I think if you’re going to mine my data you need to give me something in return. No, I don’t mean 20% off, some special access code or even points. I mean something that makes my life better or easier. Give me my time back to do the thing I really want to do.
Make My Life Better!
Marketers, if you can make my life better you’ll get better data that will make my life even better and more loyalty. After all isn’t that what you really want my loyalty, my brand loyalty? Here’s 2 examples of how you could expand your data mining to produce products and services that will make me spend more money and feel better about me handing over the information you deem so valuable to advertisers.
My 2 ideas center around food, and caring about your family and friends.
Your Grocery Store
Let me start with a simple trip to a grocery store. Yes many stores offer loyalty cards that track my every purchase and might, I mean MIGHT give me relevant coupons for my next visit, which they never are… I have news for you I rarely look at those and to me they are a waste of paper. I’m sure to some people they are not. I in fact I get too many receipts throughout the day. Just get rid of them. But a better use of the receipt would be to make it digital. Then it could talk to other apps like “My Fitness Pro” that helps you keep track of your food intake.
Okay we’ve really been dealing with deep data mining for more than a few years now. Now it’s time to put it to good use. Here’s how my grocery store can make my life better.
Here’s what you know .
- You know who I am.
- You know what I buy.
- You know when I buy it.
- And about what time I might be coming into the store.
Look this is just a small example of what you really know about be me but is never put to good use.
Offer These Services
- Cart Service
- Meal Options
- Health Tracking
Cart service? Yes you take all the information above and after I opt in because this sound so fantastic to people like me I say YES let’s do this! Have a cart ready for me when I come into the store. It can have anywhere from 30 to 90% of the products I normally buy every week. You might even send me a text alert that says want all these? Then I check off all the things I don’t. When I walk in that Saturday afternoon. I grab the cart that my phone directs me too. Most of my shopping is done!
Guess what I have time for? More shopping. More shopping for things I wouldn’t normally have time for because I really, really just want to get my stuff and get out of there. Because yes I have better things that I’d rather be doing than spending my day at the store. I like eating but I’m not a foodie. I might linger at that soda or chip display. Pick an more expensive meat or look at that thing I’ve never tried. I might even partake in the sampler displays because I have more time or more interest in trying something new. Maybe now they should show my how to cook something new?
Meal Options. What can I make with all the stuff I have and regularly buy? Believe me I don’t know. I’m lucky if I happen to run across something that mention. This makes my life better how? I hate spending time figuring out what I should eat this week. I spend a lot of my time being creative and food is not one of those things I want to be creative with. You could even dial in your dietary requirements to pick better foods and recipes. That doesn’t mean I won’t buy the junk food.
Upgrades. Everyone else knows them as add on. But really you can upgrade my meal by offering tips. Like, “did you know if you bought these 5 other things you could get 10 different meals.”
Now now that you can start predicting those details. What other things you could predict. How much salt I go through and when I’ll need more. I could plug in my diet restrictions and you could really build menus for me. And yes put that in the cart.
To me this seems like a real opportunity for companies like food, health and lifestyle to really work together and create services to make our lives better.
Send the Very Best like a Hallmark Card
I don’t like E-Cards. (Sorry to anyone who has ever sent me one.). Not because I think it’s lazy or anything I’m mostly worried about all the spam and malware that comes with it.
I know this is scary to some people but what if I gave Hallmark Cards my whole Google address book and Calendar? What would they know? They’d know my relationships, birthday, anniversary’s well all the major events in my life along with those of my address book.
OKAY, This Is The Scary Part. (For Brands)
Don’t get too greedy or go for the over sell here. Provide a good service and everyone will want to join in because they will see how much time this will save them. Here’s how it works.
Save me a trip to the Card Store. I know they are beautiful places and the help there is always outstanding. But I always find I run out of time to go to the card shop. The stores won’t go away but the I think there’s a certain segment like me that just can’t find the time for it.
So, here take my address book.
- 3 Weeks before any event you send me an alert for X event. You know it’s their birthday and their relationship too me.
- Show me cards only related to that. ( After a while you’ll see the kind I like to get, yum more data!) This will help you design better cards.
- Let me pick the card through your app.
- If I have other events around that time I can do them then too.
- You send me the stamped envelopes, pre-addressed ready to go back in the mail to my loved ones.
- All I have to do is Sign, write a little something. Insert a check add my personal touch. ( now offer ideas for those personal touches. )
- Go all “Apple” on the box it arrives in and that might even become a keepsake.
Here’s another fine line you have to worry about crossing. You can’t just take the address of all the people I just gave you and start spamming them to get your new service. It will be a hard carrot to ignore by you’ll have to do it. I think people will talk about this to but they might also want to keep it a secret. They wouldn’t want to think people aren’t putting in the effort to go buy a card.
- Keep in mind they are still putting in the effort to buy a card. The creative, reading, and becoming touched by something is still happening.
- You are helping to save my time getting to the spot where that happens.
- Looks like I never forget, EVER. You’re also making it look like I care more because now I don’t EVER miss anything.
- You’re making me look more organized.
- You’re giving me back the fun part with less effort on my part.
Everyone knows you care about your family and everyone knows you’d like to do more. Why not make it so easy for them to do it. You figure out the pricing. Per card, subscription fees, postage mark up. You make my life better and I’ll give you stuff like money and my data without complaining.
I believe if companies can find a way to make my life better they’ll start wining with better customer loyalty and data to make better products.