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How 3 Leading Brands Are Taking an Identity-Centric Approach to the Internet of Things

We are now living in an era where toothbrushes communicate with our dentists, wristbands measure our activity levels, and thermostats adjust themselves according to the day’s forecast. When was the last time you stopped and evaluated how your customers are interacting with your brand?

The rise of connected devices and the Internet of Things is transforming the way brands connect with consumers on a daily basis. Business Insider predicts that the Internet of Things will account for 9 billion devices by 2018, and as consumers continue to jump from one connected gadget to the next, identity is becoming the key to creating consistent and relevant user experiences.

Modern brands have already begun to recognize identity as the emerging connective tissue of user experience and how we interact with our devices. Here are 3 examples of brands that are effectively taking an identity-centric approach to the Internet of Things to create groundbreaking user experiences.

KLM Meet and Seat

KLM Royal Dutch Airlines sought to create a socially connected, identity-centric flying experience by allowing passengers to login to its Meet and Seat mobile app using their existing social media identities. After logging in socially, users can see the social profiles of other participating flyers, as well as their seating assignments. They can then choose seating arrangements next to each other based on similar profile interests, transforming flying into a socially connected, personal experience.

Showtime Sync

Major television network Showtime has effectively transformed a traditionally passive viewing experience into an interactive, personalized activity by leveraging viewers’ social identities. Users that are logged in socially to are provided with a unique pin to stream their favorite programs via the SHO Sync LG SmartTV App. The app remembers the user’s profile information and preferences by default, creating a personal experience for each social customer. Socially logged in users can also share their favorite shows with their social networks directly from their TVs, creating a cross-channel and multi-device experience with identity at its core.

Dick’s Sporting Goods Gift Locker

Dick’s Sporting Goods wanted to give its shoppers something special for the holiday 2013 season with personalized, virtual Gift Lockers. Users can login socially on any device and add desired items to their lockers not just by browsing online, but by taking mobile photos of items in store or scanning catalogue QR codes. Tying all activity to a single user identity enables consumers to move seamlessly and enjoy tailored experiences across devices.

These three user experiences serve as prime examples of the innovation and opportunities presented by the Internet of Things. By tying devices to user identity, brands can take the Internet of Things to the next level by creating timely, relevant, and one-of-a-kind customer experiences.

For more information on how to successfully access and leverage consumer identity, download our free survival guide, Marketing in a World without Cookies.

By Rachel Serpa

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