In March 2020 daily life radically changed. Activities that could lead to crowds were limited and a restrictive quarantine that forced Colombians to stay at home was implemented indefinitely.
In Colombia, local, family-owned markets make up 52% of ABInbev’s consumer market share – so when 23% of corner shops closed during quarantine, the drinks giant looked for ways to use its reach to keep shops selling and customers buying.
They worked to digitise every store, in every corner on every block, in every neighbourhood to create a powerful online shop: Tienda Cerca. All customers had to do to get their daily provisions was to share their location and place their order with their local grocer using WhatsApp.
How do you increase customer engagement, app downloads, and most importantly, sales? If you’re KFC you make your app less intuitive by increasing the number of touch-points and making it hard to find the best products.
Confused? KFC discovered that its staff love ‘hacking’ the menu to invent crazy new products. So Ogilvy Australia Sydney hid their creations in a Secret Menu deep within the app, featuring never-before-seen creations invented by crew members. Then waited for someone to find it.
When someone uncovered the Secret Menu, they were motivated to share it on social media, bringing new users into the journey. The goal was to acquire and retain users and disrupt traditional UX methods entirely. It’s fair to say that the gamble paid off, proving that the best customer journey isn’t always the smoothest one.
With IKEA’s superstores located on the outskirts of the city, a trip there becomes a long journey that takes time and effort. IKEA rewarded that commitment with an activation that converted the time spent getting to the brand’s stores into a currency that allowed customers to buy its products.
Using their Google Maps timelines, customers were able to find how much they “spent” on previous trips to the store with a converted time currency. Going from one department to another, they saw different products priced as returns for their time spent on their previous IKEA trips.
From being able to find how much time they spent on previous IKEA trips to finding the products in-store with the time currency implemented, to showing it to the cashier who converted their time into a real-world price, IKEA created a brand experience that helped its customers to make the most out of the precious time they have.