“My” Personalized Digital Services Are Growing

In the day’s of Mom and Pop shops retailers knew their customers, sales clerks sent invitations to events and called customer’s when items of interest came in. Technology is now enabling organizations to recapture that intimate experience as we are exiting the age of the big box store.

MyLowe’s was launched recently and according to AdAge it’s goal is to align to an updated brand positioning. The strategy appears to be to move from a home improvement goods company to a home services company. (In line with my thinking)

At the core of that offering will be the ability for consumers to easily access records of everything they’ve purchased at Lowe’s, including information such as owner’s manuals, warranties and extended protection plans. Consumers will also be able to personalize the application with dimensions of rooms in their homes and colors used in those rooms, for example. Eventually, there will be “envisioning” tools that allow consumers to virtually view various configurations of colors and flooring for their homes, as well as develop wish lists. MyLowe’s Landing Page

Another AdAge article highlights the following examples:

My Macy’s seeks to be more relevant to consumer’s by stocking shelves popular in their local market. They are also extending to marketing with recognition of local sports team wins or combining merchandising with marketing with things like their Star Beach Party program that pairs testing and pop-up events to lure college students. Here is how Macy’s CEO Terry Lundgren describes the My Macy’s strategy.

My Food Lion Sign-up

My Food Lion program enables customer’s to create a profile personalized with relevant specials and recipes.

The article says it’s “Worth noting: My Macy’s and My Food Lion are separate from those retailers’ loyalty programs, Macy’s Star Rewards and Food Lion’s MVP Card. The former focuses on understanding the customer and delivering desirable products and information, Ms. Reardon said. The latter is meant to reward customers for frequent shopping.”

Retailers are also getting smarter about the use of data:
PetSmart uses its database of email addresses to send out targeted emails with editorial content, as well as coupons.

Sears Holding has Shop Your Way rolled out in 2009 and had 50 million members, which is based on the idea of rewarding loyalty based on customer behavior. Members earn points for dollars spent and get perks like easy returns.

Macy’s sent out a mailing with upward of 30,000 different versions, using information gleaned from its database, the retailer varied the page count and the items promoted.

You can also read my white paper with my thoughts on how RFID loyalty cards may play a role in enhancing loyalty programs.