BOLD Members Learn About COVID-Driven Changes In Consumer Behavior From IBM iX’s Vice President
Last Tuesday, September 15th, BOLD invited Armando Ortiz, Vice President and Distribution Market Leader of IBM iX, to lead a discussion about recent consumer behavior changes due to the coronavirus pandemic. IBM iX is a global business design partner that works with companies across sixteen industries to develop brand strategies and interactive experiences for their consumers.
“We believe that experience matters. The way a company delivers that experience determines how successful they are in the world,” said Armando. In a world of digital acceleration companies are looking for new innovative ways to connect with their consumers in a post-COVID world.
Armando asserted that many of the changes companies have made to adapt to the coronavirus are permanent. He also pointed out that companies need to strive to bring positive experiences for consumers in a world ridden with negative news. “The world has become really disruptive in that the last pleasant experience that anyone has anywhere becomes the minimum expectation they want everywhere”.
One of IBM iX’s clients is Sherwin Williams, a 150-year-old paint company. IBM iX was tasked with creating a digital experience around a commoditized product. “Brands have to play offense and defense at the same time.” said Armando. The new app reduces color anxiety and inspires consumers by allowing them to experiment with different colors in real time. “A total of 52% of people show up at a Sherwin Williams store to buy paint after using the app.”
The meeting was concluded with a group discussion that focused on the questions “What will be the long term impacts of the pandemic” and “How will behaviors and expectations be permanently changed?” BOLD members stressed the importance of the company’s values and actions in response to the pandemic. Members agreed that social advocacy is highly important in today’s generation among many students. “I think now more than ever the “why” of a company is so critical, and people are realizing the importance of it,” pointed out Patricia Menendez, a BOLD Account Executive.
BOLD is a student-run strategic communications agency at Florida International University. Click here to learn more.
Written by: Alejandra Chahine, Director of Public Relations