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.”
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.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration