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from the maybe-they-can-play-on-my-lawn dept.
The Harvard Business Review has an assessment of how three companies (MassMutual, Starwood Hotels and Mariott) are using a new set of tools to connect with the younger generation of consumers:
[...] as MassMutual looked at ways to connect with Millennials, they learned something else: between the ages of 25 and 45 people make a lot of hard, grown-up life decisions, and they want and need help. Consequently, MassMutual made the risky decision to pivot from trying to sell products to Millennials (which they hate) to having conversations with them. MassMutual opened a storefront in the Boston suburb of Brookline called Society of Grownups. Reminiscent of a Starbucks, the storefront includes a coffee bar, a conference table in an open area, and a couple of meeting rooms. The company offered financial literacy classes, with topics such as "How to Buy a Home," and integrated them with classes on travel and wine.
[...] to keep up with these expectations for the latest and greatest in high tech services, Starwood Hotels and Resorts Worldwide has launched two new services in certain hotels: smartphone-enabled room entry and a robotic butler. "SPG Keyless" allows one to bypass the front desk by placing a digital key on one's smartphone. The robotic butler delivers guest requests via the ubiquitous smartphone for items they may have forgotten, such as a toothbrush or cell phone charger.
Starwood CIO Martha Poulter told me that Starwood's strategy is to try to amaze their guests so they will share their experiences through their social channels.
[...] Food and beverages are relatively easy to change, but buildings and atmosphere are a bigger challenge. Marriott took underutilized hotel spaces and instead of standardizing a concept across their whole chain, created a food and beverage incubator ("CANVAS") that identified local food and beverage stars, gave them those spaces to do their thing, and even provided expertise to back their new ventures.
Originally spotted on The Eponymous Pickle.
(Score: 3, Insightful) by acid andy on Tuesday October 27 2015, @07:09PM
The fact they have no qualms at all about selecting "the most sociopathic way" means that the corporation (ok, corporations aren't really people - the people making the decisions in the coroporation then) is inherently sociopathic in any strategy they implement, because sociopathy means you have no guilt or empathy. So, if the corporation chooses a strategy, that on the surface appears friendly and empathetic, that would really be a false facade - they don't care about the long term effect on you unless that permanently aligns with their increased profitability. Being motivated by profit above all else, with no guilt, no empathy, no qualms, simply is sociopathy.
If a cat has kittens, does a rat have rittens, a bat bittens and a mat mittens?