Mobile Commerce Strategies and CROME Triggers
In my research on mobile commerce and mobile consumers' behaviors this year, the need to personalize a user's mobile/digital experiences always comes up as a top priority. Everyone wants an experience that is relevant. However, as I pondered these studies, it occurred to me that personalization is only a part of the solution. If you received an SMS message on your smartphone about a shoe sales (your favorite brand and style), that ended yesterday, at a location hundreds of miles away, the personalization would be without value. Yes, it is your preferred brand and style, but not in your location or at a relevant time. So there is something missing. We, at Cognizant's Center for the Future of Work, have identified through our research the need for CROME (contextually relevant, opportunities, moments and environments) triggers. CROME triggers are bits of data that provide context, which can be used to provide relevant personalization at a specific time and place. For e