The digital transformation, supported by Web3, Metaverse, Gaming and AI technologies, continues to reshape the business landscape, deeply altering their interactions with customers. No business sector is and will be spared: innovation, product, e-commerce, marketing, CRM...
At the heart of this evolution, customer engagement remains a strategic priority for companies eager to stay competitive. Web3 technologies, such as digital wallets, augmented and virtual reality (AR/VR), immersive worlds and artificial intelligence (AI), offer unprecedented opportunities to create more immersive and highly personalized customer experiences.
These technological innovations allow companies to capture the attention of an increasingly demanding and connected clientele by transforming not only how their products and services are distributed but also how they interact with their audience.
In this article, Adrien Pourchaire and Karen Jouve, Doors3 experts, explore how Web3 technologies are redefining the concept of customer engagement, paving the way for increasingly exciting, exclusive and personalized marketing strategies.
Augmented Reality (AR) and Virtual Reality (VR) technologies are transforming how brands interact with their customers by offering immersive and engaging experiences. These technologies allow the creation of virtual environments where customers can explore products and services in innovative ways.
Immersive experiences enable customers to virtually interact with products, examine them from different angles, and learn more about their features, making the product discovery process more captivating. Additionally, virtual environments can be customized according to user preferences and behaviors, offering a unique experience to each customer. This personalization strengthens engagement by creating a deeper connection between the customer and the brand.
Brands can also use augmented reality to offer product demonstrations in real environments, allowing customers to visualize and experience products as if they were physically present. This makes decision-making before purchasing easier by providing a more concrete understanding of the products.
These technological innovations not only attract customer attention but also involve them more meaningfully, creating memorable experiences that enhance brand loyalty.
Nike uses Augmented Reality (AR) to offer its customers a unique and personalized online shopping experience. This technology allows customers to virtually try on shoes and other products before purchasing them, directly from their smartphone or computer.
Through AR, users can visualize how the shoes fit on their feet, enabling them to make more informed purchasing decisions. This interactive feature helps reduce product returns and increases customer satisfaction by ensuring a better fit from the start.
By integrating augmented reality into its online sales process, Nike successfully recreates the immersive experience of physical stores. This approach goes beyond simple static images, offering a more dynamic and engaging shopping experience that captures customers' attention and encourages them to explore the brand’s products further.
Dacia launched Dacia AR, an augmented reality app for smartphones and tablets. It allows users to discover new Dacia vehicle models and their new visual identity, including new colors, the logo, and the Dacia Link emblem.
With Dacia AR, users can visualize vehicles in their real environment, such as a garage or a street. They can interact with the virtual vehicles by exploring them up close, including the interior, and zooming in on details. The app features all Dacia models in all available colors.
For dealerships, Dacia AR is an innovative tool that allows them to present vehicles even if they are not physically in the showroom. The app is free and requires no additional equipment other than a smartphone or tablet.
Developed in collaboration with SCALE-1 PORTAL, a French Tech startup, the app was launched alongside Dacia's new visual identity on its websites and advertising materials in Europe. This allows customers to discover the brand's new features before they are available in dealerships.
Artificial intelligence (AI) is essential for personalizing customer interactions, enabling companies to tailor their offers and communications with precision.
By analyzing customer data, AI identifies individual preferences and behaviors, allowing for personalized product recommendations. For example, an e-commerce site can suggest items based on the customers' purchase and browsing history.
AI is also used to personalize marketing communications by creating messages tailored to each audience segment or individual. AI-enhanced chatbots and virtual assistants provide customized customer support, responding to specific needs in real time.
Digital platforms also benefit from AI by personalizing the user experience, adjusting content and offers according to ongoing interactions. Additionally, predictive analytics, facilitated by AI, helps anticipate customer needs, enabling proactive personalization of offers.
Amazon launched its AI shopping assistant, Rufus, for all users of the Amazon app in the United States. Rufus, identifiable by an orange and blue icon, quickly answers consumer questions, compares products, and provides updates on purchases. Using product descriptions, reviews, community Q&A, and other online sources, Rufus offers comprehensive information to help users make purchase decisions.
Users can ask specific questions about a product, request recommendations, or get general advice on various items. Rufus can also provide updates on recent orders. In addition to shopping-related queries, Rufus can handle diverse requests, such as questions about the U.S. elections, guiding users to relevant search results on Amazon.
Sephora Virtual Artist is an augmented reality technology developed by Sephora to offer personalized beauty advice and enhance the customer experience. This app allows customers to virtually try on different makeup products, such as lipstick, eyeshadow, and foundation, using their smartphone camera. Through facial recognition and advanced algorithms, the app creates a realistic and personalized simulation of the makeup.
Virtual Artist also provides product recommendations based on customer preferences and purchase history. By integrating it with their CRM system, Beauty Insider, Sephora can offer advice and tutorials tailored to the specific profiles and needs of their customers.
Conclusion
Web3 technologies, through digital wallets, augmented reality (AR) and virtual reality (VR), as well as artificial intelligence (AI), are revolutionizing customer engagement by offering more immersive and personalized experiences. They allow companies to captivate an increasingly demanding and connected audience by transforming not only their products and services but also their interactions with customers.
In a context where customer engagement is stagnating and new generations are seeking authentic and interactive experiences, these technologies offer innovative solutions to stand out and retain consumers. Companies that adopt these technological tools can not only enhance their customer experience but also justify their investments with measurable returns, optimizing their internal operations and reducing costs.
The examples of Lufthansa, LVMH, Nike, Dacia, and Sephora demonstrate how leaders in different sectors are integrating these innovations to offer unique and enriching experiences to their customers. By investing in these technologies, companies are better positioned to meet the growing expectations of their customers and strengthen their competitiveness in the market.
However, implementing these technologies is not without challenges. It is essential to have a solid and well-thought-out strategy to ensure the success of these initiatives. Companies must overcome various obstacles, including technical complexity, implementation costs, and change management within the organization. A deep understanding of the technologies and advanced technical expertise are indispensable for effectively deploying these projects.