BUY WITH YOUR TIME

'Time is money' is an aphorism that was coined by Benjamin Franklin two centuries ago. It seems that IKEA Group is keen to prove it to its consumers .

In UAE, #Ikea gave consumers the opportunity to pay for their goods using time as a currency! Yes, that is right. 

Most Ikea stores are located far from the city centres and it takes lot of time for #consumers to reach the store. This is a pain point for consumers. Ikea understood this consumer insight and converted it into a delight for them. 

How?

Ikea put a certain time value to every item in their store. Consumers had the option of paying for those goods, using the time that they had spent in reaching the store. 

Check out this video to see more.

CATEGORY DISRUPTIONS

Quite often, when doing competitive analysis and market share reviews, we are busy analyzing direct competitors whereas there is a different category that is slowly eating into our segment, which has not even come into our radar or attention. 

Sometimes, the realization happens quite late and then either you have to live with that reality or go back to the drawing board and change your business model completely. 

Here is a great example of how the #camera industry thought that it would be impacted by the explosion of digital cameras, but it was the smartphone segment that ate up all their revenues, year after year with constant improvement in its camera technology. 

A clear lesson for all the players across industries. It is not about how your market share is changing but more about where is your consumer going with his or her money. hashtag#Netflix sums it up quite well when it says that is not competing with the other #OTT players, it is competing with sleep!

EAT YOUR WHISKY!

That seems to be the message that whisky brand Glenlivet is giving to the world with its new capsule collection. 

The Glenlivet Capsule Collection is set of fully #biodegradable pods that can be popped into the mouth for a burst of scotch without the need of a glass or a stirrer. #Whisky connoisseurs are obviously not happy with this, but every new #innovation comes with its set of naysayers. 

The smart thing that the brand has done is to keep it as a limited edition to gauge the #consumer response and then decide whether the idea needs to be scaled up or not.

 

                                                       #product #kunalviews #idea

SAMSUNG GOOD VIBES

hashtag#Innovation doesn't always come by asking the consumers. Great innovation often comes by understanding the consumers and their problems beyond what they are telling you. 

This requires observation, empathy, understanding and realization that your easiest solution may still not be working for a set of people due to various reasons. 

#Samsung seems to be understanding consumers quite well, and then coming up with solutions to their problems. They have just launched an app - Good Vibes, which is a two-way communication app for the deafblind, built on Morse Code that allows them to feel words being said to them. It gives them an opportunity to significantly change their ability to communicate and share emotions with their loved ones. 

To announce the launch in #India, they introduced a very powerful and emotion packed film that makes you sit up and notice! This is the power of a meaningful innovation.

NO NEED TO FLY AROUND THE WORLD

In the world of #Instagram and #Facebook, where travel is a passion and aspiration for all, people are flying to faraway destinations much more in this decade than ever before. 

German Rail was feeling the pressure of this as 72% Germans were flying out rather than taking trains within Germany as they felt German destinations were boring.

Here is what German Rail and #Ogilvy did to fix the problem:

1. They identified great locations from around the world and juxtaposed it with a similar shot of a German location next to it to encourage Germans to holiday in their home country.

                                  

2. They used Facebook data and targeted travel enthusiasts interested in those specific destinations on Instagram and Facebook.

3. Through geo-tagging technology and Google Search, they served video ads to the audience, updated with real-time prices, comparing two gorgeous locations (one in Germany and one abroad), detailing the cost of travel from their closest airport to the foreign country.

Results: An increase of 24% in brand revenue. This is a great example of: 

• Using #insights to convert it into an idea.
• Then leveraging #data to sharply target the right audience.
• That ultimately results in #revenues, which is what matters.

So many lessons in this case study!

HEINZ KETCHUP - POUR PERFECTLY

hashtag#Heinz is known for its thick ketchup that pours out of the bottle slowly, giving consumers the perception that it is made of the purest tomatoes in its most authentic form with no dilution. While the slow pour has been Heinz's unique selling proposition, consumer insights have also shown that it has been a frustrating experience for consumers when the ketchup has taken far too long to come out. So Heinz Canada made it easier for consumers by introducing the Pour-Perfect bottle, where the position of the label on the bottle has been titled to a 45 degree angle - the perfect pouring angle for the ketchup. Now consumers know the right angle to tilt the bottle. This takes care of the frustration of the consumers while retaining its competitive edge. The tilted labels are also breaking clutter on the store shelves making consumers stop to check out these new bottles. It will be interesting to see if this gets scaled up by Heinz to their other markets or not.

Video Credit: Heinz Canada

LET THE SONG PLAY!

Have you ever been in a situation where your favourite song starts playing on the car stereo just when you have reached your destination?

I am sure many people have experienced that moment. 

#Spotify USA took this consumer insight and came up with a nice and sweet ad film that shows people from different walks of life, who decide to spend a few minutes longer in their car to enjoy the complete song.

The acting is authentic, the song chosen is apt and the message is perfect! 

Enjoy this film this weekend.hashtag

IDEAS IN THE SHOWER?

Do you get amazing ideas in the shower, which you forget by the time you come out? Is your creativity at its peak, when taking a shower and then it seems to have gone for a walk when you sit down to write those ideas? 

I think this is true for lot of people, and that is why Calmar Consulting Corporation in USA understood this need and launched a very simple yet innovative product - Aqua Notes.  

As the name suggests, it is a waterproof note pad so that you do not miss out on those brilliant ideas anymore!

This is what they say on their website:

AquaNotes® are made of waterproof paper that is totally recyclable, environmentally friendly, and non-toxic. Each pencil is water resistant and is made with Incense Cedar wood, a responsibly harvested renewable resource meeting stringent environmental requirements. Even the ink used to print the logo and company information on the notepad is soy based.

I think it is a wonderful innovation!

hashtag

#innovation #idea #creativity #kunalviews #consumer #insight #consumerinsight #productivity #productidea #design #productdesign