The FeedCast
Episode #5:
The Power of the Scroll: The Emergence of B2C Feed Technology

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B2C feed technology refers to the use of scrollable feeds in business to consumer interactions. It has become increasingly prevalent across industries like healthcare and financial services and has had a significant impact on how businesses engage with their customers.

On our most recent episode of The FeedCast, Relay’s new CEO, Steve Gillin, sat down with host, Tricia Gabberty, to discuss his company’s leading feed technology and its impact on clients across industries.

“First, I’m very proud to say that Relay is currently the leader in business to consumer feed technology in the country.  We started the business because we saw the need for a private, 1:1, and secure channel for business to consumer communication. We designed it to eliminate some of the friction in those communications.”

Unlike emails or apps or portals, the scroll-based feed has changed the way people consume information. The format allows users to effortlessly browse through a large volume of information, making it highly engaging. This is key because in industries like financial services and healthcare, the average consumer may skim or miss pertinent or educational information when sent in an email or featured on a website or app.

As Gillin explains, the orchestration of content and cadence within the feed, based off behavior that the consumer has put into the feed itself, makes the content that much more powerful.

“We can combine within the scrolling mechanism of a feed the highly educational content that’s more relationship deepening between the business and the consumer. The type of thing that if I sent it to you as an email alone, for example, how we protect your data or how we protect your identity, is not something that I would respond to or engage with if you sent it to me as a one-off email. But if I’m scrolling in my feed and seeing content on how you protect my data, I’m more inclined to engage with that content because you didn’t push it to me, I found it on my own. It sparked my attention within the feed environment and I’m engaging with that feed.”

That’s not to say that organizations need to abandon their other communication channels. Rather, it serves as a strong addition to existing omnichannel initiatives.

“We really complement the digital tools that the clients have,” Gillin continues. “We don’t compete in any way. And the secret marriage really is, how do you look at your overall population? Most brands that we work with are looking at their digital footprint based off app downloads and portal registrations. When you add the Relay feed on top of that, your digital footprint overnight can go from 50% to 85, 90, 95%. All we need is the phone number to create the digital feed for the consumer.” 

In addition to expanding your digital footprint, Gillin cites that the majority of Relay’s clients are experiencing double digit increases in customer engagement too.

“It’s been the very best part of what we do. The impacts to our clients’ business are not small, it’s double-digit differentiators that we see across the board, and it’s consistent across clients and across verticals with an opt out rate well below 1%.”

Gillin concludes, “Communication with the end consumer is super important and our platform is unique and different in a way in which we actually can get the consumer to engage in your content in a secure, personalized channel.  And that’s the type of content that makes me feel comfortable about the bank or healthcare or whatever business I’m dealing with. It makes me feel comfortable about the transaction that I’m in.”

As the digital world has exploded, companies are smart to take advantage of all technologies that put them where their customers are. By leveraging scrollable feeds, businesses can provide a seamless user experience and drive higher engagement.

To learn more about the Relay Feed and how it can help with member engagement initiatives, reach us at: sales@relaynetwork.com

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