An app that auto-shares photos. A gender-neutral fashion collection. Abandoned cars reported via WhatsApp.
Three innovations that are raising customer expectations!
Every day we receive news of the latest consumer-facing innovations from the TrendWatching Insight Network (tw:in), our global network of switched-on trend spotters.
We’re relentless about asking one question: how will this innovation change what customers expect?
Our obsession with that questions reflects the idea at the heart of our methodology. Namely, that disruptive new startups, products, services and marketing campaigns create new customer expectations. And once created, new expectations spread. That’s why you can discover what your customers will want tomorrow by looking the innovations being launched TODAY. For more see What is trend driven innovation?
TLDR? We watch innovations and identify the early signals on where customers are heading next!
Ready? Here are three more expectation-changing innovations.
Knoto
Photo app uses facial recognition to auto-share with everyone in picture
In our FIVE TRENDS FOR 2016, we wrote about BENEFICIAL INTELLIGENCE: rising customer expectation that brands use AI to make everyday life easier, faster, more fun, just better. And that expectation continues to cycle upwards thanks to innovations such as this. When consumers see this app using facial recognition to solve a small everyday pain point, what problem will they expect you to address via AI?
March 2016 saw the launch of a free app called Knoto. The US-developed camera app syncs to the user’s Facebook account, and then uses facial recognition to identify friends depicted in photographs. The app will then automatically send each friend a copy of the relevant photo.
Valentino
Luxury fashion label unveils gender-neutral collection
The demographic model of consumer behavior and mindset — based on age, gender, location, income and more — is breaking down. Now, consumers are more free than ever to build lives of their own choosing. So when your customers see a fashion brand reflecting new, non-polar attitudes to gender, they’ll start to expect the same from YOU — whatever industry you’re in.
Rockstud Untitled is a line of gender-neutral apparel from Valentino. Unveiled in May 2016, the capsule collection features 12 pieces suitable for men or women, including a trench coat, white shirt and crew neck sweater. Valentino also worked with American artist Vanessa Beecroft to produce images and a video performance for the collection, on show in the brand’s stores globally and online.
Kuala Lumpur City Hall
Abandoned vehicles reported via WhatsApp
Two key consumer expectations being hit — and accelerated — here. First, that organizations are innovative in their efforts to solve shared problems and make the world a better place. Second, that they allow consumers to interact with them via the fast, informal digital language of messaging apps, chatbots and more.
In March 2016, Kuala Lumpur City Hall announced an initiative to help identify abandoned vehicles in the Malaysian city. Members of the public are invited to send an alert to the local council via messaging app WhatsApp, including the location and details of the vehicle. Previously, people could communicate with the council via phone call only.
Remember, when looking at these innovations — and all innovations — it’s all about asking: what new customer expectations are these innovations creating? What will those expectations look like when they reach me? How can I innovate to meet them?
Until next week ;)
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