Walked into Microcenter the other day. They asked if I would like my receipt emailed, printed or both. Did I really want to give Microcenter my email address, so I can get spammed? And what’s the value of the receipt in the first place. Mine sit in a shoe box on top of the refrigerator.
Retailers are desperate to tap your buying habits and sell you more stuff. While I’ve been carrying a Kroger Loyalty card for years, I’ve never once received a personalized email featuring products I usually purchase.
IDEA Strawberry pop-tarts sell before a Hurricane. Diapers and beer are a staple of Friday nights. Nacho cheese dip can be found on the chip aisle. These are examples of obvious relationships. But hidden inside the petabytes of receipt data are strong correlations between highly disparate products. These are products that the masses (crowd sourced) think go hand-in-hand, but perhaps you haven’t made the connection yet.
Today Kroger pitches the same sale on diapers to everyone, even single guys. Next up? If I buy Huggies, I will probably get a coupon for Pampers. But I already like Huggies. The real solution is to connect specific diaper sizes to other products in the store. One day, I may buy Huggies in a toddler size and get a coupon attached to my receipt for a family sized frozen lasagna. The key is not to give me deals on stuff I already buy or competitor products. It’s to lead me to purchase something I would have never considered I needed.