SmarterCX presents the Smarter Demos series, a 2-minutes-or-less look at some of the most innovative CX technologies and how they work.
Promoting one’s own brand is part of any company’s marketing strategy, but getting others to promote your brand for you – especially customers – is ideal. In this 12th video on the Smarter Demos series, we take a look at some of the latest in omnichannel retail technology. While on location at NRF 2019: Retail’s Big Show in New York City, the SmarterCX team met with Paul Archer, Founder and Managing Director of Duel, who explained how Duel set out to make it easier for brands to turn their customers into brand ambassadors, and also measure and reward customers’ efforts.
Watch our interview and read the transcript below.
SmarterCX: Paul, you have some very interesting, exciting technology to show us here. Can you give us a little bit of a preview of what you guys do?
Paul Archer: Yeah, absolutely. So what we do is we work with brands to try and help them turn their customers into brand ambassadors. You can get your customers to promote your brand that’s creating content marketing, referring people, posting about you, and talking about you in all those kinds of ways. Essentially you can run that through Duel by measuring it, and then reward those customers for everything they do for you.
So we’ve been working with over 30 different brands doing research and consulting with them as part of Duel intelligence. We’ve found that there’s been a massive, massive trend in that every single brand we’ve spoken to has tried to work with influencers, but every single one we spoke to, has been unhappy with the results. We believe this is because they’re really inauthentic in their approach of going out and trying to find an influencer who may talk about you, which is completely wrong.
Actually, what they need to be doing is talking about their customers who already love them, and find out which of those guys can talk about them. The way that it works is that there is a central hub which actually manages all your ambassadors, and this integrates with your CRM and makes sure you’ve managed them centrally. That connects to a really, really powerful user-generated content tool, which then also measures and tracks everything that happens from there.
If you can get your ambassadors to create a beautiful photo of them wearing their new product they’ve just bought from your store, then they can post that to talk about it to their friends. For example, if 10 of their friends see that and two of them buy, then that customer can get a reward. You can measure that, track it, and actually use your customers as a channel to market your brand in a way that’s never been possible before.
To see more interviews and customer experience takeaways from NRF 2019, read “NRF 2019: 3 Days of Retail Customer Experience Takeaways“. And to view the full Smarter Demos series, visit https://smartercx.com/smarterdemos.
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This transcript may be edited for readability.