Consumers demand personalization and, despite recent privacy trends, they are willing to share data to get it. According to Accenture, 91% of consumers prefer brands that provide personalized offers or recommendations, and 83% of consumers are willing to share data passively if it means they will receive a more personalized experience.
Brands that have provided opportunities for customers to share are now sitting on massive troves of data. Tapping into this asset allows companies to deliver unique customer experiences that go beyond the transaction. Dominos and Amazon are two great examples of brands that have successfully gained access to customer data by allowing consumers to share their wants and influence their experience.
From the brand that developed the ahead-of-it’s-time “Pizza Tracker” tool, Domino’s built an AnyWare micro-site for customers to create rules about when and how they might want a pizza delivered. The Dominos Easy Order could be for when it’s raining, when their favorite team is playing, or if they’re at work past a certain time. If any of the predetermined scenarios occur, Domino’s will send a personalized text, slack or Facebook message to that customer asking if they would like their Dominos Easy Order. Because of the ease of use and technology innovation inherent to the Domino’s strategy, over 65% of US sales are via digital channels. On top of having an easy place for customers to place orders, Dominos now has data on what events prompt most customers to order a pizza, and they can make certain Dominos is present in those moments.
The second example comes from Amazon. Amazon has built 4-Star Stores, small format retail locations designed to bring top products to the forefront. The products in the store have earned more than 1.8 million 5-star customer reviews. These stores are a great example of a company leveraging the data at their fingertips to sell more products and expand their customers’ influence. According to Amazon’s 2019, Q3 Earnings Report, physical stores account for just $4.1MM of company quarterly revenue; however, expansion into other formats, including the 4-Star Stores and Amazon Go convenience stores, is a major growth opportunity.
In both examples, we can see new ways of gathering and implementing data to drive key business outcomes. The data collected can be used for selling more products but is also valuable for strategic marketing decisions such as audience segmentation, personalized advertising and site experiences.
To successfully unlock the power of data, every facet of marketing performance and beyond (merchandising, customer experience and personalization, brand positioning and creative design, etc.) should be supported by centralized data assets and viewed through the lens of fostering consumer interaction with the brand.