I love a personalised offer. Or I do if it actually reflects my interests. I was quite excited when a major high street retailer launched their loyalty programme, promising me wonders beyond my wildest dreams.
Their data will show them that I shop with them 3 or 4 times a week, mainly between 12 noon and 2pm, and usually buy sandwiches or salads. I don’t think it takes a lot of processing power to work out I’m buying lunch – so why do they keep sending me offers for nightwear?
The offers I get seem intent on making me buy things I have no interest in, rather than buying more of the things I am interested in. Are they just pushing their agenda, rather than understanding mine?
Why aren’t they – and many other retailers – using the data they are collecting in a way that’s relevant to me? Are they still trying to catch up?
Personalisation should be creating a stronger bond with customers. From knowing where I am using wifi, to what I ordered and when, they certainly have the means to communicate with me in a meaningful way. Instead, sending me copious emails asking me to review my purchases isn’t showing an interest in me – sending me a follow up email with an offer on a linked product could be.
I’m assured that brands are using algorithms and neuroscience to create a more intuitive and mindful retail and e-commerce experience. That could easily mean that the home page of the sites I buy from could be personalised to me, from the content and images that are served, to the soundtrack playing.
Am I expecting too much? Am I alone in thinking data about me is valuable and I should be rewarded in a meaningful way for sharing it?