There’s a metaphor I like to use about public washrooms. Have you
ever been in a public washroom where the toilet flushes automatically,
the soap dispenses automatically, and the water turns on and off
automatically, but then the drier is manual, and it seems really jarring
and weird because you stick your hands under it expecting it to be
automatic too and then nothing happens? That’s what’s going to happen to
digital customer experiences and marketing best practices.
Let me elaborate.
Say it’s around the second week of December. I’m working on doing my Christmas shopping still, like many people are at this time of year. I open up an email from a large bookstore chain that I happen to have a loyalty card with – one of the few I actually use and carry around with me, and tolerate the promotional emails from. In the email is an offer that says “Got friends around the world? Check out with this coupon and we’ll ship to three different locations for free when you spend more than $100!”
For me, I’d be thinking: “Holy smokes, that’s perfect!! I have lots of friends around the world! I would love to be able to ship to three different places in one purchase! That’s so convenient!”
That might not be something that would excite you, but that’s why (although I’m not aware of it) I got this email and you didn’t. It’s tailored specifically to me because they know this is an extremely relevant offer that will motivate me to make a large purchase.
So I click to get the coupon and it takes me to a “gift suggestion” page. And somehow, it’s only showing me gifts and books that my friends and my family would like. It’s got science humour books, nerdy video game related books, and even suggests a book with big glossy pictures of cars for the two people on my list of ten loved ones that really dig cars. Me personally, I don’t like cars that much – but this isn’t a list tailored to me anymore, it’s tailored to the people I most care about and would likely spend more money on a gift for.
So here I am, sitting at my computer and thinking “WOW that is perfect for this person I care about, this one here is perfect for THAT person I care about, look at this I’m going to get all my shopping done in one afternoon,” and before I know it I have $250 of things in my basket.
Read More http://www.infotrellis.com/the-christmas-shopping-big-data-use-case/
Let me elaborate.
Say it’s around the second week of December. I’m working on doing my Christmas shopping still, like many people are at this time of year. I open up an email from a large bookstore chain that I happen to have a loyalty card with – one of the few I actually use and carry around with me, and tolerate the promotional emails from. In the email is an offer that says “Got friends around the world? Check out with this coupon and we’ll ship to three different locations for free when you spend more than $100!”
For me, I’d be thinking: “Holy smokes, that’s perfect!! I have lots of friends around the world! I would love to be able to ship to three different places in one purchase! That’s so convenient!”
That might not be something that would excite you, but that’s why (although I’m not aware of it) I got this email and you didn’t. It’s tailored specifically to me because they know this is an extremely relevant offer that will motivate me to make a large purchase.
So I click to get the coupon and it takes me to a “gift suggestion” page. And somehow, it’s only showing me gifts and books that my friends and my family would like. It’s got science humour books, nerdy video game related books, and even suggests a book with big glossy pictures of cars for the two people on my list of ten loved ones that really dig cars. Me personally, I don’t like cars that much – but this isn’t a list tailored to me anymore, it’s tailored to the people I most care about and would likely spend more money on a gift for.
So here I am, sitting at my computer and thinking “WOW that is perfect for this person I care about, this one here is perfect for THAT person I care about, look at this I’m going to get all my shopping done in one afternoon,” and before I know it I have $250 of things in my basket.
Read More http://www.infotrellis.com/the-christmas-shopping-big-data-use-case/
No comments:
Post a Comment