Liqvd Asia connects social with real to strengthen brand-consumer bond
One of the biggest challenges for brands in context to using data is connecting the dots that matter not only to give insights but also to find a way of leveraging this to create relevant experiences. Despite the vast amounts of social media data, brands are still struggling to find consumers with the buying intent or who are looking to interact with the brand more actively. In a bid to provide the missing link, advertising and marketing company, Liqvd Asia has created an IoT (Internet of Things) device – NiAmos. Touted as a region’s first, ‘NiAmos’ aims to provide businesses and brands intelligent data of customers from social communities.
NiAmos is a connected device that specifically maps social media interactions in the real world, identifying and following the customers wherever they meet the brand. It features a real-time and historical big data analytics stack to help brands in designing a marketing strategy that looks beyond numbers on social media platforms to increasing the customer base.
NiAmos also aims at interacting with the customer and giving the value for every walk-in. The device operates on ‘Internet of Things’ (IoT) and ‘Near Field Communication’ (NFC) technology. An inbuilt WiFi connection makes NiAmos an accurate local interaction machine.
“Social media is a huge platform that attracts brand lovers, content lovers and information seekers. Where social media claims to provide the colossal data of fan it actually fails at tracking the real buying intent. That’s where the idea of NiAmos came in existence. For brands ‘NiAmos’ is a device that will help in tracking the real customers from communities and giving them a real life experience of interacting with a brand. And for customers ‘NiAmos’ is an honor for being loyal”, said Arnab Mitra, Managing Director, Liqvd Asia.
At present, NiAmos can simply be placed at any physical location, such as a brand’s retail store. The brand’s app users will benefit from personalised micro-location based notifications and actions when they walk into the venue or interact with the products. “Personalisation is the key. This is the true movement from retail to me-tail,” explained Mr Mitra.
In the next phase, Liqvd is targeting to work with leading global POS (point of sale) interfaces to thereby integrate the entirety of the purchase behaviour. “We have done a few tests and connecting social data to real life data is showing amazing results,” Mr Mitra divulged.
Liqvd Asia expects to be working directly with brands in the initial phase, specifically those that are keen to figure out which part of their community is their customer.
Drawing attention to the second aspect of NiAmos, which is serving as a mechanism to build consumer loyalty, Mayur Sethi, Lead – Human Interaction, Liqvd Asia explained, “‘NiAmos’ is not just a product it’s an expression of love from brands to its customers. The word ‘NiAmos’ is taken from the most widely spoken constructed international auxiliary language, Esperanto and it means ‘We will love’. Virtual world or social networking world is all about liking & loving brands. Have you ever seen that a brand has liked your update? Now it’s time for brands to shower back the Love!”
“It is a customer’s nightmare to have multiple cards, programs that they connect today without getting much out of them. The NiAmos, mobile interface will change that for good and will become a global repository of brands gratifying their customers, showing them their love,” added Mr Mitra.
NiAmos is expected to be available for brands from Christmas, 2014. The logical extension of this solution and the data it provides can be an interesting step in digital media industry but the question is how much will brands be able to leverage this, in a cost efficient way, to move business units. Registered for IPR, NiAmos is Liqvd Asia’s first invention in the IoT space targeting to change a few things at the shopper level.
