“It’s all commerce now because consumers don’t recognize channels anymore … we are all just connected ”
Forget the ‘e’ in eCommerce says today’s guest Diane Kegley, CMO of RichRelevance. To me, this is right on. Consumers want to be able to connect with a brand/retailer seamlessly whether they are in-store, or on their desktops, tablets or mobile. And this is certainly true for me personally as a consumer. Today’s show also ties into the shopper marketing series we have been doing. (See Episodes 1, 2, 3, 4, 5).
RichRelevance helps retailers like Wal-Mart, Target, Sears and Marks & Spencer interact with the customers in a smarter way online. (You may remember RichRelevance from a recent study and accompanying infographic that made its rounds on the interwebs that confirmed that nearly 86% of shoppers click-through from Facebook, but that Pinterest drives larger orders – nearly double the $$$ of other social channels.) Diane gives this great example in the show:
Creating the Emotional Connection
If I’m searching for a flat screen television online. When I hit Walmart.com, I will be presented with a custom landing page featuring only flat panel televisions. As a move through the site and say add a TV to my cart, I will be prompted to perhaps add to my purchase with relevant peripherals or accessories. In Diane’s words, “It’s almost like there is a really good sales person standing next to you.” In other words, it creates the key thing that Omar Johnson spoke about in a recent show - an emotional experience. And the challenge, according to Diane is:
How do brands get to the point where they have this kind of emotional connection when their consumers?
In today’s fickle market, brand marketers have to think back to what it takes to win loyalty. Brands are finally realizing all of the big data they already own and trying to leverage it. This is the future of shopping. A seamless experience for the consumer. Brands need to think like a tech company and turn everything into marketable insight in real time. This is what Amazon, Google and Apple are already great at – personalization. And that is a win for all – as long as it’s done right.
Personalization vs. Privacy
Which brings me to the flip side of this personalization — a concern for privacy. Consumers want brands/retailers to read their mind, but only when they want them to read their minds. It reminds me of a few posts by Mitch Joel (mind crush), but particularly a March 2012 post about the Do Not Track Button. He writes:
“Odds are that you want personalization, but you also want to maintain your privacy. Let’s face it, we tell things to a search engine that we don’t even tell our spouses or families. You’re kidding yourself if you think this information (positive, negative or neutral) is not being tracked and stored. Then again, who wants unrelated advertising flashing and bleeping across our screens? In the world of tracking, I’d much prefer that the Web is capturing everything I’m doing to deliver more relevant content to me, I just want to be rest assured that this information can’t be tracked back to me as an individual, right? If all you have is my habits but none of my personal information, please track away. But, if you’re combining my usage with who I am, personally… then shame on you (unless you have my explicit and implicit permission).”
There are so many more insights in this episode, but I don’t want to spoil it all for you! Tune into the full episode below or pop over to iTunes. No time to sync? Check out Stitcher.com.