Beth Schultz

Color Me Stupid About Customer Loyalty

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chapAnjou
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Prospector
Re: Birthday
chapAnjou   9/27/2013 4:03:49 PM
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" It was awkward and she was a bit confrontational, it really made me not want to take my girls back there again but I understand that this was probably part of a procedure that she didn't really understand and she was just doing what she was told to do."

@SaneIT,

I think you're right for not wanting to take your girls back there.  Sure, the girl was just doing her job but any kind of confrontational attitude is simply not acceptable.  It sounds to me like the company needs to do a better job of training their employees on how to handle a customer's refusal to give information.  Actually, this is something that every single company should be doing.

BethSchultz
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Blogger
Re: Loyalty and the perks
BethSchultz   9/27/2013 11:40:06 AM
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That's true. There's so much cushion between the wholesale and retailer prices. But we as consumers are at their mercy!

BethSchultz
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Blogger
Re: Guessing age is easy if you have other info
BethSchultz   9/27/2013 11:35:31 AM
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Behavior tracking can go so wrong, though -- irritatingly so, I might say. I can't tell you how many mailed promotions I've gotten in the last year from Buy Buy Baby. I'm assuming this is because I've bought a few baby items during this period -- but all as gifts. I didn't actually purchase anything at Buy Buy Baby, but I have shopped at Bed, Bath & Beyond so I have to think the parent company must be doing some cross-referencing of some sort and maybe tapped into another purchasing database that had info on my baby-related purchases. I suppose I wouldn't be so irritated if I didn't know that the company could be using better analytics to optimize its marketing campaigns -- and save money in the process. 

SRS1
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Master Analyst
Customer Loyalty
SRS1   9/26/2013 2:08:12 PM
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It's difficult to resist large discounts when it's free and takes seconds to sign up for a customer loyalty program. Merchants can get use rewards and discounts to get customers to give out information they would otherwise not. 

ChrisHemedinger
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Prospector
Re: Guessing age is easy if you have other info
ChrisHemedinger   9/26/2013 1:06:48 PM
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Beth - I'm not a marketer by trade, but here's what I think.  The best predictor of how a customer might respond to an offer is probably his/her past behavior -- the classic recency-frequency-monetary method of segmentation.  So if you can track behavior of a customer, regardless of demographic, that's probably most useful.  If you are looking for a YOB to help with segmentation, then I think you limit the effort to what's easy to get or to infer. (Did I buy Geritol versus baby diapers? Guess my age.).  If you are looking for specific birthday info for important promotions (as casinos do), then you better make sure the customer provided that info willingly, lest you creep them out completely.

Hospice_Houngbo
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Prospector
Re: Loyalty and the perks
Hospice_Houngbo   9/26/2013 12:33:32 PM
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@Beth,

Nothing is really free, but but a 40 percent discount might be a real deal depending of the actual price of the item. But discounts might just be a marketing strategy to make you buy more items.

BethSchultz
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Blogger
Re: Guessing age is easy if you have other info
BethSchultz   9/26/2013 12:16:40 PM
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Chris -- I love that you created and shared the Facebook app and SAS program for inferring year from day and month. What do you think we're talking about here in terms of time involved to gather a customer's month and day of birth at POS and then either mine Facebook or a purchased or public database and use a program like the one you've created to get to a person's age? Is it worth a marketer's time and effort -- or only if there's a remarkedly compelling reason to get that info but not ask the person for it?

ChrisHemedinger
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Prospector
Guessing age is easy if you have other info
ChrisHemedinger   9/26/2013 9:34:20 AM
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Most of my Facebook friends publish their birthday (month/day)...because those birthday messages are such a big part of the Facebook experience!

But many withhold the birth year from the public. I suppose that, like you, they are trying not to give up too much information.

But do you know what they do share? High school and college history, including name of institution and year graduated -- so they connect with their old school pals!  I wrote a Facebook app and SAS program that shows how easy it is to infer a birth year from this.

Also, public records can reveal this information.  In NC it's the law that voter registration records be available to the public in electronic format.  Up until just a few years ago you could actually download the voter rolls in Wake County in CSV, revealing name, districts, party affiliation and birthday.  It's a bit tighter now for the general public, but surely a marketer could find or purchase a list with similar information and combine it with what they've collected from you.

SaneIT
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Data Doctor
Re: Birthday
SaneIT   9/26/2013 7:19:30 AM
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The girl behind the counter was dazed to say the least when I told her my daughter wouldn't be giving her any personal information. There were a couple times where she said "I just need her email address" and I replied that my kids don't hand out personal information to people that they don't know.  It was awkward and she was a bit confrontational, it really made me not want to take my girls back there again but I understand that this was probably part of a procedure that she didn't really understand and she was just doing what she was told to do.

BethSchultz
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Blogger
Re: null values are still information
BethSchultz   9/25/2013 3:28:32 PM
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I think so. But it does mean that I'll have to suffer through marketing campaigns that don't interest me whatsoever. Just yesterday, for example, I received an email with a discount offer on salon services there. But I have no intention of getting my hair done at the beauty retailers. If the retailer knew me a little better, it'd know this. ;-)

 

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