Make the offer something prospects can explore
Give prospects a simple way to explore the offer, with design and language that reinforce its competitive position. Dematic's campaign for its new retail automation solution combined a deliberately simple configurator with animation and a clear, authoritative tone of voice. The campaign evolved Dematic's visual language while reinforcing its position as a trusted leader in retail automation. The offer addressed a specific pressure: increased demand for rapid delivery and click-and-collect services during the pandemic. Dematic's micro-fulfillment solution placed automation within an existing retail location or urban fulfillment centre. The practical lesson is to build the interaction around a relevant buyer need, then use visual expression and language to make the experience distinctive without making it complicated.
Sources: The party’s over. It's time for marketers to embrace privacy, Dematic Micro-Fulfillment: A Simple, Powerful Engagement Tool