Jimi Hendrix was on the right track in many ways when he asked “Are You Experienced?”
So what exactly is H2H? No, it is not the latest Asian flu. Neither is it water—that is H2O. And its definitely not the latest networking app!
H2H is “Human to Human”
H2H is About Brands & Delivering on Their Digital Promise
Your digital promise is the full delivery of your brand’s experience to your consumer. Sure, its easy to produce slick graphics and fabulous copy on a webpage and in social media. But brands have to really ask themselves if they are also providing the human experience vis-a-vie their digital presentation.
At first this seems a bit crazy and if nothing else completely contradictory. Isn’t the whole point of digital is that it’s exactly just that-digital? Not exactly. What customers are demanding is the full range of a robust experience that a brand has to offer. What seems to be new here really isn’t. But with digital in the mix, the rules of execution have been forever altered. Marketers know that consumers do not want to simply buy something, they want to fully experience it. This means that brands now have to understand how to seamlessly deliver online and offline–with great humanness.
The rules of brand delivery and execution are forever changed.
Missing the H2H portion of the brand delivery equates to treating your customer like a piece of digital meat!
This is nothing new because as far back as 1998, Joseph Pine and James Gilmore published “Welcome to the Experience Economy” and the phrase was then forever coined. They plotted The Progression of Economic Value graph.
Even then in 1998, customers were demanding experiential immersion with a brand. With digital marketing, they are demanding it even more. Its sort of a paradox. The more brands deliver remotely, the more customers expect to be treated like a human.
“Its sort of a paradox.
The more brands deliver remotely, the more customers expect to be treated like a human.”
Farfetch, the digital platform featuring hundreds of impossible to find boutiques and merchandise, recently announced their “Store of the Future”. Check out this short video from Bloomberg.
Farfetch is setting the standard for digital delivery and human experience.
Farfetch founder, Jose Neves says:
“The next stage in the evolution of the fashion industry is the connected store, which uses technology to enhance the luxury retail experience to become even more customer centric,” he said. “Farfetch is at the crossroads of luxury and technology and is well placed to understand its needs and deliver a tailored solution.”
In their new retail store concept, Farfetch customers will experience the full immersion of humanity wrapped in a digital brand delivery. Farfetch has executed an admirable business benchmark for H2H.
Is your brand ready for H2H? Are you experienced?