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 make me a more loyal customer. 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. 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 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? Have a cart ready for me when I come into the store with most of the things I buy based on my history. 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 looks good on Pinterest that mentions a food I know I have. 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. But if my local store could offer me suggestions based on what I buy that would be helpful. There might be 5 different meals I could make with what I have that I don’t even know about. 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 or Upsell. Now here’s the perfect upsell. “Did you know if you bought these [Insert Item Here] you could make up to 10 more different meals? This is all database information that could be instantly paired up with my purchases that could make my life easier.
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.
You can read part 2 here, it’s about Hallmark