- Personalize service. eBay Now is making product delivery more personal by delivering products to customer wherever they are -- not a street address, but literally where they are. So the next time you're camped out at Starbucks or the park and need something in about an hour, eBay Now will bring it to you. In this case, eBay Now personalizes the experience by making the customer the destination, not an address.
- Augment experiences. Boston Children's Hospital's MyWay app provides users with turn-by-turn directions within their massive hospital complex, minimizing confusion and improving navigation from clinic to clinic and then back to your car. They'll even help parents find family-friendly restaurants, lodging and services nearby.
- Deliver action-based rewards. Shopkick, the fourth-most-popular mobile shopping app, with more than 6.5 million users, is working with retailers such as Crate & Barrel, Macy’s, Target, and Toys R Us to deliver rewards using indoor positioning. To receive rewards, users simply enter any one of the 7,000 participating stores. In addition, additional rewards can be earned by browsing “lookbooks,” scanning products in-store with their smartphones, and making purchases.
- Target offers. Coca-cola partnered with Digby to deliver offers to fans of their Freestyle vending machines (which are able to make custom blended drinks from over 100 different Coke favors). Customers who opt-in to the program received discounts and access to exclusive blends such as orange creamsicle -- a yummy mixture of Vanilla Coke and Fanta Orange -- when they are near venues that have the machines during mealtimes.
Tony Costa is a senior analyst serving customer experience professionals at Forrester Research. This article originally appeared on the Forrester Research blog.