Friday, February 17, 2012
Do they know about you more than yourself?
Today I came across this article "Google Tracking iPhone Users? Data Mining at Its Finest". This article states that Target can predict when a female customer is pregnant, their possible due-date, even gender of the expected baby etc. and market products promotions tailored to customer needs. A customer who typically don't monitor everything that they purchase, visits, clicks etc., but corporations are collecting this data across channels and applying advanced analytic techniques to extract information about their customers. It made me to think, corporations have potentially to learn about their customers more than the customer himself. Imagine a smart phone app that can predict what you likely to purchase and offer customized promotions in real-time as soon as you enter the store or near the store. May be there is already such an app that I don't know...
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In Australia, I am aware of a program approximately 4 years ago where a major grocery chain & meat marketing group were testing smart phone technology that as meat consumers walked towards the major grocery store and walked past the shopping centre butcher, they were prompted with meat promotions from the major grocery store with recipes to match the size and demographic of their family e.g. 2 adults + 2 teenagers PLUS directions on where to get each ingredient as they walked up the aisles. The grocery chain wanted to target those families buying from the butcher located just outside the grocery chains front entry (this is where most butchers are located in Australian shopping centres). Sunil, I too suspect the technology for predicting likely purchases offering customised promotions is already in existence.
ReplyDeleteJust be sure your customers aren't creeped out by it!
ReplyDelete