Selfies are becoming part of business operations. Some are using it to build their brands, others are finding it useful in speeding up processes.
Digital marketing agency AliveNow, sports-focused digital media agency Sportz Interactive, and fashion e-commerce firm Myntra are creating campaigns that encourage customers to take selfies to win discounts and coupons.
Financial institutions have more serious use cases. Small finance bank Equitas encourages customers to use a selfie to open their mobile banking app, instead of going through the more cumbersome process of entering PIN/password.
Federal Bank, Allahabad Bank, Andhra Bank and Union Bank of India have invited customers to send selfies and a photo of their PAN for opening savings accounts. Selfies also help in e-KYC for online brokerages like Zerodha and Scripbox, who don’t have physical presence across cities as the traditional broking houses do.
Kotak Life Insurance uses selfies for generating a quote for an insurance policy. Kotak says, “Your selfie will be used to provide a life insurance premium estimate based on an estimate of your age and gender.”
“During the soccer World Cup, Future Group wanted us to create a selfie game. So we came up with this augmented reality (AR) game, where users could keep bouncing a football on their head while taking a selfie video. And the longer they were able to keep the virtual football afloat, the more points they scored. These points could later be redeemed at Future Group’s Big Bazaar outlets. We saw 13,000 coupons cashed in that football season, so the driver engagement can be huge,” says AliveNow CEO Adhvith Dhuddu.
For Myntra, their selfie filters for lipsticks on the mobile app have proved enormously popular. In India, customers have traditionally preferred to buy lipsticks at stores as they want to try on how it looks like on them.
“Having lipstick filters for all the brands available on our site was a challenge. We had to make sure that we imitated the original colour as closely as possible in different lights,” says Jeyandran Venugopal, CTO, Myntra.
Dog foods maker Pedigree, as part of an effort to get people to adopt dogs, launched a Facebook campaign in October 2017 asking users to use FB’s AR tool to find their “doggie twin/soulmate” with a selfie.
Users could take selfies by trying on different dog masks, each mask representing a particular dog breed like a pug, bulldog, golden retriever or Siberian husky. They could then see for themselves which dog breed they resembled the most or is their soulmate.
Once they did that, they could look at all the real dogs of the same breed in Pedigree’s shelter called All Paws Shelter, and request to adopt one. The campaign has seen more than a million users click selfies.
Vanamali Ranganathan Sridharan, chief technology officer at Equitas Small Finance Bank, says its Selfelogin feature can be used to safely login to its app within seconds – just point the mobile camera at yourself. “There’s a whole new generation of customers becoming more comfortable with biometric authentication technology,” says Sridharan.
For online brokerages like Scripbox, selfies obviate the need to establish physical infrastructure for KYC across cities.
“If you are investing for the first time, then we need to know our customers (KYC). And so we ask customers to fill up a KYC form and upload signed copies of their PAN card and address proof. To verify that it’s you and not someone else, we also ask customers to shoot a small 30-second video selfie with their PAN card. Once we receive all documents and the selfie, then an account can be opened within a day,” said a Scripbox representative.
Source: Economic Times