237 – Jean-François Tremblay of Decathlon – Birth of a Platform

Decathlon

How the future of ecommerce is in the rise of virtual reality, augmented reality, and 4D…

DecathlonJean-François Tremblay, ar/vr lead for Valtech and Decathlon joins Marc Raco, Rob Sanchez, and gest host Nataliya Makulova on location at Valtech’s Innovation Lab during NRF 2018 in New York. Valtech is a global digital agency focused on business transformation. MouthMedia Network is Powered by Sennheiser.

In this episode:

  • Varying opinions on AR/VR
  • Witnessing the birth of a new platform of computing
  • An area of interacting with environment naturally.
  • How AR and VR can coexist, they both have a purpose and mission
  • Capitalizing on core strengthsDecathlon
  • Function before fiction
  • Being in an experience, have an emotional experience when you buy, whether real or VR, creates an attachment
  • Putting VR in the context of usage of goods, putting you in the moment of use, you decided the destination of the context
  • Is 360 video just a stunt, with no real benefit except being able to visit somewhere in VR?
  • Describing our incredible VR experience in a camping setting
  • Movement in VR is extremely difficult to achieve technically
  • Efficient teleportation and movement
  • The need for floor space for proper VR experiences , but actually less floor space than actually displaying and deterioration of inventory
  • AR/VR integration into ecommerce
  • We need to see and feel volume, ecommerce is a flat world, can’t make a 100 % choice based on 2D info
  • Clickable video can bring you into VR experienceDecathlon
  • Tactile integration potential with VR, haptic feedback
  • Adding smells, adding moisture, heat, wind, sounds (4D) to the next level
  • Mimicking G-forces/movement, which can impact how much nausea people can feel
  • Star Trek, losing the world around him as he played, Pong, when Castle of Wolfenstein created a lasting scare
  • An inspiration to culminate work in an on-stage performance experience
  • Keeping one’s eyes open
  • How a revolution is coming

 

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236 – Joseph Segarra of Def Jam Recordings – Next Gen Brand Influence

Def Jam

The transformation of how influencers enable brands to build and engage consumer relationships…

Def JamJoseph Segarra, Lifestyle Marketing and Promotions at Def Jam Recordings, joins Pavan Bahl and guest hosts Josh Wexler (Co-Founder/CEO at RevCascade) and Bianca Caampued (Co-Founder/Creative Director at Small Girls PR) for MouthMedia Network live audience “Souler Salon” on location at Spring Place in New York. Presented by Souler, the ultimate influencer commerce platform where influencers share and sell the products they love directly to their followers. (Next Souler Salon event is June 26th, 2018, with guest Bobbi Brown.)

In this episode:Def Jam

  • Wexler shares how Souler enables influencers to share and sell products they love from the brands they represent
  • Segarra discusses collaborations/partnerships at Def Jam, streaming and content, how collaboration is contingent on the right product, artist to artist collaborations, and effectively engaging smaller retail shops focused on B-to-C
  • Understanding influencer personality, and a personable approach at Small Girls
  • How brands are developing a new kind of relationship with consumers, and how Souler decided to give tools normally provided to brands to influencers, as a channel to get to consumers
  • Twitch as a platform can create moments between unlikely influencers, known mostly for gamers but have other channels
  • Why Spotify lists are everything in the music business for companies like Def JamDef Jam
  • The convergence of offline and online
  • The importance of experiences people want to share, such as a the Def Jam ice cream truck
  • Identifying what influence is now
  • Why social media platforms are still are highly relevant
  • Which matter more—content or numbers?
  • The effectiveness of “Stunts” for influencers
  • How it can take several years for emerging artists to get full status as influencerDef Jam
  • Pieces of content: is there a formula for creating a “megapost”?
  • Analytics and customer profiling
  • Launching an influencer campaign and managing budget, especially when based on trade
  • Social consciousness, taking risk, cause-based marketing as a consideration
  • “Urban Gen-Z mentality”, the need to change the world, and how tools have been weaponized, and their potential to do good

Photo credits: Charles Beckwith

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235 – Adrien Schmidt of Bouquet – Aristotle’s Answers

Aristotle

What if you could get to know your data, and have easy, frictionless access to KPIs, answers and analytics in a simple and natural way – like a friendly conversation? Could that be a valuable member of your team? Well, that new team-member’s name would be—Aristotle…

AristotleAdrien Schmidt, CEO of Bouquet (artificial intelligence to power intelligent conversations about data, including Aristotle) joins Rob Sanchez, Marc Raco and guest host Nataliya Makulova on location at Valtech’s Innovation Lab during NRF 2018 in New York. Valtech is a global digital agency focused on business transformation. MouthMedia Network is Powered by Sennheiser.

In this episode:

  • A look into the name “Aristotle”, several “great reasons”, including Aristotle’s tenure as Alexander the Great’s tutor through questions and answers, which worked out well—and how it is all about dialogue and conversations
  • Questions and answers more integrated with voice-enabled systems, start asking will this work to say “Hey Aristotle…”
  • Another origin of the name comes a vision from more than 30 years ago when Steve Jobs showcased Mac, he said how cool it would be to speak with AristotleAristotle
  • Trademarking the name
  • How retail is increasingly data-driven
  • Actionable information vs. raw data
  • Transmitting data back usually in graphical or data base form but via form of voice?
  • Also a visual interface is avilable
  • One part of answer is text (which can be voiced), and the second part is a chart
  • The need for data quickly, frictionless and accuracy (neither happens when humans rush)
  • The more knowledgeable one is the more valuable one is for company and coworkers
  • And someone can focus on higher-level research or data work instead of the things Aristotle can accomplish
  • Bigger transparency offers the ability to ask the right question, attain better accuracy
  • Using audio bumpers is on roadmap for the near future
  • How Aristotle can be taking initiative to analyze and reportAristotle
  • Proactive member of team
  • Calendar integration also in the roadmap
  • Need variations and the random factor in answers including different ways of answering and even being jokingly wrong,
  • Uses the voice on one’s device (i.e. Siri, Alexa)
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234 – Julien Galtier of The Bubbles Company – Gamifying Proximity Marketing

The Bubbles Company

The first connected objects hosted in points of sale, helping retailers and brands to convert new customers in-store with an innovative “Drive to Purchase ” mechanism…

The Bubbles CompanyJulien Galtier, Partner and General Manager North-America for The Bubbles Company (a proximity marketing solution platform) joins Rob Sanchez, Marc Raco and guest host Nataliya Makulova on location at Valtech’s Innovation Lab during NRF 2018 in New York. Valtech is a global digital agency focused on business transformation. MouthMedia Network is Powered by Sennheiser.

In this episode:

  • The origin of the The Bubbles Company name, being from digital a space, used to run a digital agency in France and Canada, and the team decided to explore innovation and tech proximity (location based) marketing — with tech in beacons, NFC, geo-fencing, and wanting to bring it further to help retailers bring digital into physical stores and venues, and improve consumer experience — one component was smart charging station beacon/NFC ready and was bubble-shaped
  • Operating systems evolving so fast, it is hard for retailer to keep up with it and make sure stores have right technologyThe Bubbles Company
  • A turn-key solution and way to address tech problems very simply, and once brands are capable of identifying anyone entering store, and interact with that person, what type of interaction will be triggered into their phone or digital screen—-an ad or coupon?
  • Gamification technology, such as discounts, winning a discount – how it helps not damage brand image, and the consumer is more excited about brand promotion
  • The psychology of discounting
  • Dealing with legalities of lottery like gamification, given various legal environments depending on geography/country
  • How the technical platform not impacted, just the way it was it is executed, to accommodate various legal requirements
  • People gaming the system, the company can’t prevent weird people from acting weird, but company can make life difficult, and it is handed in terms of service.
  • The Bubbles Company’s expertise is proximity marketing, making sure the given code or game only works at a given store at a given location
  • Core value: The Bubbles can close the loop because the consumer is playing on smart phone, so can place a tiny remarketing tag on phone—build three audiences: (1) people who engaged with game, but haven’t gone to end of process, so remarket to them (2) the people who made a purchase but lost, and (3) those who made a purchase and won
  • Keeping a conversation going with different kinds of messages depending on experiences
  • No app because that’s one of key insights in early years, hardware in store is complicated
  • It is more a promotion that has been gamified, instead of a game that has a promotion
  • Travel, kids, and early interest in computers, technology and games
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