to talk and form an opinion, that’s when marketers have an understanding and evaluate consumer behavior. For instance, Domino’s was able to transform themselves from many users’ suggestions and created an e-commerce platform to sell pizza. Domino’s can be ordered from various platforms including Slack, Facebook Messenger, their mobile app, Twitter with the use of a pizza emoji, and smart technology. In addition, their responsiveness across all social media platforms where customers are usually on have increased engagement. The brand has also expanded their market by introducing new products such as pasta, boneless wings, various assortments of desserts, etc. 

The Engagement Process:

The level that Domino’s engagement achieves is collaboration. Since the early 2000’s and into 2010, Domino’s has heard out its consumers and changed their brand image in a matter of years. Their social media platforms continue to build traffic because of the content that is curated on a daily basis. From the innovation of mobile marketing - where consumers can order a pizza right on an app - to letting users interact with them across social media platforms, has led Domino’s to let their consumers know that they have taken their direct input and are using it in their products. In regards to consumer feedback, Domino’s reads their negative comments and takes the time to tell that user to private message them to make sure they will be satisfied. Their strong presence on social media has led them to be the more favorable pizza place.

Robles, Patricio. “Tweet-to-Order Pizza: PR Stunt or the Future of Social?” Econsultancy, 13 May 2015, https://econsultancy.com/tweet-to-order-pizza-pr-stunt-or-the-future-of-social/.

Omi. “How Digital Marketing Crowned Domino's the King of Pizza.” Medium, Online Marketing Institute, 22 May 2018, https://medium.com/online-marketing-institute/how-digital-marketing-crowned-dominos-the-king-of-pizza-3d327d7350f8.

Pitt, Mathew. “Domino's Pizza & Social Media Marketing.” SEO Noble, 11 Oct. 2017, https://seocompanylosangeles.us/how-dominos-pizza-uses-social-media/#targetText=Domino's not only used social,be asked on social media.

account, Domino's PizzaVerified. “Domino's Pizza (@Dominos).” Twitter, Twitter, 22 Oct. 2019, https://twitter.com/dominos?ref_src=twsrc^google|twcamp^serp|twgr^author.

“Order Pizza & Pasta Online for Carryout & Delivery - Domino's Pizza.” Domino's Pizza, Order Online, https://www.dominos.com/en/.

“Domino's Pizza on Instagram: ‘Hand Tossed? Handmade Pan? Thin Crust? Swipe ➡️ to Decide What to Order for #NationalPepperoniPizzaDay. ".” Instagram, https://www.instagram.com/p/B2pS9tABdn7/.

Cohen, Chad. “Domino's Taps Instagram-Based Game to Drive Awareness of New DXP Delivery Vehicle.” 1851 Franchise Magazine, Franchise News, Information, Franchise Opportunities, 1851franchise, 7 Apr. 2016, https://1851franchise.com/dominos-taps-instagram-based-game-to-drive-awareness-of-new-dxp-delivery-vehicle-4196#stories. 

[zoenassis-blog]

Web 3.0

The Amazon Alexa, according to Amazon, is a “cloud-based voice service available on over 100 million devices from Amazon and other third-party device manufacturers.” Customers talk to Alexa through the Echo family and have 100+ products that are built-in and made by “the world’s leading consumer electronics brands.”

Smart, Connectivity, Physical Components:

The Amazon Alexa is considered an Artificial Intelligence (AI) device because of its information processing and the fact that it is evolution beyond data storage. The physical components of the Amazon Alexa are that it’s a cylinder with speakers all around so it can hear a consumer if it is talking to it. There is a thin strip of light that lights up when Alexa is activated and has four buttons on top: the volume buttons, an action button, and a talk button. The smart components of the Amazon Alexa include having a digital media processor, a built-in WiFi and Bluetooth 4.0 module, and 256 MB of data. There is a seven-microphone display that is built into the top and includes “beamforming technology” and noise cancellation to hear your voice so it can record it and send to its cloud. For its connectivity components, the Amazon Alexa has to connect to WiFi to be able to work, after it is connected to WiFi, you can start pairing it to other devices. It is a wireless and wired protocol because in order for it to work it must be plugged in and then connected to WiFi to access the internet. This would be a one-to-one connectivity component due to the fact that the consumer is speaking to the Alexa.

Reshape the Industry Forces:

This product reshapes the industry forces with threat of new entrants, threat of substitute products or services, and bargaining power of buyers. The threat of new entrants means that another brand could make a similar but even better product and it could be a threat to the Amazon Alexa. New entrants could potentially gain market share and bring in new power and could cause a reaction from existing competitors. The bargaining power of buyers can have a huge impact on the Amazon Alexa if another product is better and cheaper. The buyer can always find an alternative supplier when they are looked for a fraction for the cost. The threat of substitute products or services can put a limit on how much the industry can charge. Unless, another competitor could differentiate or improve a product, Amazon could potentially suffer in how much they make and their growth. If another product’s cost is more attractive, that is offered by a substitute, the industry’s profit potential could be significant.

Testimonial: 

According to Business Insider, the Amazon Alexa could potentially generate between 18 billion and 19 billion dollars in total sales by the year 2021. Although this product is doing very well for itself, I do have some issues with privacy concerns due to the fact it stores all of your data in a cloud. The Amazon Alexa has faced lots of backlash with Amazon staff listening in on consumers using the product. However, the market is saturated with plenty of voice assistants and no matter what you do, most likely all of these devices are storing your data. Amazon did say that you have to manually delete audio conversations but many consumers weren’t happy with that. My overall impression of this product is that it is great for when you need information fast, but with the privacy concerns over Amazon’s head, I think they can do something to make all consumers feel like they are not being spied on or having their data being collected.

McFedries, Paul. “Alexa.” Amazon, John Wiley & Sons, Inc., 2019, https://developer.amazon.com/alexa.

“Amazon's Alexa Is Causing Serious Privacy Concerns -- AGAIN!” The Kim Komando Show, 3 July 2019, https://www.komando.com/happening-now/578264/amazons-alexa-is-causing-serious-privacy-concerns-again.

Gordon, Samantha, et al. “Everything That Works with Amazon Echo and Alexa.” Reviewed Smart Home, Reviewed.com, 27 Aug. 2019, https://www.reviewed.com/smarthome/features/everything-that-works-with-amazon-echo-alexa.

“Amazon's Alexa Is Causing Serious Privacy Concerns -- AGAIN!” The Kim Komando Show, 3 July 2019, https://www.komando.com/happening-now/578264/amazons-alexa-is-causing-serious-privacy-concerns-again.

“Amazon's Alexa Could Be a $19 Billion Business by 2021, RBC Says (AMZN) | Markets Insider.” Business Insider, Business Insider, https://markets.businessinsider.com/news/stocks/amazon-stock-price-alexa-19-billion-business-rbc-says-2018-12-1027829391.