When I first found out I was expecting – I was quick to try to hide clues from my friends and coworkers – cutting back on my morning caffeine habit and subtly declining that glass of wine at client dinners. I was not so good at hiding the truth from my favorite brands – who quickly picked up on the fact baby McIntyre was on its way via my late night Google searches and new email subscriptions.
As a mom-to-be, I welcomed all of the info but soon found myself overwhelmed with options. As a data-loving marketer, I started to think through how the adoption of Customer Data Platforms (CDPs) was affecting my experience as a customer, and how the varying information I was supplying (or implying) was being used to my benefit. Here are a few ways I observed CDPs break down traditional marketing barriers, and how I think they could do better:
Ask the right (polite) questions
In addition to asking for my email – some retailers also asked my due date. I found this savvy as they could tailor messaging based on the passing of time and my needs – from pregnancy pillows to white noise machines to teething rings. They also had the option for not supplying a due date, which was perfect for people like my mom or my girlfriends shopping on my behalf– this ensured they would not be bombarded with messages that weren’t applicable (or insensitive).
Don’t be too pushy
One benefit of retailers using CDPs is ensuring that all of their data – sales, marketing, and the customer data I supplied myself, is used for one cohesive customer experience. One of my favorite retailers picked up on the fact that I loved a particular nursery dresser and changing table. I ended up buying it, and was anxiously waiting for it to be delivered, when I found out it was backordered! While I worried if it would arrive in time for the baby, the brand added insult to injury by continuously reminding me via email the dresser “could be mine…” A simple CDP linkage between their order system and my email address would let them know they could stop trying to sell me on the dresser –maybe they could upsell me on the nightstand or bookcase, though.
Personalize the offer
As I became a returning customer to particular brands, I could see the offers and incentives I was presented with becoming more tailored and tied to my entire customer record. One great perk offered through a particular retailer was free shipping for a year – and by tying this perk to my customer record, I haven’t had to save a coupon or remember a promotion code since—the offer is tied to my account and associated to my shipping address.
Grow with your customer (in my case… literally…)
One retailer smartly converted from sending me promotions on maternity wear to mom-friendly pajamas a few weeks after my little one arrived. Going a step further – if they eventually realize I’m no longer in the market and put me in a light touch campaign – they likely will have a repeat customer.
Convert potential one-time buyers into lifetime customers
I was happy with the type of campaigns and offers I received as I baby prepped and proofed, but still was even more so impressed with the smart use of my data. Though I thought many of these purchases were one-time, or specific to just a small part of my parenthood journey, CDPs are helping prove otherwise, and converting customers for life.
To learn more about how QuickPivot’s CDP can help ensure cohesive customer experiences, visit our website.
This blog was written and contributed by Madeline McIntyre, VP of Customer Success at QuickPivot.
