This is the fourth in Baynote’s ten-part series of cartoons by award-winning cartoonist Tom Fishburne, titled “Intent to Buy”. We’ve received some great feedback from you on our first three cartoons, so please continue to let us know what you think! To say thanks for your input, we’ll send you a print signed by Tom if you post a comment within one week (U.S. addresses only).
Let’s face it; we’ve all stuck a well-meaning foot in our mouth at one time or another. If we’re lucky, we’re able to smooth down those ruffled feathers and laugh off our blunder. But as our latest cartoon from Tom Fishburne illustrates, that perfectly normal human experience can be a fatal gaffe for retailers that fail to connect with, or even worse, insult the very customers they’re trying to win over by deploying email offers and personalization strategies based on past profiles, rather than current intent. When that happens, nobody’s laughing.
Retailers that rely too heavily on past purchases and customer profile data are essentially providing an online experience based on what the shopper has done in the past – not what they are doing in the moment. In this case, a woman might have purchased a dress for her pregnant sister as a gift, stocked up on deodorant for her teenage boys, and bought herself a guidebook on wine tasting. Not only do these profile-based email offers and recommendations run the risk of being irrelevant, they can outright alienate your customers. By prioritizing intent, you can ensure that you’re taking into account your shopper’s in the moment needs – all while not indirectly calling them a big, smelly idiot.