Martech’s Magicians: Microns, Micronbox and µniverse (Part 10)


Let us reimagine how our shopping experiences can change in the coming Martech 2.0 era.

Consider buying a book. Today, Amazon is the sole arbiter of what gets recommended to us and the reviews. But there is a world beyond Amazon. We don’t explore it because of the friction involved. Imagine being able to see the book on a shelf in a virtual library – so one can see other similarly themed books nearby. That is what one tends to see in a physical bookstore. When I am at Strand Book Store in New York City, I spend a lot of time going through shelf by shelf of books on a specific topic. (The Dewey Decimal System does a great job of allocating a unique number for each book which determines its place on the infinite shelf.) If I show interest, then for the next few days, a daily micron into my micronbox brings forth additional information – table of contents, reviews, author background, excerpts, and more, with each message a carrier of atomic rewards to nudge me towards the purchase.

Consider buying a phone. The post-purchase period is a void where the phone manufacturer is losing an opportunity to know me and engage me. Imagine offering me an incentive to register the phone and then opt-in to a 20-day micron series telling me the new features about the phone. The manufacturer would then also know the date of my purchase and could at a later point of time offer me an upgrade, thus building a longer relationship. Given that phones are also becoming windows to services, the manufacturer could get additional revenue once the relationship is activated.

Consider booking a movie ticket. The multiplex or the booking platform could drive excitement by sending me snippets about the movie. It could also create an interactive chat once I reach the multiplex with the food menu, remembering what I ordered the last time. After the movie, it could offer me incentives to rate the movie and share the experience on social media. It could also let me know what movies will be releasing the next weekend, and offer to book the same seats at a similar show time for one of those movies. By doing so, the multiplex is making me into a “subscriber” – driving repeat purchases in a frictionless manner.

Consider buying a dress. The µniverse would offer an AR view of me in that dress, and I could solicit feedback from close friends if I chose to. For Best customers, there could be a hassle-free returns policy. For ethnic wear, there could be a back story on the making of the dress. Post-purchase, suggestions of accessories could be sent to me.

These are just a few examples. The combination of microns, micronbox and µniverse open up a new world of brand-customer engagement possibilities. It is like the early days of the Internet – what could be created was only limited by our imagination. The digital world is our future, and we are all just getting started. Businesses which can wipe the slate clean and rethink customer experiences in the Martech 2.0 will end up with a significant competitive advantage in the future.

Published by

Rajesh Jain

An Entrepreneur based in Mumbai, India.