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Wisdom Wednesday #18


1. Stats Corner

  • 55% of consumers have made a purchase through a social media channel.
  • Having to fill out the same information twice was voted the most frustrating thing about the checkout process.
  • Viewers retain 95% of a message when they see it in a video and retain only 10% when they see it in text.
  • Blog Posts (48%) are the primary form of content created by marketers.


2. News

Retailer is outperforming the big guns in mobile payment 

Mobile payment methods are becoming the new norm. Technology has advanced to the point where it can actually make hard cash redundant. And with a sniff of an opportunity to make some money from new technology, comes the inevitable prying hands of Google. Google released their digital wallet platform and online payment system, Google Pay, in September 2015 and have been very successful since. You’d be forgiven for thinking that they must be the number 1 ranked company in mobile payment methods but Google entered the scene relatively late compared to the companies occupying the top 2 spots.


October 2014 saw Apple Pay launch their mobile payment service that lets users make payments using an iPhone, Apple Watch, iPad or Mac. Easy to use, super accessible, capable of making secure purchases above the £30 contactless limit in shops, apps and on the web, and having the ‘Apple’ name backing it, the company should be on pole position right? Wrong. At this present time, Apple Pay has 22 million users in the US, 1.4 million less than the triple, venti, soy, no foam frappuccino selling leaders.


The popularity of the Starbucks mobile payment service is not only due to speed and ease, it’s also because payments are tied to loyalty. The Starbucks app is the only place where customers can monitor and manage their card balance and their rewards. In addition, Starbucks has the benefit of being able to offer a consistent payments experience across its stores – there’s never any confusion or lingering doubts in consumers’ minds as to whether they can use its mobile payments service.


Amazon now delivers packages to your car boot

If Amazon entering your house to leave packages wasn’t creepy enough, they are now trialling the same concept with your car. The tech giants are launching this service to Amazon Prime subscribers living in 37 US cities and in partnership with two major car makers – General Motors and Volvo. This comes after the positive response from (over)trusting consumers of the in-home delivery rolled out last year.


The technology involved in this delivery system is similar to the Amazon Key with one notable difference. With the home delivery, you had the reassurance of having a video feed to monitor your packages arriving (although this article may increase your paranoia). There is no such video feed for the car delivery however which could cause some security concerns. Amazon are relying on the connected technology that is already inherent to several 21st century vehicles too rather that smart lock that’d would usually cost $250.


Locating your car is a piece of cake for couriers too. They will have access to an image of the car, its GPS and license plate all to verify that it’s the correct vehicle. After passing the 4 point checklist of right person, right place, right car and right time, the vehicle will be unlocked via the Amazon Key cloud, allowing your postman to navigate their way through empty red bull cans and mountain of unpaid parking tickets to deliver your package.


3. Ad of the Week

IKEA are no strangers to innovating adverts. Their portfolio currently includes a printed advert that doubles up as a pregnancy test you pee on advertising their baby cribs and an advert all about bullying pot plants. It’s evident that the Swedish company loves pushing boundaries and their latest marketing stunt is certainly no exception. IKEA promises you a good night’s sleep, and short of buying a bed from the furnishings retailer, this is the next best thing.


The printed ad was released in a magazine throughout UAE and the Middle East and rather predictably, needs ‘assembling’. The flat-pack sleeping aid, features a speaker that emits white noise frequency, and the paper is also designed with an aromatic lavender port. This scent is well known to promote sleep by helping to relax the muscles and lower the heart rate.


All in all, another dreamy ad from the global manufact...zzZZZ.