Digitising the offline experience through a connected app
BRITISH AMERICAN TOBACCO
As far back as 2013, British American Tobacco (BAT) started producing tobacco heating, and vapour products. The first was Vype, which is now BAT’s flagship vapour brand. It was followed in 2016 by glo.
When BAT did some research into customer habits, they discovered that the first 14 days of usage were crucial in converting those first-time users into long-term customers. Plus, communication with customers in this post-purchase period was limited. Together with Nodes, they set about finding ways to open additional lines of communication in order to gather some more accurate data.
A connected app
The answer lay in building a connected app. One that would allow users to check the battery status of their device and monitor usage. The value for customers lies in a visual, easy-to-read representation of their usage. This also provides great insights for BAT. For the first time, they can see how their products are actually being used day to day. Which means a better service and a constantly improving product. While, at the same time, opening a line of communication from company to user.
The result is an app with various functions. Users can check the status of their device’s battery and choose to receive notifications and maintenance reminders. The app also gives them direct access to customer support, with a store locator, a live chat feature, daily tips, and video tutorials. Finally, and most importantly, is the generation of real-time statistics. Important for customers wanting to monitor and maintain responsible usage. Useful, too, for BAT, who can now gain insights into how devices are used, while establishing an important communication touchpoint with their customers.
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