Challenge: New technology allows companies to track consumer’s every move. However, caution must be taken to ensure that tracking permission is gained before tracking commences.
In a new IBM study of more than 30,000 consumers it was found that consumers are willing to share their personal information if they feel they receive value in exchange;
This same sentiment has been confirmed in our Voice of Customer (VoC) research for Fortune brands regarding willingness to opt-in based on Reciprocity of Value expectations.
Today’s customers are multichannel. Therefore marketers have to follow their lead.
Macy’s PromoAlert program allows customers to opt-in to receive push marketing via email or text as well as through an Android or iPhone mobile app. Additionally the company allows customers to opt-in to receive information on specific events bridal registries and more.
Macy’s has also begun testing Shopkick, an iBeacon/BLE-based Bluetooth signal at its Herald Square, New York and Union Square, San Francisco stores. The app automatically welcomes shoppers as they enter a store and shows location-specific deals, discounts, recommendations and rewards. The app can also tie in at-home browsing to an in-store benefit–if a shopper “likes” a specific product in the app. The Shopkick technology ties into the retailer’s own app.
The company has established complete transparency in their opt-in mobile tracking technology. Macy’s offers details on their PromoAlert program on their web that allows customers to both sign-up or opt-out.