Chelin opened by sharing some insights from a recent report KPMG released on ‘the future of retail’, “When we look at the significant insights and learnings of brand engagement there are a few strong themes coming through that can definitely be applied to the gaming industry,” said Chelin. “The art of forming an emotional or physiological bond between a consumer and brand is most certainly applicable here and when put into good practice can exponentially grow your brand.”
Chelin pointed out the first theme around the importance of Millenials who are the least engaged generation of customers. “Millennials are more likely to be actively disengaged and their engagement is HIGHLY dependent on technology, “ noted Chelin. The second theme Chelin affirmed was the significance of the conscious consumer, “In the age of authenticity we cannot underestimate the power of acting as a mindful brand. Current research shows that consumers will choose brands that act with integrity, measuring this higher in importance than that of innovation or being unique. Think about this in your communications and marketing messages. It’s key to note though that this does not only affect the consumer side. As in the case of Gucci, the high-end fashion retailer who had to stop all fur products because they were struggling to attract the best talent to work for them.”
Chelin added that the third major theme in brand engagement is all around experience and how to make it personal, “Customer experience is more important than ever. In retail businesses the measure to compare has always been turnover per square meter. Now it’s experience per square meter.”
When questioned to delve deeper into Millennials as consumers and how to drive better engagement with them Chelin shared the following tips:
Your brand is your promise. What do you stand for? Do you act consistently and are you authentic in your messaging and actions?
Tell us your story and don’t use text. Give visuals and multimedia. If you want a consumer to be emotionally attached to your brand then help them feel it and believe it.
Use influencers. Millennials are far more likely to trust influencers than advertisers.
Listen to your customers, ask their opinion.