Instagram, from social media to money media

A post by Amaïa DARRIGADE, MSc student in Digital Marketing @KEDGE Business School. 

Created at the end of 2010, Instagram has become one of the most popular social networks by users, and it is my favorite. It allows us to share our moods, purchases, outfits, dishes, photographs, short trips… just about everything!

This is a unique photo sharing network on which a true community exists: we can create and interact with it. Instagram offers a real experience for its users: the user can escape the space of a moment in one click, surf from one image to another, from one continent to another, observe the photographs taken by one of a friend in New York, or follow the posts of their favorite blogger… So give yourself a moment of decompression in an active day…

For a long time, Instagram was free of any commercial activity, and only users ruled the roost…But everything changed with the arrival of the giant Facebook !

With over 400 million active users worldwide (including 5.5 million in France) and 80 million photos shared daily, Instagram was finally acquired by Facebook in 2012.

After this acquisition, users were able to see some changes including the emergence of advertising in the form of sponsored images since March 9, 2015. Paid publications of brands appear in users’ news feed even though they did not subscribe to the brands’ feed.

As if that wasn’t enough…Since March 15, 2016, like Google, Instagram has implemented an algorithm. The publications, which, in the past, showed in chronological order, will over time be presented to users based on an algorithm and supposedly, the tastes of users. In other words, Instagram decides to show the publications based on users’ interests rather than on posting time.

There remains a void as to the definition of this algorithm, as Instagram hasn’t revealed anything about it yet.

Many users have already contested this new decision, petitions have also been launched… Some fear that the feed Instagram became the advertising relay major brands and lose the spontaneity that this social network had managed to create.

It seems that the experience offered to the community on Instagram will be upset over the coming months…

Should we believe that Instagram, and behind it, Facebook, will tell us some « good news » in March each year?

To be continued…

Reaction after the announcement on Instagram:

Some reactions on

A rumor circulated on Instagram as what the algorithm would be implemented from Tuesday, March 29, 2016. Users (famous or not) or brands have called their subscribers to « turn on notifications » to be alerted as soon as a publication will be published.




Instagram has tried to calm things down by reassuring users via a tweet on March 28, 2016.


Here you can see Instagram CEO explains how this change can be good…


User experience and customer similar words, huge differences!

A post by Florian GUILBERT, MSc Student in Digital Marketing @KEDGE Business School. 

What do you think about CX and UX? Like most people, you probably think they are the similar! I thought the same before studying digital marketing in business school and now I can say it’s not the same at all!

UX is the customer/user’s experience with a specific product or service, a website, an app, or software. The design of the interface its usability, information architecture, navigation, comprehension, etc. all this things combined create the UX.

And CX? Forbes says that customer experience is the “cumulative impact of multiple touchpoints” over the course of a customer’s interaction with an organization, a brand, a company….  CX is a large concept including all channels and all products within the same brand, and how the user feels about them. Also, CX includes an idea of relationship created between consumer and the brand and how this relationship  could evolve.

To summarize:


Which one should I favor?

Both, my captain!

If you have a bad UX when you start using an app or website, you will have difficulties finding what you want, browsing information will be confusing, and you will waste time, which is probably the worse thing for a consumer! In return, you can have the best  app or website of all times, but if you have a bad CX, and can’t deliver a good service or provide experience in your shop, the effect is null. In both cases, consumers are not satisfied.

Let’s take a look at some best examples of  CX and UX

Below a selection of my favorite CX!

L’Oréal Make Up Genius, L’Oreal does not only sell cosmetic anymore, but also beauty services thanks to augmented reality! They use new technologies every day, I love it!


Peugeot: Peugeot’s Connect app service is the companion of the car which includes monitoring and controls functionalities!  Mobiles services help the use of physical products, just a great idea!


Nike + :  Nike+ follows you all day long by recording your trainings sessions and coaching you according to your physiognomy. A personal coach in your pocket!

Below a selection af my favorite UX!

Graze : One of my biggest pet peaves on any website is when it’s not immediately clear. Here, there is a really simple explanation of what the company does and what you need to do!



Farmdrop : There are only two options for the user at this stage: explore the shop or find out more. This provides the customer with a straightforward journey and guides them towards the purchasing stage.

Vertty : Vertty just sells one product, you flick between all the different color options and you see you all the key information when you hover your mouse over the product.GUILBERT 6

And you? What your best example of UX and CX? Give me your opinion 😉


Sharing of my amazing experience in Aquadventure Water Park in Dubai

We often want to go on vacation in a country where we have never been before. Most of the time, we go to the Internet and do researche in order to not only make the schedule of our holidays, to find the best hotels but also, find the great activities which are able to give us amazing experiences of our vacations.


If you want to go to Dubai for your holidays and you are looking for intense sensations, or prefer to relax under the sun on a private beach, Aquaventure Water Park is designed for you whether you are with your family or not.

Located in Palm Jumeirah, Dubai, the huge park Aquaventure Water Park, which covers 17 hectares, makes sensation, and many would describe it as the best family activity in Dubai.

Aquaventure has been designed so that you never have to leave the water to enjoy all the attractions. This is particularly the case of the Great jump of 27.5 meters (almost a vertical drop on the face of the central Ziggurat, which puts you in a lagoon full of sharks). Same goes with the navigation in the rapids of one meter in height, or on the river of 2.3 kilometers that winds in a tropical landscape, or on a roller coaster of water that propels you higher and higher.

If these attractions are not for you, Aquaventure Water Park also offers a private beach of 700 meters where you can sunbathe. There are also a number of restaurants and snack bars throughout the park and others playful activities accompanied by the music.

Your day ticket also gives you access to The Lost Chambers Aquarium (The Lost World) where you can consider yourself like an explorer in the ruins of this island engulfed by the waters millennia ago. There, in the middle of 65,000 sea creatures you can live your adventure in the heart of Atlantis through The Lost Chambers Aquarium.


You can explore the mazes and tunnels of this lost city to meet the sharks, eels, seahorses and piranhas and enjoy over twenty productions of underwater life, including a pool where you can touch the species and an interactive show of Aquatheatre.

Gentle navigators will offer you guided tours of the aquarium at different times in the day. These interactive tours allow you to learn about the legend of Atlantis, the tradition of the Seven Sages and the marine species housed in the aquarium (The Lost Chambers).

You can also have fun with the divers during an interactive show, informative and funny in the room of the seven sages (7 Sages Chamber). Finally, you have the occasion to observe the animals jumping on the food in the lagoon of the ambassador (Ambassador Lagoon), meet hundreds of marine animals in the Persian Gulf while the divers feed them.

When you are in that area, you are immersed in another world. It’s the best place to have great experiences during your vacations in Dubai.

If you need to know more about my experience, please ask questions in the comment section.

You can also click on the following link to have a idea about what you will find there.

Ousseynou MBODJI

Entertainment, an individual and sharing client experience

A post by Aurélie LE BORGNE, MSc student in Digital Marketing @KEDGE Business School. 

A life without entertainment doesn’t exist. The era of entertainment in our lives hasn’t stopped growing and has now become a real digital economy.  Now, entertainment experiences have become 100% tailored and personalized, and they adapt on consumers’ tastes. Such incredible experiences are possible for about ten year now, since Internet navigation and companies can know our expectations better. It’s now possible to qualify users surfing online in terms of their choices and clicks, even if he/she hasn’t logged in. Data are there and with technologies now they enables new forms of creativity.

How about customized book written just for us?

Do you known “Emily Howell“? Sorry, she is not a new favorite compositor, but a computer program which composes its proper music thanks to a music library database and takes into account what the audience asks. So, Emily can develop its own music style thanks to opinions and data and provide personalized music for listeners. When we know that robots already write articles for the American press for sportive records based on match statistics, it’s not crazy to imagine one day a writer making just for us a personalized book or press articles we want to read.

The New York Times research and development Lab wants to create media spaces around people with mirror screens, with a face recognition system so that every person using it will have a different experience, and it will be staged around people’s habits. This mirror could broadcast press articles or TV flash information, traffic information to take the best way for work, etc… The goal is to offer an experience all day long based on existing interaction data, on a better format and support, with relevant news and information.LE BORGNE 1

I’m talking about this new revolution because it starts now: all TV and radio can be broadcasted for the audience when they want it, and they are free online with podcasts or replay format. With the existing content, we must just create the right, smart, platform to use existing data and build personalized programs. They platforms could be financed thanks to online and personalized advertising. These ads will be relevant in a context where user don’t need to zap or could permit to earn money for platform growth. Netflix began to do this with suggestions of things to watch.

To conclude we are the “digital native”: we won’t consume entertainment created for the mass media anymore, we want to participate, to co-create and we want information to be staged.

We, as consumers, are the new actors of our experience: we occupy the backstage, the writing room and go on stage!


Soccer stadium: Why they need to increase their customer experience?

A post by Laity MBAYE, MSc student in Digital Marketing @KEDGE Business School. 


Soccer is one of the most popular sport in the world and people have a lot of emotions while watching a game. Just assisting to a game at the stadium, seeing the 22 players on the pitch instead of watching them on the TV is an experience, with all the fans singing, the atmosphere, the architecture. Nowadays, a lot of soccer teams use the evolution of the technology to propose different ways to watch a game in the stadium. As every “revolution” there is some pros and some cons about the improvement of the customer experience inside the stadium.

Cons: people “against” this revolution are people who like to go at the stadium to see the players in real life, just enjoy the game, if they didn’t see an action they don’t need to have replays, it’s the magic of the soccer. For them, just being there is already an experience. Most of them actually don’t agree to add the video to help the referrer take good decision.

Pros: people “for” this revolution are those who have already tested it once, are convinced that this is the future of the stadium, and owners have to develop the customer experience using the technology. We can take examples of “Stadium 2.0” like the Alliance Arena, stadium of Bayern Munich FC or the Parc Olympique Lyonnais of Lyon FC ( Etihad Stadium the of Manchester City FC. All the clubs use connected objects to improve and increase the customer experience in their stadium.


You can have electronic tickets on your phone or tablets to enter inside, there is free wifi for everybody and 20.000 simultaneous connexion is possible. With the wifi, they can go on the Internet of course, but also download the application of the club, where fans can have replays on slow motion with different cameras to see each angle.

Fans can also have access to the ranking in real time of their favourite team or the others teams while they are watching the game. The application permits also to the fan to order a sandwich or a drink for the half time, it allows them to save time and to go back to their seats before the second half time, they just have to show the QR code, the connexion is safe with near field communication.

This customer experience is also about welcoming fans. Fans can have a second screen which brings exclusive content before, while and after the game, with bonus if they go there, such as quiz, election of the man of the game, or attending press conferences.

Customer experience has one objective: convince the fan to come watching the game at the stadium while the Internet and the television give them a certain comfort to follow a game remotely. The customer experience can improve loyalty of the fans by personalising their experience in each touchpoints.

The customer experience can bring a lot of fan, increase loyalty and make them feel they are living a unique experience. Yet, some people still think that this will be the dead of the real soccer…What is your opinions about that?


Customer Experience: How do TV Series deliver it?

A post by Alimatou YOUM, MSc student in Digital Marketing @KEDGE Business School. 

Watching TV series is good entertainment, but the question is: what do they do about customer experience? How do they manage to keep the audience focused and loyal? Yes, focused and loyal because “WE”, consumers, have no interest in watching a program that is not interesting. We love when it’s intriguing: we want love, drama, passion, plots etc. but what we want above all is good scenarios. When it’s about TV series, customer experience is a huge process that needs to be developed permanently.

As I said previously, if “we have no interest in watching a program that is not interesting”, producers will not gain any customer engagement.

Here are some examples: Good or Bad customer experience, you tell me!

First example: Le Bureau Des Légendes, produced by Canal +, is about terrorism, spy and secret identities


They look like gladiators in suits, right? Ready to fight the crime.

The season 1 did not convince a lot of consumers: when some found it quite interesting, others in the corner just gave up and wrote bad comments.


Second example: Game Of Thrones


If there is a TV series out there that can teach us something about the world of digital marketing, it’s “Game Of Thrones”. They invest a lot in customer experience. How? Disruption: amazing storytelling, archetypical heroes and themes, visual elements, innovative omni-channel customer experience and a strong social media presence.

There is no doubt that “Game Of Thrones” is a great brand, they know how to deliver exciting experiences, stories that jump off the screen and inspire loyalty. They can be named “customer obsessed” because they give people reasons for coming back and watching more episodes through their loyalty programs, gamifications, and a remarkable customer experience. The result is a win-win and an incredible fan club. This video might help you to figure it out:

Third example : Empire , musical tv series


When I think about empire, I just have three words in mind: Music, power and fashion.

If you like US music, you will probably enjoy watching it. They ensure customer experience through the scenarios (suspense, passion, intrigues etc.). Also, they are omni-present on social media: There are three to four original musics in every episode; they post it on the “Empire” YouTube Channel that keeps them connected to their fans before and after the episodes diffusion. Also, everyone has the ability to shazam it.

Actors are close to their consumers, they make them feel special. For example : Jussie Smollet, one of the major actors announced on twitter that “empire” was going to be broadcasted in France. He even spoke French to show his determination and make the consumers feel special.

Your customer doesn’t care how much you know until they know how much you care.

This quote says it all: ensuring a good customer experience is the key to every success. Whether it is about a business or TV program, it is important to deliver quality and make your consumers feel special.

Alimatou YOUM

Guest blogger series (1) – The Phygital customer experience

I am delighted to host today this first batch of guest blogs by my students at KEDGE Business School on the topic of customer experience.

Since I last told you about the project, the students have been working hard on their post, also receiving expert advice and coaching from marketer, writer and blogger Laure Lapègue. They had complete creative freedom on the topic and approach, as long as it was discussing customer experience.

Over the next two weeks, you’ll read 15 insightful articles discussing customer experience in specific industries, sharing personal customer stories or giving their views on best business practices.

You can now discover the first posts on the Phygital trend:

Enjoy, share, and don’t hesitate letting the writers know what you think of their work in the comments sections:)


About the digital invasion within traditional stores

A post by Capucine CHAUVEAU, MSc student in Digital Marketing @KEDGE Business School. 

As a make-up consumer, I am frequently receiving newsletters from different brands and particularly Sephora, offering discounts or presenting new products. Recently, they informed their loyal customers about the opening of a new shop: the first connected make-up store. This intrigued me and after some research, I discovered this was a “phygital” store.

I asked myself: what does the term of “phygital” mean?

It is actually a sweet neologism between “Physical” and “Digital”, and thus, describes the integration of emerging and digital marketing techniques within traditional and physical stores.

Phygital is a neologism between “Physical” and “Digital” which describes the integration of emerging and digital marketing techniques within traditional and physical stores.

This concept is quite new but is starting to appeal to more and more companies. Indeed, customers’ behaviour has evolved and Internet is our new best friend. How many of you have already checked if the wanted product was available online and cheaper?

Introducing digital and new technologies is an interesting alternative to keep customers in the store through the creation of a totally new experience around new digital trends.

But, let’s talk about our concrete example of a phygital store: Sephora Flash in Paris (I am really sorry for all the gentlemen’s who will read this article, but keep reading because it can totally be adapted to another kind of product).

The experience begins at the entrance of the shop where a little robot, named Robot flash, is welcoming and explaining you the concept. Moreover, Robot flash invites you to take a digital cart which will allows you to put products on it, pay and choose a delivery mode: at home or in a Sephora shop.


Then, you will meet different types of screens of different sizes. Each of them have a precise role: delivering information, finalizing the order, showing tutorials, adding products on your digital cart, choosing samples, or simply creating a special atmosphere with images and videos.


Are you wondering if Robot flash is the only employee within the shop? Actually, Sephora employees are still there, helping you though this experience with pieces of advices or make-up sessions. However, they all are equipped with a new digital tool, scanning your skin in order to provide the best needed products.

And by the way, there is a little added service: you can recharge your mobile phone for free during your shopping, unless it avoids you to find information about competitors’ products online during your visit in the shop…

What about you, have you already been to this kind of shops? Do you feel they provide you a totally new experience?


To get in touch with Capucine, find her here on TwitterLinkedIn


Inventory: the new customer service

A post by Maureen DUCLOU, MSc student in Digital Marketing @KEDGE Business School. 

DUCLOU 1A couple of weeks ago, I was shopping around the pink city, Toulouse, and I was wondering why I’d never visited such a beautiful city and that maybe I should come back once in a while. All these consideration were before I bumped into the Undiz store.

Undiz is a French brand of underwear that has recently opened a brand new store concept that I can truly qualify as Phygital. Indeed, as their sale area was pretty limited, only 50 meters square, Undiz had the brilliant idea to implement the idea of “inventory as a service”. In the middle of this small normal shop stand 4 huge touch screens, connected to 4 giant plastic pipes that dive into the inventory, in the basement.

On the touch screen at the menu: underwear, bras, and many other delights, customers fill in their cart and put an order. Five minutes later, the order prepared upstream by the team in the inventory, arrives in an aero-powered capsule through one of the pipe. All the articles are equipped with RFID tags to facilitate the payment and the order preparation process. If the customer doesn’t like the product he can just put it back in the capsule and send it back behind the scene.


It really is a phygital concept as it mixes conveniently and smartly all the assets of the digital and physical commerce in store. This process provides a modern alternative to shopping but for the skeptical it is still possible to shop the “traditional” way. The future arrives politely!

Six months after this success, the brand opened an “Undiz machine” in Paris, rue de Rivoli. This two-floor shop with a sale area of 270 square meters is far from the 50 square metres shop of Toulouse. Undiz went even further this time — without forgetting the “click and collect lovers” — with the creation of a revolutionary service called “click and capsule” based on the click and collect concept which is going to be a whole different customer experience.

Customers can order whatever they wish from the Undiz collection from anywhere thanks to the mobile app or on their laptops.

When they enter the shop, their phone gets detected, which triggers the whole process. Within 5 minutes, their order will shoot out of one of the pipe. The customer enjoys his order without even needing the help of a sales person.

Can you imagine how convenient it would be to shop, not needing to look for sizes or queuing up? Unidz machine did it, and this is definitely a good reason to go back to Toulouse and visit Paris too!

This whole new customer experience is a great step toward the phygital store. It’s the perfect way to blend digital and physical store: responding to surface, time and consumer experience issues. Do you think this kind of phygital store could lead to the abolishment of human interactions in stores?

 Maureen DUCLOU

Get in touch with Maureen on LinkedIn.

Luxury: immediate boarding to the “phygital” store?

A post by Chloé RIGOMIER, MSc student in Digital Marketing, @KEDGE Business School. 

Who has never hesitated to enter in a luxury shop, frightened by so much prestige and coldness? I definitely have (in spite of the fact that I love luxury), and I’m sure you have too! Strangely, we speak about a place of contact with the customers, a showcase for the image of luxury brands. Dissuasive guards, immense and spotless shops, absence of prices, rarity of products… Everything is reunited to institute a distance with the customer. Yet, luxury brands use these spaces to demonstrate their power: the surface must be the most spacious, the neighbourhood very posh, the layout designed by prestigious architects… I believe that luxury attracts us, moves us and makes us dream… But luxury can also scare us off! Then, how can luxury brands develop their stores towards a pleasant and attractive customer experience? Is digital the key?

Première photo Chloé jpg

Source :

Are Luxury and digital incompatible? There’s a huge stereotype claiming that digital would put luxury in danger because it would oblige the brands to lose some of their prestige and secret aura. Well, let us take the example of the pioneer in the domain: Burberry and its digitalized luxurious flagship store (London). The ambition is clear: make visitors live the same experience online and offline. Sellers have iPad to consult the last purchases of the customers. They can create the trench of their dream on tablets. There are screens to broadcast fashion shows and concerts. Products have RFID chips to show similar articles thanks to screens also acting as mirrors. Customers can pay by mobile terminal. Nevertheless, Burberry is a brand with a traditional image, very anchored and backward-looking codes (tartan, trench). They included the current stakes by proving us that there aren’t borders anymore between the real and the digital world. If you wish to see images of this remarkable Burberry store, it’s this way:

In an oppressing context where e-commerce faces the exclusive distribution of luxury, it’s time to enter in the “phygital”. The digital needs to enter in physical stores to appeal to the future clientele: the Y generation. It will revolutionize the point of sale making people live a memorable experience. However, luxury needs to stay a singular world inventing its own digitalization: an astonishing and magic digital experience. The human needs to be put back at the centre to provide a real distinction between online and offline. Sellers need to find the pleasure of the customer relationship again, delighting the experience with a refined quality of service.

In the video below, Eric Briones (the famous @darkplanneur) proposes strategies for a singular digitalisation of the luxury:

Let us be carried away by the imagination of the luxurious shop of tomorrow: I dream of an immense cosy space (noble materials, furniture design, wine and smoothies bar, makeup and hairstyle spaces, personal shopper, sound and olfactory atmosphere…) but still very modern (sellers informed about our needs, connected shop windows for a shopping 24 hours a day, hangers with RFID chips for further information on screens, connected fitting  rooms to share on social media, customization of products on tablets, mobile payment…).

What about you? What could incite you to enter a luxury store? Tell me what you think about the “phygital” for these brands. Comment, share, like… And have an amazing day!

Deuxième photo Chloé jpg

Source :


To get in touch with Chloé, find her here on Twitter & LinkedIn