You have my details – now talk to me like you know me
I like music – any kind of music. I think my taste is eclectic and I listen to, download and buy music through many channels. You’d think that would make me easy for retailers to label as a fan. The fact I share loads of behavioural and transactional data should give them a great chance firstly to get to know me better and secondly to offer me more relevant music that I might like.
Used wisely and to its full potential, customer data can create a win-win situation: a great experience for me and consequently another sale for the brand. That’s the theory, anyway. In reality, I still get retailer ads directing me to things that were mentioned just days previously or, worse, stuff I’ve already bought. I’m sure most of you can pull up swathes of similarly irrelevant emails in your trash that did nothing but annoy you.
Thanks probably in equal measure to the transparency of the Internet and a rabid media appetite for portraying the data industry as the consumer’s enemy, shoppers like me are now much more aware of the types of information collected through multiple channels. Savvy consumers are a marketer’s worst nightmare. We know how to abandon a shopping cart, rapidly price compare and share bad experiences in vitriol.
That knowledge brings new power. It has stoked the privacy debate, but also presented a wider communications challenge, namely the collective customer voice crying: “If you think you know me, talk to me like you do!”