Beth Schultz

Color Me Stupid About Customer Loyalty

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mavka
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Prospector
Re: Birthday
mavka   11/11/2013 2:53:14 PM
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In my last two engagements, we discovered that customer age quickly became less relevant as the relationship matured. Purchase history and online behavior trump age-based treatment, at least in my limited experience. Some personas, for instance the "benevolent grandparent" as we came to call it, aren't treated well using customer age. Valuable personas have behavioral signatures that often defy age. After two or three shopping or purchasing experiences, digging up a birth year just wasn't helpful. Sure, we could correlate with this or that additional database, but the juice wasn't worth the squeeze, as they say. We did try to collect the birth day to send out a personalized coupon, and we told the customer up front that was the reason we didn't want the birth year.

Is anyone getting much use from the birth year?

Ariella
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Blogger
Re: Birthday
Ariella   10/2/2013 10:53:02 AM
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@SaneIT Perhaps once they inform you that your kid has signed up and get a genral permission for particular types of email, they don't have to send a copy each time. My youngest actually doesn't have her own email, so she puts down my gmail account for herself and my verizon one as the parent one. So I do end up seeing all her emails anyway.

SaneIT
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Data Doctor
Re: Birthday
SaneIT   10/2/2013 7:22:18 AM
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I get emails from sites that my kids have accounts on to play games, like Lego and Webkinz for the initial setup of their account to be sure they are allowed to do so but I've never seen a follow up or an email saying that they are sending my kids in game messages which they do on birthdays for example. Would this be outside the rules of COPPA?

Ariella
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Blogger
Re: Birthday
Ariella   10/1/2013 9:33:08 AM
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@SaneIT Once they ask for an email for the child, they already seem to be crossing over in the online guidelines. I receive emails from K'nex and other companies every time they send something or receive something from my kid online, including signing up for emails. They specify that they do this to comply with COPPA regulations. 

SaneIT
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Data Doctor
Re: Birthday
SaneIT   10/1/2013 7:32:59 AM
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That covers information collected online but what about face to face collection of data?  Is consent by the parent implied if I'm standing there next to my child letting them blurt out every piece or information they are asked for?

 

BethSchultz
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Blogger
Re: Loyalty and the perks
BethSchultz   9/30/2013 1:15:37 PM
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@Maryam -- you definitely know how to pick a good loyalty program! I'm surprised Chico's doesn't offer a discount for your b-day. I wonder if it doesn't for any customer or whether you don't make the cut in terms of dollars spent there? I'm not a frequent Chico's shoppe; in fact, I've only been to the store once. But while there, I was absolutely flabberghasted by a woman next to me at the register. She was definitely a frequent shopper, but used one of the sales clerks there to do the shopping for her. She was returning some items and exchanging a few others for different sizes. Her receipt was probably two feet long. I kid you not. And I definitely got the impression that this was a regular occurence. I can't imagine Chico's not giving her a nice birthday discount!

 

Maryam@Impact
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Blogger
Re: Loyalty and the perks
Maryam@Impact   9/30/2013 10:47:26 AM
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Yes Beth actual free stuff. A local restaurant gave me a glass of champagne and dessert. I received $15 no strings attached from a vendor. Another gave me $10 no strings attached.

Granted I did get some emails with a birthday wish and nothing else--if you are listening Chicos don't bother next year! :) I would call that birthday spam!

 

Ariella
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Blogger
Re: Birthday
Ariella   9/30/2013 8:54:01 AM
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@SaneIT yes, and she could also offer this URL http://www.coppa.org/comply.htm

SaneIT
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Data Doctor
Re: Birthday
SaneIT   9/30/2013 7:17:29 AM
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I'm not sure what the legality is but I assumed they could just claim ignorance and skate by if someone confronted them.  My girls love the store so it's hard to tell them we're never going back.  We actually talked about going back to they can spend some allowance money and the first thing from the younger one was "if they ask me for my email address I'm going to give them a fake one".  I had to laugh then let her know that she can just tell them she doesn't have an email address.

Ariella
User Rank
Blogger
Re: Birthday
Ariella   9/28/2013 8:11:15 PM
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@SaneIT that store is just looking for a lawsuit if that's they way they go about things. Really, while you can probably get away with nagging your adult customers for information like that, I'm absolutely certain it is illegal to try to draw such information out of children under 13 without parental consent.

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