With the rapid growth of the Internet nowadays companies are almost forced to follow and keep up with web 2.0, using it as their strict bible. Consumers have become lazier than ever, with expectations to find everything on the internet. And if coming across a brand or product that provides limited information they are left unhappy, fact! Therefore, companies are under a lot of pressure to keep up with technology and trace the way their audience think and act. Which leads to interactivity. Although consumers are becoming lazy and use the web as their getaway and easy access to consumer goods, they always want something more than just browsing a boring challenge-less website. This is where interactivity is becoming a ‘MUST’ in catching the consumer’s eye and maintaining interest towards the brand.
Looking at Hoffman & Novak’s (1996) model of new interactivity, there is a constant link between the consumer and the firm. This way the firm is able to receive feedback from consumers. Using a medium such as the Internet the firm can keep track of the consumer’s thoughts and actions, working towards improving what they find ‘wrong’ with the brand and looking to reform a positive attitude. Consequently, a firm must construct their web page in a way that it is easy to explore and use. Hoffman et al (1996) suggest that the primary antecedent of the flow experience in the Web is that the consumer's skills and perceived challenges of using the web must be congruent and above a critical threshold. Surely a very complex web page would not be driving traffic towards it, reducing the chances of the general public visiting that site and defeating the whole purpose of interactivity!
The above link is an accurate example of the process and intentions of a firm digitally engaging with their audience. French Connection are becoming more interactive with their new strategy of getting their consumers to rate their products and share their views with peers, claiming it will help to reduce returns. A further reasoning to their new approach is to track their consumers’ thoughts on their goods. The company are planning to expand their digital interaction further by encouraging their audience to upload product videos provoking digital engagement with the brand and wider audience. I think this is a clever and interesting way for a company, such as French Connection, to get their audience’s views shared across. Moreover, their method can work as market research as well, when they are planning to produce a new campaign, or maybe they could even form a campaign based on their audience’s thoughts!
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