{"id":2378,"date":"2015-12-21T17:16:48","date_gmt":"2015-12-21T15:16:48","guid":{"rendered":"http:\/\/fiksukalasatama.fi\/en\/?p=2378"},"modified":"2015-12-21T22:18:20","modified_gmt":"2015-12-21T20:18:20","slug":"co-creating-future-customer-experience-and-loyalty-cards","status":"publish","type":"post","link":"https:\/\/fiksukalasatama.fi\/en\/co-creating-future-customer-experience-and-loyalty-cards\/","title":{"rendered":"Co-creating future customer experience and loyalty cards"},"content":{"rendered":"

As part of different loyalty schemes and programmes, huge amounts of data are gathered each and every day to monitor people and their behaviour. <\/strong>At the same time, people are starting to understand the huge value their data poses to retail business, wanting more control over of what is being collected, shared and how.\u00a0<\/strong>On the 4th of December, Forum Virium Helsinki organised a workshop which discussed future customer experience and loyalty cards from the perspective of MyData.<\/strong><\/p>\n

The workshop brought together 30+ professionals interested in retail and MyData. Via inspirational talk from researcher Kai Kuikkaniemi<\/strong> (HIIT), we first explored the fundamentals of MyData and how privacy should be taken into account in the digital and physical retail of the future.<\/p>\n

Kuikkaniemi dived into digital identity and consent management. One of the key issues here is trust: how it is built and maintained. If people trust your company, brand or service, they allow collection of data. Customer loyalty programmes are one of the things in retail business which are designed and run to build trust. But they need to be supported by trustworthy technology, personnel data management and services which are easy to use and understandable – even into a very detailed level if necessary.<\/p>\n

\"Kai

\u201cTrust is in the core of MyData in retail: to achieve it, the companies need to able to create easy-to-use and understandable services,\u201d Kai Kuikkaniemi says.<\/p><\/div>\n

The data-driven talk was followed by strategist Minna Lenander<\/strong> (SEK Loyal) who turned to emotions: when in control of your own data, what in fact would be the motivation to give anyone access? Lenander also discussed, how data enables interaction based on feelings, and how marketing needs to touch your feelings (not only deliver information) in order to make you move and act.<\/p>\n

\"Minna

\u201cWhat we feel directly influences on how we think things should be put forward,\u201d reminds Minna Lenander.<\/p><\/div>\n

We also heard inspiring case example from CEO Jukka Meklin<\/strong>, introducing Kliento. His presetation shed light into what it takes to run a customer-driven loyalty program today. Meklin pointed out, that the future customer experience, and loyalty programmes creating those, need to be personal and interactive. The relationship is based on interaction and ownership: only utilizing the data customer has been willing to share by choice. The focus is in the created value and the real experiences. Service design and attention to detail is a key element in creating value for the end users.<\/p>\n

\"Jukka

\u201cFuture customer experience and loyalty programmes need to be personal and interactive,\u201d concludes Jukka Meklin.<\/p><\/div>\n

The participants with various backgrounds discussed also further the future retail experience, what could be the future of loyalty cards based on MyData. There was a mutual understanding on that we are not talking about physical cards but digital services. It was also discussed, who are the parties who could to serve as data operators, and whether we are ready to actually pay for the MyData operator services, and what kind of services should be built on MyData to make them meaningful in retail.<\/p>\n

The workshop was held in Kalasatama, in the brand new REDI Living Lab. The space, opening in January, showcases SRV\u2019s unique construction project. Once completed in 2022, REDI will cover eight skyscrapers, parks, beach promenade and the largest shopping and lifestyle centre in Helsinki. It\u2019s no doubt that it will be the future center of whole Kalasatama area. What\u2019s interesting is that, REDI will be in fact a hub combining shopping, experiences and living. This is why it will also be an interesting place to test and explore the shopping experiences of the future linking digital services and physical space.<\/p>\n

\"IMG_8059_web\"

The future of loyalty cards based on MyData is not about physical cards – but digital services.<\/p><\/div>\n

The workshop was organised by Forum Virium Helsinki and Helsinki Institute for Information Technology HIIT, as part of Street Smart Retail project which seeks new ways to utilize technology innovation in retail. Street Smart Retail is funded by Institut of European innovation and Technology \/ EIT Digital<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

As part of different loyalty schemes and programmes, huge amounts of data are gathered each and every day to monitor people and their behaviour. At the same time, people are starting to understand the huge value their data poses to retail business, wanting more control over of what is being collected, shared and how.\u00a0On the 4th of December, Forum Virium Helsinki organised a workshop which discussed future customer experience and loyalty cards from the perspective of MyData. The workshop brought together 30+ professionals interested in retail and MyData. Via inspirational talk from researcher Kai Kuikkaniemi (HIIT), we first explored the>>><\/p>\n

<\/span><\/i><\/a> <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[115,84,83,117],"tags":[91,141,85,108,132,99],"class_list":["post-2378","post","type-post","status-publish","format-standard","hentry","category-built-environment","category-events","category-news","category-services-for-living-and-everyday-life","tag-digital-services","tag-mydata","tag-smart-city","tag-smart-kalasatama-project","tag-smart-services","tag-workshop"],"yoast_head":"\nCo-creating future customer experience and loyalty cards - Smart Kalasatama<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Co-creating future customer experience and loyalty cards - Smart Kalasatama\" \/>\n<meta property=\"og:description\" content=\"As part of different loyalty schemes and programmes, huge amounts of data are gathered each and every day to monitor people and their behaviour. At the same time, people are starting to understand the huge value their data poses to retail business, wanting more control over of what is being collected, shared and how.\u00a0On the 4th of December, Forum Virium Helsinki organised a workshop which discussed future customer experience and loyalty cards from the perspective of MyData. The workshop brought together 30+ professionals interested in retail and MyData. 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