The Consumer Electronic Show (CES) is one of the most important showcases to launch new electronic products. There are news in many sectors every year, and the beauty sector, which move millions of dollars around the world tries to take advantage here. The pharmaceutical group Pierre Fabre, through the Elancyl brand, has launched a new IoT product: Le Slim Massage Coach ( you can read the french article here). The company focuses in anticellulite treatments. This product introduces a new feature in the market: the personal coach. This “ coach” runs with an mobile app too that tell you information about your progress.
Recently we read an article in techcrunch about the well known company L´Oreal.The big emporio has a brand, Kérastase that has launched at CES, a smart hairbrush. The brush runs with different sensors (including a microphone) and with a mobile app too. For example, the microphone detects the hair soundwaves to identify dryness, breakage or frizziness. The other sensors take information about the brushing force or speed. All the data about your hair or how you use your brush on it, are analyzed in order to recommended you special treatments or products .
These companies are big players in the beauty sector, and their brands are well know to million of consumers around the globe. They also have a very good marketing machinery behind to sell their product lines, combining IoT devices with their existing products. But technology always leaves space for innovative companies. This is the case of HIMirror Plus. The company launched a new mirror that identifies you and analyzes your skin (including wrinkles and black spots). It can for example simulate different light scenarios in order to help with your make up or tell you about your progress. You have all the information about it in their website.
The business of Beauty is all about giving personalized products to your customers. All “smart beauty” products follow that approach. IoT technology is the perfect technology to transform a normal product into a connected and personalized product. At Carriots, we have a experienced team to carry your company to the next IoT level. Let’s talk.
Nowadays in the Internet of People, many businesses rely on collecting big data on how users surf the web or share content in exchange of free applications such as social media, search engines or websites. Most business analysts state that people are the product and advertising is the income.
Consumers mainly pay for physical products like Cars, TVs, smoke detectors, etc… and these products are more and more connected devices to your smart phone or directly to the Internet. This connection enables the manufacturer to offer new features like real time traffic info for cars or online content for TVs.
Imagine you buy a new car that has embedded connectivity and your dealer ask you these questions: “Are you willing to share data from your car with the manufacturer? And what do you want in exchange?”
Well you can find a similar question Accenture Report, The Internet of Things: the Future of Consumer Adoption”
So many customers are willing to share their consumer habits in exchange of a free service or Feature.
If a connected product has an active connection to the Internet then the cost of collecting info on how your customers uses your product is just a few dollars (or euros) per year. Information on customer engagement with a product is something very new and very valuable. For example it helps the designer of the product to understand how the customers use the product and how to design the new version or new features.
So the Marketing potential for manufacturers of connected products is huge. The problem is not technology. The main concern should be how these companies build a relationship with their customers to be:
Clearly stated: If you buy a product that collects info on your habits: you should be noticed and be aware of this.
Accepted by the consumer: There should be mechanisms for the consumer to “opt-out” is this data exchange.
Secure and Private: The manufacturer should provide ways to offer privacy through making data anonymous or control third party info exchange like brands, advertisers, friends and family.
Fair: Most users will only accept this data collection if there is an incentive form them.
Brand Research and Analysis companies like Altimeter Group are already doing reports on how to craft a digital strategy and the possibilities of customer experience in IoT products. On their report you can find their recommended methodology to build your strategy:
Customer Engagement Analysis of connected products should be a priority of any Digital Strategy. Carriots IoT platform is already evolving to support this.