Why it matters
Gaining real-time data about consumer behavior, from their current location to their transactions, is increasingly valuable for marketers. Building a digital ecosystem to achieve this goal, however, is extremely complex in practice.
- Digital devices offer a profound opportunity to understand consumer habits, but brand custodians must act with due caution in this area.
- Establishing a clear value exchange, which tangibly rewards consumers for sharing their information, is an essential task.
- Privacy remains a critical issue, and should be baked into the design of products and services from the very beginning.
Last year, Princess Cruises – a sea-faring vacation brand owned by Carnival Corp. – introduced connected wearable devices for passengers on its digitally-enabled ships.
The 1.8-ounce OCEAN Medallion can be worn like a pendant, sportsband, or bracelet by travelers on any of Carnival’s five current “smart” vessels. Having originally been unveiled at CES in 2017, the free gadget gives each customer who activates and wears it a unique digital ID, so they can fulfill a wide range of tasks via their smartphone or through on-ship portals, including:
- pre-entering information before leaving home, expediting the boarding process;
- navigating around a ship;
- learning about dining and entertainment options;
- ordering drinks for delivery throughout the ship;
- locating family members;
- messaging other guests;
- enjoying customized games and content.
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