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4. SIXTH SENSE
the customer-focused brand has a new sense: 
info-sense.
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Even stupid brands are 
collecting consumer 
data.
4. SIXTH SENSE
Smart sensors, face and object recognition technologies and 
wearable devices mean it’s possible to gather and analyze 
information about consumers – their location, preferences, 
purchasing histories and much more – in real-time as never 
before.
Not to mention that consumers have been creating and trailing 
data online now forever. Online, they’re long accustomed to 
seeing that data used to personalize the products they buy and 
the experiences they enjoy.
Now, consumers in physical spaces will increasingly expect 
the use of real-time data to shape and enhance the service 
they receive. In 2015, it’s time for brands to develop and use a 
SIXTH SENSE for information.
Only smart brands have a SIXTH SENSE 
for it.
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In 2014, 36% of global consumers are willing to share their 
current location with retailers via GPS – that’s 
almost double the number who were in 2013.
IBM, JANUARY 2014
36%
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sIXTH sENsE: FEATURED INNOvATIONs
Klépierre
touchscreen corridor offers personalized 
product suggestions
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sIXTH sENsE: FEATURED INNOvATIONs
Prorail & NS
train station LeD display gives real-time data 
on carriages
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sIXTH sENsE: FEATURED INNOvATIONs
Virgin Atlantic & 
Copenhagen Airport
Airline and airport trial Google Glass for 
passenger-facing staff
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sIXTH sENsE: FEATURED INNOvATIONs
Ulybka Radugi
russian cosmetics retailer uses emotion 
recognition software to offer customized 
discounts
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4. SIXTH SENSE
NEXT
We know what you’re thinking. Privacy! 
Brands with a SIXTH SENSE must be 
cool and not creepy when it comes to 
seamless data use and collection. Rising 
numbers of aware consumers will want 
to know where you’re storing their data, 
and how you plan to use it. Transparency 
and common sense are key.
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5. POLITENESS PAYS
because good customer service is a two-way street.
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The worst part about 
a whole range of 
consumer experiences?
5. POLITENESS PAYS
Yes, the brand/consumer relationship is democratized as 
never before. But – as we’ve discussed with trends such as 
DemANDING brANDS – that has led to some counterintuitive 
results.
In a relationship of equals, demands can go both ways. And 
that’s why rising numbers of consumers are willing to let brands 
demand something of them – a little contribution, effort, even 
pain – in the name of some broader good.
The implications for customer service? In 2015, smart brands 
will realize that it’s often other consumers who have the 
greatest impact on customer experience – good or bad. So 
they’ll encourage – or even force – every consumer to do 
their bit when it comes to creating a positive atmosphere and 
ensuring processes run smoothly.
The other consumers, of course ;)
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