Spark Readers - I hope everyone is having a great week!

Since joining the Latitude team, I have done my best to write a quick-thought piece every week. Though a difficult habit to keep, I have truly enjoyed the research and dissection of a diversified list of topics over the last few months.

For this issue of Spark, I wanted to share with you the most recent piece, published initially to Medium.

As Amazon continues to bend, shift and mold to the new expectations of consumers today, the last mile of delivery remains a crucial battleground to win this new customer. In the last few months, the company has invested a massive amount of resources into everything from airplanes, robots and delivery fleets to accelerate the time between click and delivery. In a genius move, Amazon now focuses-in on the Coachella Vally to not only promote its ever-expanding dominance but to showcase the things it does best.

More on this below. As always, thanks for being a reader!

-Carter

Commerce at Coachella — Amazon’s purposeful promotion of last-mile dominance.

Over the last few years, Amazon has introduced over 900 “lockers” around the US giving their customers an alternative point of delivery, beyond their front doorstep, to receive Amazon products.

Often located in grocery stores, banks or other public locations, the lockers have become a staple of safe and effective delivery, especially in urban areas where final shipping destinations often prove to be unreliable or even, inaccessible.

This year, Amazon is looking beyond the inner-cities for their next locker location as they have set their sights on a more unique location — The Coachella Music and Arts Festival.

The Festival, as many know, attracts hundreds of thousands of music and art enthusiasts from around the world who come together for the multi-weekend event in April. This year, as usual, the line up is PACKED with some of the biggest names in music as record-setting crowds are again expected.

But why Coachella? Why install lockers in the middle of a field in the Valley of California? In my opinion, Coachella + Amazon bring two incredible business moves into the picture.

The first is simple, exposure. Why not place an incredible, value adding, brand-fueled experience right in the middle of some of the most influentialand wealthy young people on the planet. (Note both the demographics of the Coachella audience combined with assumed income based on the ticket price.)

The second reason is a bit more complex as it gives brands of all types something to think about — An incredible customer experience (CX). As anyone who has been to a festival knows, packing the exact right amount of gear to have both an enjoyable experience and not have to carry around a backpack all day is incredibly difficult. Amazon recognized both the marketing opportunity of Coachella and the dire need-state that they could quickly alleviate.

Sunscreen, delivered to a custom locker, within an hour, with your prime account, for under $5, unlocked in less than 1-tap on your smartphone… It does not get much better than that… And Amazon knows it as they use activations like the Coachella locker stunt to flex the experiences only they can deliver.

“Bringing the convenience of Amazon Lockers to Coachella will help customers focus on their experience instead of worrying about forgetting something at home or having to carry it in with them...”
— Amazon Worldwide Director of Lockers, Patrick Supanc, said in a statement to RetailDive.

The logistical details of this activation include a dedicated microsite for festival attendees along with a team of branded staff on the ground to help with any confusion the lockers may bring. These logistics, along with the inherent simplicity of the locker system, ensure that Amazon customers encounter the same, seamless shopping experience they have come to expect from the retail giant.

As holistic consumer experiences become more vital to stand out in the crowded, consumer-driven world of today, brands must look to flex their most valuable mussel when looking to bring and grow new customer bases.

How can physical experiences, like Amazon’s, showcase points in the customer journey that an online ad or commercial cannot? How do you find a way to position these services and traits to add value to consumers?

A banner ad, social post or TV commercial is easy to skip and scroll past. A physical experience that adds direct value in a time… Not so much.


See the original story via Medium.
Amazon's Last-Mile Ambitions

 

Tide Launches the "Uber for Laundry"

Tide, the CPG giant owned by P&G, recently released plans to open new service-based offering to cover all your cleaning needs. 

Tide Cleaners is a 24/7 is a laundry service and franchise based off the detergent of its same name. In a market that is often associated with shady storefronts, lengthy wait times and additional fees, Tide Cleaners offers a recognizable brand and reliably qualified care.

  • Customers prepay for their laundry using the mobile app, which in turn dictates to them the nearest 24/7 drop-off location.
  • These drop spots will be located in multiple outlets, from gas station storefronts to office lobbies, spread evenly enough to render them easily accessible to all customers.
  • When their laundry is ready (purportedly soon since the service advertises same-day pickup), customers will be notified via the app.
  • To pick their garment bag up, shoppers will never even have to step out of their vehicle. The service offers a valet that will deliver your clothes right to the car.
Looking to the future, Tide Cleaners hopes to retain important consumer data, such as laundry frequency and product preference, and utilize that intelligence toward bettering Tide’s products and services. In addition to being a model for future digital service projects, Tide Cleaners can also be used by Procter & Gamble to directly test new products with a proven-loyal consumer base.

👕 Learn More | See how it works (video).
Text and research sourced from PSFK.
The Leftovers - Random & Interesting 

Onward is a new “breakup concierge” platform that can help you find someone to pack your bags.
Airbus and design agency Layer are reimagining the airplane seat.
Ninja has his own toy line.
An investigation into "Cyber Funerals."
Litho is a finger-worn controller for augmented reality, IoT and other ‘spatial’ interactions.
Instagram influencers selling you drugs.

The Next Step
Customized research, presentations, training and formal reports are available upon request. Please reply to this email or send me a note to get in touch.


Thank you for giving the first few rounds of "Spark" a shot.
Any and all feedback is greatly appreciated.
What is Spark all about?
Consumer Connections - Beyond stereotypical social and e-commerce platforms, we look to focus in on new and emerging ways consumers are connecting with each other and brands. These stories are then summarized and paired with actionable next steps for marketers, brand leaders and really, all who are curious.​

We write these pretty fast so please excuse any grammatical or spelling errors. We're trying.
Topics this week were quoted or directly sources from a variety of sources.

Copyright © 2019 CJC, LLC.

The information listed within has been sourced from the noted publisher.


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