How Haleon Uses Zero-Party Data to Build Interactive Consumer Experiences
Research showed half the Centrum product selector users had never bought a multivitamin before, making it all the more important to provide a clear, personalized selection stage for these newcomers. Information gathered at this stage of the purchase journey is also immensely useful, Sharman says.
“Likewise, for Centrum, we are gathering data and insights on potential new customers at scale, which in turn can be used in other parts of our marketing plan to make our content more useful and engaging,” he adds.
This process forms part of Haleon's data flywheel, in which the data and insights collected from experiences are recycled and used to validate Haleon's audience segmentation. “The hypothesis being that over time, the increase in zero/first party data enriches the segmentation with less reliance on external data sources,” Sharman explains.
There were some minor bumps in the road initially, as Haleon had to manage and investigate the privacy consent in partnership with a third party for the first time, but Sharman says there were no issues. Looking ahead, he predicts customer experiences will become more immersive (or informative, depending on the mission) as technology advances and consumers' expectation of an experience grows.
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Similarly, Sharman says the use of experiences will grow and be embedded across more touchpoints, both paid and owned. “This will create opportunities for partnerships, either with retailers or complementary brands,” he explains. “Brands will need to create truly meaningful connections with purpose in order to capture and keep user’s attention. Personalization without relevance, or a clear incentive, will frustrate consumers.”
In terms of more moonshot goals, Sharman is eyeing voice-enabled virtual assistant technology. “I’d love to find a way to partner our experiences with voice apps or home assistants such as Alexa as the use of voice control continues to rise,” he shares.
- Spend time putting yourself in the consumers shoes and navigate the online user journey. What are the pain points? Barriers to entry? What is in your potential control to change?
- Once you know what your experience will be, identify what the minimum requirements and parameters for success are, and focus on going live quickly. Digital experiences will evolve with consumer needs, the insights you gather, and with technology changes, so trying to build the ‘perfect’ experience for go-live will cost you time, resources and valuable insights will be missed.
- Be clear and concise, especially on the experience landing page. Make the incentive clear, limit text, and provide clear calls to actions throughout to guide the user through.
- What is the intended next step? The experience should complement the user's journey and not lead to a dead end.
Haleon’s James Sharman shared some best practices for CG companies seeking to enhance their consumer engagement capabilities.