Location-based services does not provide enough information
Location-based services that alert customers to the nearest coffee shop or gas station won’t make the grade in the future. These services may know where the customer is, but they don’t “know” the customer—what he or she is trying to do right now.
Context-based services sense and shape consumer behavior
“Context-based” services—combining real time signals from the physical world with location data, online activities, social media and other contextual inputs—are the new high ground. These services are more than just location-based apps: they comprise a kaleidoscope of context that adds up to rich user experiences. Context is a particularly powerful opportunity for CPG companies. They must turn insights into actions that galvanize the intricate linkages between workforces, suppliers, distributors, retailers and consumers. Imagine, for example, using local data on common allergies to develop geography-specific food and healthcare products or alerting consumers in new or unfamiliar locations to branded retailers in the vicinity that cater to their food preferences.
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