Bang & Olufsen has announced the launch of BeoLounge, an upgrade to its online presence to enhance customer interaction.
With a brand loyal consumer base, Bang & Olufsen customers can now interact on this dedicated system instead of independent ones used previously and more importantly, they can access Bang & Olufsen representatives with important feedback or queries.
Furthermore, through linkages to the internal customer relationship management system, local dealers become more strongly integrated with customer contact points on the web portal.
On BeoLounge, visitors can navigate through a three-dimensional web environment, which is protected with security usually associated with a Swiss bank. For example, in a personal bank locker, the user receives messages from Bang & Olufsen, invitations to online events or product demonstrations, and personal user guides, all of which refers only to that user's individual requirements.
In this manner, BeoLounge seeks to connect with customers on a personal level, and to enhance the brand commitment of customers through offering them a personalized experience as well as behind-the-scenes insights into the world of Bang & Olufsen.
''We have developed BeoLounge to deliver as much of our brand experience online as we can through cutting edge interactive technology and storytelling,'' explains Christian Winther, SVP, Global Brand Marketing.
''It is our experience, however, that the more people know about our products and our brand and values; the more curious they become to experience our products for real in our stores. On BeoLounge, we call this the Experience Barometer. Once you have reached a certain level of experience, you will be invited for the real in-store demo. Even the best in online sound and image quality can only deliver a small part of the Bang & Olufsen experience.''
Through BeoLounge, Bang & Olufsen is thus able to get to know its customers and prospects even better. And through the unprecedented integration with the CRM database, the company is able to give the local retailers information about their customers and future prospects that can help target the product demonstrations when they decide to come down to the store.
This will ensure that customers and prospects get the best possible service when they come to the store, and thereby facilitate the smoothest possible transition from online to real brand experience.