Zone’s Rianna Mitchell handpicks and shares the five best new stories on digital trends, experiences and technologies…
1. Earn “Pounds, Not Points”
Asda has launched a multi-channel advertising campaign to support its new loyalty programme, Asda Rewards. The campaign titled “Pounds, Not Points” highlights that shoppers can earn money instead of points online and in 633 of its stores across the UK. Consumers build up a ‘Cashpot’ by scanning their app at checkouts as a “reward” for shopping with Asda.
The ad sees an Asda store transform into an arcade-like video game, as shoppers zap coins accompanied by retro sound effects to boost their Cashpots. Vicki Maguire, Chief Creative Officer at Havas London, said: “We wanted to capture the playful dynamics, like in-app missions and the hunt for Star Buys, that help Asda customers feel like winners every time they shop.”
2. Who runs the tech world? Girls!
National Inclusion Week saw Apple’s Chief Executive, Tim Cook, express the significance of deploying a more diverse workforce in tech firms — including his own. He advocates for an increase in female recruits, stating there are “no good excuses” for the lack of women in the sector, and believes tech is incapable of achieving “great solutions” and reaching its full potential without diverse views and enough women at the table.
To improve diversity, Apple launched its founders’ development programme for female founders and app creators in the UK. According to Apple’s diversity statistics, Apple had 35% female staff in the US in 2021.
3. Welcome back Toys R Us
Iconic toy retailer Toys R Us makes a comeback to the UK market with a new e-commerce platform in the run-up to Christmas. After folding in 2018 and closing 100 stores, the toy giant invested in the relaunch of its site selling approximately 14,000 toys from over 100 suppliers. The site features different categories and areas to guide shoppers in purchase decisions, including Pillars of Play and The Demo Zone, and offers competitive delivery options in the pre-Christmas toy arena.
CEO and Managing Director of Toys R Us, Dr Louis Mittoni, said that the digital platform would incorporate “physical store elements in an exciting and immersive format but with a strong e-commerce focus”. The e-commerce platform will be the kid retailer’s only presence in the UK as there are no plans to open new physical stores.
4. Netflix gets serious about gaming
Netflix is establishing its own video game studio as it aims to make its mark in the gaming industry. Headquartered in Helsinki, Finland, the studio will be led by Mark Lastikka, Zynga and Electronic Arts’ former executive. The streaming giant throws light on the belief that Helsinki boasts some of the best game development talents on the planet.
Netflix already has three game development studios, such as Night School Studio and Boss Fight Entertainment, but this new addition will be the first studio built from scratch. Amir Rahimi, VP of Game Studios at Netflix, announced that the new studio “will bring a variety of delightful and deeply engaging original games, with no ads and no in-app purchases”.
5. Consumer psychology and experience design for marketing
Zone was joined by Econsultancy’s Senior Analyst, Rose Keen, to discuss consumer psychology and experience design. Econsultancy’s latest Future of Marketing survey highlighted that as more people transact and interact with brands primarily online, the need to understand consumer psychology and how to influence behaviour digitally has become increasingly important for customer experience (CX) and business growth.
Keen examined the consumer neuroscience and psychology insights that can inform strategy and experience design, including online persuasion strategies, building trust through social proof, and influential messaging on the brain. Discover how you can meet CX expectations through marketing for greater business success.
