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Can connected handbags bring emotional relevance and customer loyalty?

A new report tied to the launch of Rebecca Minkoff’s #AlwaysOn smart bags in partnership with EVRYTHNG and Avery Dennison, talks to the benefits of digital emotional intelligence for brands.

Rebecca Minkoff's #AlwaysOn connected bag - bringing emotional intelligence
Rebecca Minkoff’s #AlwaysOn connected bag

Here’s a question: If your handbag could talk, would you want the brand it’s from to listen? How about if sharing the data it collects on you could lead you to gain access to highly relevant, truly personalised and ultimately exclusive experiences consistently?

It’s a fine line between what of that is a serious privacy conversation, and what’s otherwise merely an outlined future of projected value exchange tied to the internet of things.

This is the future being imagined and worked on by New York designer Rebecca Minkoff with its line of #AlwaysOn smart bags launched in stores last week in partnership with EVRYTHNG’s IoT smart products cloud platform and Avery Dennison’s smart tag solution.

“We’ve always wanted to enrich our customers’ lives and deliver a brand experience that extends beyond the products themselves,” said Uri Minkoff, co-founder and CEO of Rebecca Minkoff. “By bringing #AlwaysOn smart features to the bags, we’re opening doors to a world of amazing, hand-picked experiences we think our customers will love, while making it easier than ever for them to access special offers, recommendations, and other loyalty rewards.”

The bags each feature a serialised smart label that, when scanned by a smartphone, will enable the owner to receive exclusive offers, product recommendations and video content from Rebecca Minkoff. For now, that offering remains a fairly basic one, but long term, the vision is indeed for truly personalised experiences presented off the back of real-time data fed to the business from the bags.

The roadmap for 2018, for instance, includes using geo-targeting to reach additional partners within the lifestyle, wellness and beauty realm. The user may well walk into a hotel in Austin, Texas, for instance, and be presented with personalised content recommending what to do while in the city. Collaborations can follow with food, travel, concert brands and more.

The concept marks a broad potential movement, according to a report commissioned by EVRYTHNG and Avery Dennison, that suggests brands should be using the data that digital products can provide to drive emotional engagements with consumers. Head over to Forbes to read all about the report findings.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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