How Major Brands Collect and Use Consumer Information6 min read
One of PERQ’s most impressive attributes is its ability to capture and store consumer profiles gathered through our interactive content (games, surveys, submission contests, etc.). Whether you’re collecting information on a consumer’s birthday or about the types of movies they like to watch on rainy days, you’re one step closer to learning how you can better connect with them. There are a number of brands that have already proven how useful consumer profiles can be. Here’s 3 great examples of companies that are already leveraging interactive content to learn about and better serve their consumers.
HOW MAJOR BRANDS COLLECT AND USE CONSUMER INFORMATION
Jimmy John’s has a very basic way of collecting consumer data and putting it to work. When ordering one of their Jimmy John’s “freaky fast, freaky good” subs online or by phone, Jimmy John’s will store a consumer’s name, phone number and previous order, so that they can better serve consumers the next time they make a purchase. In essence a profile has been generated. Additionally, consumers won’t have to repeat their information because it has already been saved into the system. The only thing folks need to do over the phone is confirm their home address.
In a way, it all hearkens back to Jimmy John’s promise to always be freaky fast and efficient with service. It’s a basic yet functional use of their customer’s information to help give the best service possible.
Another brand that excels at creating consumer profiles is video streaming giant, Netflix. When you first sign up for Netflix, the company asks you about the shows you already enjoy, in order to better tailor show suggestions for you to your preferences.
As Netflix learns more about what you like to watch, they continue to send you suggestions and notifications, such as when a new season of your favorite show is on Netflix, or a movie you’d like based on something else you watched. Ever get irritated when your Netflix suggests shows like “Futurama” or “Bob’s Burgers” after your friend comes over to use your account? ? That’s Netflix’s continuous user-profile feedback loop hard at work!
The last brand I’ll be discussing today is ipsy; a subscription site that sends its subscribers 4-5 samples of beauty products every month. Naturally, what makes the subscription service so successful is the effective way it uses consumer information.
Before subscribing to ipsy, consumers are prompted to take a beauty quiz about their interests, needs, and experiences with makeup and beauty products. The questions inquire about personal style, product preferences, skin tone, hair type, etc. The quiz is a great tool to help ipsy tailor the types of products that they’ll eventually send their users. Most importantly, its ipsy’s way of listening to what its users are saying. It allows ipsy to understand its users and, in turn, create a better consumer experience. Their personalization tool, called “ipsyMatch” continues to pull information from the user’s beauty quiz, product reviews, and site activity to create the most relevant “Glam Bags” possible for their clients.
The quiz is a great tool to help ipsy tailor the types of products that they’ll eventually send their users.
These three companies all gather consumer information to different extents. While the information helps brands to understand consumer wants and needs, it also helps them to provide the best customer experience possible. It just goes to show that building consumer profiles can be done in a variety of ways.