In 2010, a middle-aged man went to the store “Target”.
Not paying attention to the counters with the goods, he approached the nearest seller
and angrily said: “Call me a steward!”
The seller was surprised, did not understand anything,
but decided not to ask unnecessary questions and called the manager.
The man began a conversation with the leadership:
“How dare you send my daughter coupons for a discount?”
The manager did not see anything wrong with coupons for a discount,
but the following words clarified the situation.
“My daughter is underage, and you have fallen asleep
discount coupons for pregnant women and newborns. “
Of course, they made an official complaint, the manager apologized,
said that there will be no more coupons and mailings for the family.
“Target” is an American discounter, a network of about 1,800 stores in the US.
The company has an analytical department, which, among other things, developed
pregnancy prediction system.
The basis is the idea of changes in habits in the event of cardinal life changes,
to which pregnancy also applies.
It works like this: a young girl comes into the store,
buys a body lotion, buys comfortable shoes, a bag for walking,
and the software “Target” issues its verdict:
the probability of a girl’s pregnancy is 87%.
And further “Target” begins to form its demand:
will send her a coupon for a discount on a cot,
on baby food, powder and so on.
So, back to our history.
A month later the manager decided to call that man to find out,
Does the store offend his daughter with coupons?
And here comes the denouement.
A gloomy and already embarrassed man replied:
“You know, I was wrong, my daughter is really pregnant.”
Yes, it turns out that the store found out about a girl’s pregnancy before,
than about it parents have learned, and earlier, than about it or this was learned even she.
On the Internet, everything is arranged even easier.
Internet search engines, Internet services, online stores
collect, analyze a lot of information about users.
This is an obligatory component of the Internet business.
All the most interesting chips and features of Internet services
you can use after registration.
And then you begin to work personally.
Last week, I read an article on the Medusa news website.
It is called
“Google records everything you do on the Internet, and how to prohibit it.”
“Medusa” writes that Google collects a lot of information about users,
including those pages that he visited, information about the history of the pages.
It is said that in late October, Google changed the user agreement
and now he can build a user profile,
based not only on the words that the user entered
in the search box, but also on the history of visiting pages.
And all this is attached to a specific person.
I understand why this is happening.
Personalization and personal relationships
come to the fore not only in the Internet business,
but also in the banking sector, and in retail trade.
People, of course, worry,
when someone suddenly knows about them a little more than they expected.
Example also from the Medusa:
Zuckerberg, for example, glues the camera on its laptop with electrical tape.
But another example, more interesting, in my opinion, happened to my friend.
One day he starts complaining to me:
“They sent me a text message! Where did they get my phone number? How dare they? “
I ask him what is written in the SMS, what did they send you?
He says, they offer me a 30% discount on the gym.
I somehow calmed him: what a horror, 30% discount on the gym.
And you know, I would have believed in all this concern,
really believed, if not for a couple of billions
users of social networks around the world.
After visiting the pages in Facebook, VKontakte, Instagram,
you can find a bunch of information about the same people,
who just lamented about SMS messages at a discount.
My friend goes to French courses.
And after a short break in classes, she forgot the name of one girl from the group.
To ask directly was uncomfortable, and she decided to find a girl
through the social network page. It took five minutes.
Five minutes later she found the girl’s page through a chain of other pages and …
The girl’s name is Katya.
As they say, the name has been changed, and all coincidences are accidental,
absolutely random, yes.
In addition to the name, several other facts surfaced.
Katya loves Japanese food.
Her daughter is 2.5 years old.
Recently they all family went on vacation to the sea.
Apparently, on his return from rest on the eleventh of November
Katya was sad, and she listened to Lana Del Rei.
(Laugh)
In addition to the French, Katia is fond of photography,
her cat is also fond of photography. (Laugh)
There is a husband, her husband has a car,
and, in principle, one can form an impression of the material well-being of this family.
And you know, I think that this is logical and logical.
Personal relations and individuality correspond to human nature.
People register in social networks under their real names,
to find friends, communicate, join a community of interests
and to enjoy the great opportunities of social networks.
Of course, there are negative examples of openness.
It happens that they call us and offer us some nonsense,
and it is completely unclear where they got the number. Unclear.
You know, well, it’s already against the law, it’s theft of personal data.
If you get your phone number without leaving, then this will not happen.
You know, I think 99% of the real risks
is the theft of payment data and data required for access.
At the same time, the openness of our contact information is not such a big problem.
After all, you know, we are used to when we are addressed by name.
People have names, and when you introduce yourself, you say your name.
This is human, it corresponds to our nature.
And by the way about openness.
You know, now the concept of a social network is developing,
in which people use the Internet only to
to agree on a personal meeting.
And now it’s not about a dating site.
And really, great data and personalization
can be of great use.
I will give a few examples from real life.
This is the stadium “Lewis”, it opened in 2014
and became one of the best technically equipped sports facilities.
In addition to Wi-Fi throughout the stadium,
people can benefit from a special mobile application.
In addition to repeating interesting moments of the match and information about the game,
you can see the free parking spaces and, pay attention,
you can order food and drinks directly to your seats at the stadium.
Do you think it helps to increase the attendance of such an application?
Definitely!
An example of medicine may be “Volgreens”.
This is the largest pharmacy chain in the US,
which successfully introduced personal relationships.
“Волгринс” analyzes such data about clients, as a condition of their health,
Prescribed prescriptions and diagnoses.
Indeed, there is an allergy to certain medications,
and some medicines may be incompatible.
They will take this into account and offer another medication.
Such a personal approach allowed not only to improve the health of clients,
improve service and recommendations, but also increased the profit of “Volgreens”.
Returning to the “Target”, he is not alone in his desire
get acquainted with customers closer.
And the reason is that most of our expenses –
in retail trade and in the acquisition of everyday goods,
almost 28 trillion rubles retail turnover in Russia in 2015.
And now I’ll ask, please, raise your hands,
who has a bonus or discount card of any store.
Yes, do not be shy, excellent, excellent, very much.
But you know that at the TED conference, the digital conference,
and this is archaism.
Now my assistant will go through the ranks – raise your hands to make it more convenient, –
will go through the ranks, collect your cards, and we will destroy them.
(Laughs) Okay, I’m joking!
You know, and in practice we see that the share of buyers,
using discount and bonus cards in stores,
is quite large in Russian retail chains.
Agency RBC.research cites the following figures.
The share of purchases in the network “RivGosh”
with the use of a discount bonus card – almost 97%,
in “Eldorado” – 63%, in “Children’s World” – 34%
and in the “Crossroads” – 24%.
But what is behind these figures?
Is this a personal relationship
or is it an impersonal discount and bonus?
From my shopping experience in most retail stores
I can say that this is an impersonal benefit,
and I will assume that such a large share of purchases using discount
and bonus cards is in such buying solidarity.
Surely you met when one card is passed to each other for a discount.
And there is still such an interesting moment: everyone who stood in line,
received a discount, because the card was from one of the buyers,
quickly passed it, and all received a discount.
And more than that, if you forgot this piece of plastic at home,
then you probably will not get a discount,
even if the staff remembers and knows you in person.
Previously, personal relationships and individual dialogue were the norm.
I mean the owners of small shops and shops.
They knew all the customers in the neighborhood.
Now retail has become massive, individual dialogue is impossible.
Thousands of sellers can not remember hundreds of thousands of buyers.
It’s impossible.
And here technologies allow to return that individuality which was earlier
and which was lost due to the massiveness of retail.
Now personal relationships
you can put it in one touch with a bank card or phone.
Further clever algorithms will find the profile of a person, his needs
and they will offer him what he / she may be interested in, profitable and necessary.
And this is absolutely real.
Most experts in the industry have a similar opinion.
About a month ago, Ancer Ali from Unilever
spoke at the conference Performance Marketing Moscow.
And there he shared his thoughts on what approaches in retail
will help to increase loyalty and engagement of the audience.
He advises focusing on consumers, not on brands,
move from one-way interaction to engagement and dialogue with the buyer,
from mass production to go to personalized products,
and, very importantly, from retrospective analysis
go to real-time analytics.
I fully agree with these theses and I will tell you more,
buyers also agree: 78% of buyers
look positively at getting personalized discounts
and offers from the retailer based on the experience of previous purchases.
This is a very important figure.
Eight out of ten buyers will be happy if the retailer analyzes their purchases
and make a proposal to them based on this experience.
And I have an example of that,
how the personal relation in retail should work.
I buy food for my dog in one pet store.
His name is Buddy, a dog, not a store.
And I did not have any strategy and system.
I bought several times
and sometimes made an order through the Internet, sometimes took the order on the way home.
And now I get a message from the store.
They write that the food from Buddy can soon end.
Imagine, they thought about the fact that my dog’s food did not end.
They analyzed my purchases,
calculated the time when the feed may end,
and asked me to make a re-order.
It’s simple and ingenious!
I’m totally delighted, because this message
is more like caring for me and my pet,
rather than on the desire to make some additional order.
And since that time another pet store for me does not exist.
Nowhere else do I want to order, I’m a loyal customer,
the adherent and the adviser, as though маркетологи have named me.
Personal attitude should be as convenient for the buyer as possible,
it should bring pleasure.
Therefore, sellers and business owners!
Let your buyer register his bank card
to get a discount instead of a regular plastic card with your logo.
Do not force the buyer to carry a heap of plastic cards
in swollen purses!
Let him use your mobile application.
Do not make everyone the same discount.
Encourage a good discount of 20% of buyers,
which bring 80% of profits. They need to know in person!
And most importantly – communicate and interact with the buyer
not thoughtlessly and impersonal,
but showing concern and enthusiasm for his personalities.
We are all buyers, and I am sure that the experience of a personal relationship,
which we will be offered in the future,
will change our life for the better, we will like it.
Individuality and openness are the properties of human nature.
And two billion users of social networks can not be wrong!
Thank you!
(Applause)
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