COTY’s Global VP of Digital Innovation on Building Personal Conversations in Messaging

COTY’s Global VP of Digital Innovation on Building Personal Conversations in Messaging

Gerantabee: Personalization has far surpassed the ‘people like me’ mindset, and consumers expect a unique experience, conversation and product just for them, and only them. Rosenthal: When you think of messaging, which of these areas are you most excited about and why? Rosenthal: If you had the perfect data set, how would you use it to personalize the experience with your consumer? Gerantabee: Definitely. We are being selective and delivering on brands and areas where we feel we can offer the most value. For commerce, content delivery, utility, CRM, customer service? For a beauty company, product selection, commerce, and CX are of course prime areas of opportunity. Gerantabee: It is one of the few opportunities to have an ongoing, one-on-one conversation and evolve it over time. Gerantabee: It does.

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Coty is one of the world’s leading beauty companies with approximately $9 billion in revenue. I had the chance to talk with Fred Gerantabee, Global VP of Digital Innovation across its various product divisions. Gerantabee is focused on the use of emerging technology and new platforms, which of course includes chatbots and AI. Read on to learn why Gerantabee thinks voice is the next big thing.

Rosenthal: Unlike social media, which is one to many, messaging is one to one marketing at scale. What about this shift is most profound?

Gerantabee: Personalization has far surpassed the ‘people like me’ mindset, and consumers expect a unique experience, conversation and product just for them, and only them. Messaging allows us to deliver on this in a fashion that feels more organic, and at a scale that’s previously been unattainable. As data-powered intelligence continues to refine itself, we can drive more personal conversations that evolve over time and have a sense of continuity.

Rosenthal: When you think of messaging, which of these areas are you most excited about and why? Conversational UI and chatbots, emoji keyboards and iMessage sticker packs, Alexa and Google Home, or something else?

Gerantabee: The voice space is very exciting, and as NLP technology continues to improve, voice will become the lowest friction experience available. There is a uniquely interactive and organic nature to voice services and devices and where they are sitting within people’s daily lives; as those devices improve it will only get better for consumers. The rapid growth of skills for Alexa and continued enhancement of services such as Google’s Assistant is an indicator of how much potential the market sees. Chatbots of course, are also very high on the radar as consumers expect more to be delivered in the channels and platforms they already use. The high daily use and dependency on applications such as Messenger makes it a place where brands should be. The golden rule, of course, for both of these areas, is to be consumer-first and deliver services that are low overhead yet highly useful beyond simply brand-flag waving.

Rosenthal: If you had the perfect data set, how would you use it to personalize the experience with your consumer?

Gerantabee: Well, the perfect data set, in my opinion, is earned over time and trust with a consumer. So, if we’re starting with the perfect data set, it would be great to know some key behaviors of that consumer – what they’ve purchased, what they have an affinity for – what type of experiences they have gravitated toward the most (educational, high utility, content-driven). I think of every interaction as a job interview in which the brand is the candidate. If you walk into a job interview knowing nothing about the…

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