26
Jul

Pokémon Go Consumers, You Gotta Catch ‘Em All

Pokemon Go Consumers, You Gotta Catch 'Em All

By: Cory Kinne, Project Director

It’s 2016 and the Pokémon craze has struck again, this time in the form of a mobile app called “Pokémon Go”. As of July 21, Over 30 million downloads have occurred since the app’s release earlier in the month, and the hype doesn’t seem to be slowing down any time soon.

Not surprisingly, many Pokémon Go players are adults, since Pokémon first came out more than two decades ago. It’s nostalgia for many in their 30s and 40s and the game’s social features appeal to most millennials as well, not to mention teens.

Because of this broad appeal, Pokémon Go presents retailers with an opportunity for free promotion. No matter how big or small a business may be, welcoming Pokémon Go players to their shops and restaurants, or malls and boutiques has little downside.

Simple in-game purchases can be made by businesses in order to draw more customers through the doors. Items like “Lures”, which draw Pokémon to a certain location, can be purchased for as little as $1. New customer bases can be reached and the return on investment is promising; one New York pizzeria is boasting huge returns by investing only $10 in the Pokémon “Lures”, causing a 75% increase in business over the course of a single weekend.

Businesses can also be a “Pokéstop”, a place where players (or “trainers” as they are referred to in the game) go to receive items like “Poké Balls” and “revives”, or a “gym”, a place where players battle their monsters to become leaders. You literally have to be within a few feet of a Pokéstop to take advantage of the bounty of items within.

Such features of Pokémon Go draw players to the area, and businesses can up their marketing prowess by offering incentives such as discounts, prizes, or a free gift for players stopping by to increase interest in their products or services.

Our research and technology partner Qualtrics had some interesting statistics from Pokémon Go trainers they surveyed. See some fun and interesting infographics here.

For any retailer, it’s an opportunity they can’t afford to pass up. Engage customers in simple e-marketing campaigns, inviting Pokémon players, and informing them of nearby gyms or announcing your status as a “Pokéstop” is easy to do and costs little more than time. You literally have to be within a few feet of a Pokéstop to take advantage of the bounty. Better yet, business owners, managers and even employees should download the app and play the game to become familiar enough to converse with customers about it.

You may not get to level 30 in Pokémon Go, but chances are many of your customers have that as a potential goal. If your retail location hasn’t started using Pokémon Go, you don’t want to miss out.

For further insights contact the Morpace Retail team at ckinne@morpace.com. When we’re not catching the Wild Rattata lurking in our hallways or checking out the three nearby gyms adjacent to our Detroit headquarters, we’ll be there to answer your questions on how to take advantage of this craze. After all, you gotta catch ‘em all (customers that is)!

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7
Dec

How Delta Airlines Got Me Charged Up and Won My Loyalty at 32,000 feet

By Julie Vogel, Vice PresidentDelta plane

How Offering Customers an Open Runway for Sharing Feedback Can Reap Huge Dividends

On a recent early morning flight from Chicago to San Francisco, I experienced how a seemingly small customer experience detail can go a long way in boosting brand loyalty. This underscores how essential it is for brands to provide an avenue for consumers to easily provide suggestions that can improve customer experience.

This brand-transforming experience happened the first day of a one-week family summer vacation to Marin County, California. I learned that a client had requested significant changes to a presentation to be delivered later that afternoon.  Because I had authored the presentation, I was the one who would be able to most efficiently handle the revision.

Opening my PC it showed only 27% battery power, my anxiety skyrocketed: surely not enough to fuel the amount of work I needed to complete during the 4-hour flight to San Francisco. Darn, I thought I had fully charged up at home. I quickly began to play a frantic game of Musical Airport Outlets:  a seemingly good-natured but, in truth, desperate squabble with other travelers to lay claim to the few available electrical outlets in the gate area, often located under chairs, outside bathrooms, on obscure posts.  By the time the boarding announcement came I was, literally, powerless.

I slid into seat 24A on the Delta Airlines plane we were traveling on, and noticed an emerald-like sparkle shining out of small, dark, rectangular plate mounted at knee height on the seat back in front of me.  Could that actually be what I thought it was??  I looked closer. To my surprise and delight, it was: Delta had outfitted my main cabin seat with my own personal electrical plug.

It glistened a warm, friendly ‘green-as-in-go’ that brought immediate relief and delight, and changed everything about the experience I thought I would be having on that flight:  I would now be able to get my work done in flight, reclaim peace of mind, and start my vacation. Thank you, Delta.

Delta is likely committed to understanding and improving the customer experience.  This type understanding can often be developed through innovative approaches to consumer insight gathering.  For example, check out this Ford Motor Company site where it offers an open door to consumers interested in offering feedback on a host of product or customer experience topics.  Several of our clients use Claros online research communities as a way to create and follow a focused agenda for gaining suggestions that improves customer experience.

Overall, my keenest memory of that flight was an image of the interior cabin, aglow with luminescent knee-high green lights, as passengers throughout the cabin – their needs met — moved their electrically-powered lives forward.

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