​Blackmores rolls out ‘Mindful Ocean’ neuro game to track customer mindfulness

The vitamin and natural superfood giant integrates brainwave technology in its new flagship store to enhance the customer experience

Australian vitamin and supplement company, Blackmores, has launched a new neuroscience-based platform to track customer’s mindfulness as part of its efforts to enhance engagement in its new flagship store.

Designed by digital agency, Holler, the new ‘Mindful Ocean’ technology detects brain-waves activity from an EEG headband. In the four-minute session of wearing the device, the technology platform reflects how the customer’s mind interacts between levels of relaxation and calm verses active thinking by way of some simple, stylized ocean wave patterns on a screen.

The technology is on display at Blackmore’s new flagship store in in Westfield Bondi Junction in Sydney.

Blackmores Australia and New Zealand managing director, David Fenlon, claimed the new ‘Mindful Ocean’ technology gives consumers the opportunity to assess their ability to find mindfulness, and as a result, begin to take control of their cognitive wellbeing.

“Our new flagship store will provide a personalised experience for our customers to take control of and further invest in their health,” he said. “Featuring human, digital and tactile experiences, the new flagship store is a unique prototype that takes retail into a new health space, offering the next-gen of interactive retailing whereby consumers are treated to an integrated offering of service and product.”

Holler CEO, Mike Hill, said the technology is designed to show what an active brain looks like, as opposed to a brain at ease.

“I don’t believe there has ever been that immediate feedback before, which I personally find pretty exciting,” he told CMO. “It does collect data as well and show your results, so as with anything, feedback breeds a better response.”

But he stressed brands need to be careful as to how they use this new type of technology.

“It definitely is a hot topic and if brands are not too careful, they may veer into pseudo-science,” he said. “One of the important things to realise is this is not a medical tool but just a wellbeing tool. And it certainly cannot read your mind. It can’t access thoughts or anything like that. But what it does show is the potential for future technology.

“However for the time being, we’re just showing people in a visual and real-time way that their mind and body are connected. So the outtake of that is that a healthy mind equals a healthy body.”

Inside the new Blackmores flagship store
Inside the new Blackmores flagship store

Blackmores CEO, Christine Holgate, said the aim is to provide consumers with the opportunity to experience the brand first-hand.

“This is about listening to our consumers and learning, so that we’re able to develop more products and more services, to better suit their needs,” she told attendees at the store's launch. “We hope that this will be the first step on our journey.”

The ‘Mindful Ocean’ technology is a Blackmores-only initiative in the new Bondi Junction store. The store will also feature zones for personalised conversations and advice, including an interactive ‘B Bottle activation’ with weekly wellbeing questions for customers to physically answer, and a Wellbeing Bar for customers to sample food products, starting with the newly launched Blackmores’ Superfoods range.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in