Emplifi: Building Recurring Customer Relationship

As digital natives, Gen Z is unique in that they have never known life without digital technologies like smartphones and social media. This shift has transformed the way enterprises communicate, connect and market with one of the fastest-growing consumer markets in the world. Gen Z is known for being empowered and active social media users. Most of them will discover the product on a social network, and the brands have to be prepared for that since they want consumers to buy more than just once by building a recurring relationship. Moreover, the ongoing pandemic has accelerated the prominent digital and specifically social and messaging engagement models. "It is the key to build this recurring relationship where the consumer gets a subscription for future purchases," begins Alex George, president of Emplifi.

Ohio-based Emplifi builds AI-driven software for the future of consumer engagement. The company helps the world's best brands enhance engagement with their consumers by contextually blending human and artificial intelligence. The firm's technology enables companies to provide more efficient customer service, protect their brands, and increase customer loyalty. Emplifi has built a marketing cloud with a set of marketing capabilities specifically focused on publishing and ensuring that brands can engage their consumers. Through a commerce cloud, the firm enables clients to sell the product. Emplifi is currently building a care or service cloud to answer consumers' queries regarding the purchase process and product shipments.

"People want extraordinary experiences as part of their shopping spree," says George. For example, Gen Z is most likely to spend most of their time on Pinterest, Instagram, YouTube, Reddit, or Twitter. Emplifi amplifies a food brand's engagement by posting simple recipes of appetizing food images or videos on those social media platforms in the case of a consumer scrolling through its feed for food recipes. Once a consumer taps on any of such content, a list of groceries pops up, and Emplifi integrates into the backend supply chain at, per se, Whole Foods Market to organize the delivery of all those ingredients to a consumer's place.