Shopping With The Subconscious
UK based luxury car brand Bentley Motors has launched their Illustrator app, which generates a personalized virtual Bentley based on a person’s passions, lifestyle and personality type. To negate any skepticism surrounding the accuracy, Bentley built the algorithms using the world’s largest emotion data repository- 3.4 million faces analyzed in 75 countries, amounting to more than 12 billion data points.
Pizza Hut have created the world’s first ‘Subconscious Menu’. The digital menu uses eye tracking software to assess where the customer is looking on the menu and then uses an algorithm to determine which pizza is most suited to their tastes.
And pizza isn't the only thing you can shop for. Applications including the dating app, Tinder, have also begun to use existing technology as a platform to develop their own services. Now you can use your heartbeat to find a match on the version specifically crafted for the Apple Watch, which utilises its heart-rate monitor capability. The app browses hands free and automatically matches with the visible profile when it detects an increase in heart-rate.
The age of intuitive retail is here. The consumer demand for personalised approaches in both physical and digital outlets has brought on some very creative uses of ‘big data’ algorithms. Though it might appear as a gimmick in some instances, this could evolve into a more effective retail strategy- where products are showcased under the guise of desirability, chosen by the subconscious. The question lies in whether the social and emotional deconstruction within these algorithms can effectively pass as an accurate predictor of human choice.
Early attempts at customisation relied on high engagement from staff or customers – and thus relegated them to the niche or novelty. New executions demonstrate the smart application of technical solutions like big data mining and biometric tracking to predict & tailor the way a consumer engages; through any touchpoint, intuitively & with zero effort. Will the next steps in personalisation see brands augment our everyday retail/product/entertainment experiences without us even knowing it?