In my meeting with our client, I discussed this scenario as an example of how we have to understand consumers in context. Consumers have different patterns of behavior depending on if they are buying for their son or daughter. Hypothetically the customer, (let’s call him Jason) buys lots of products from this retailer both in-store and online. His son is relatively easy to buy for, minimal returns or exchanges. He’s on three sports teams and is always in need of clothing or equipment. His daughter is another story, she is 14 and very challenging to buy for. As a teenage girl, she is very particular about style and fit. He told me she returns or exchanges most of what he buys for her. These patterns of behavior would be recognized and addressed if he had a regular salesperson he worked within a store. They would make appropriate recommendations and would guide Jason through the purchase and potentially the return or exchange process.
We know if he is browsing women’s jacket or men’s sneakers, these should inform the experience and the offers that are delivered. We have great data science skills at Tahzoo that can be leveraged to understand customers in context. When we think about helping our clients drive personalization it’s important to focus them on understanding their customers first rather than experimenting with A/B and multi-variant testing tools. If the goal is personalized experiences that are contextually relevant, we need to model the human to human interaction. Understanding someone first and providing appropriate responses second. Because of the availability of testing tools and how digital marketers are focused on creativity and content, it’s easy to understand why A/B testing is a dominant paradigm. However, at Tahzoo, we recognize that personalization begins with data and how we understand customers and patterns of behavior in context.
This line of reasoning helped differentiate Tahzoo versus the creative agencies who are focused on aesthetics and design. I look forward to sharing more about this opportunity as it develops.
Let’s go be great!
Brad