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64 percent of users in Mexico prefer a personalized customer experience.
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Only 43 percent expect a high-quality or “premium” experience.
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It is increasingly common for IT leaders to create unique experiences for their users.
In recent years, consumers are more attracted to brands that provide them with unique experiences, beyond just selling them a product or service. Motorola seems to know this very well, that now some of its high-end smartphones will carry a special smell that will identify them from other devices on the market.
According to a survey carried out by Atento, 64 percent of users in Mexico prefer a personalized customer experience, that is, that brands know their interests and adapt to their tastes.
Likewise, the same source refers that only 43 percent expect a high-quality or “premium” experience from the brand they are buying from. Therefore, these types of strategies make sense today, and it is reflected in the investigation of the PwC firm that found that 1 in 3 people would abandon a brand after having a bad experience, and even the percentage of abandonment it would reach 92 percent, after 2 or 3 disappointments.
smartphone with smell
Although it is not a very new strategy, Motorola wants to surprise everyone with its sensory experience in cell phone packages currently on the market.
The strategy is that some high-end cell phones will carry a special fragrance that will identify them from other devices, in order to give a new feature to users this 2023.
The phone brand started this project last year, with a pilot plan in countries like Brazil, the United States and India, and this year he highlighted that it will begin to be taken to all parts of the world.
The distribution of this project is thanks to an association of the brand with Firmenich, a company in charge of the production of raw materials for the production of perfumes.
Although the proposal is unique and different in the current market, the objective of this strategy is that the userss perceive the smell of the mobile from the moment they open the box and that they keep it during their daily use.
The result will be an aroma, consisting of a complex blend of fresh aldehydes, aromatic notes and tonic spices, which they feel at the moment of opening the box and that it represents diversity, innovation, confidence and that it was unique.
“In this fragrance, the top notes, those that are perceived at the beginning, are fresh and aquatic, which are combined with a dense base of musk, amber and firewood. All this gives a feeling of elegance and naturalness”, said Renata Altenfelder, global brand director of the cell phone company.
It was learned that both companies hope to take this project to more places apart from their phones, but For now the perfume is not sold separately.
There are many brands that are running campaigns and even different products that provide the best sensory experience to consumers, as an example at CES 2023, The company OVR Technology, presented a project to have odors in the metaverse with a new device called ION 3.
Like the Motorola project, This can be used while sitting watching a movie and enjoying a video game and feel the smell of what the characters are experiencing on the screen where the virtual world is.
And it is thus, as in an increasingly digitized world, the customer experience has also moved into these spaces that it has become a top priority for IT leaders, who must adopt a customer-centric mindset, develop cross-functional teams, and define the right KPIs to succeed.
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