“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter marketer. Hopefully, they’ll help you, too.
From Insight to Action – Jiffy Lube recently executed a deep analysis of its stores’ Net Promoter Scores (NPS) to learn how customers’ likelihood to recommend Jiffy Lube to others is impacting sales. The team used text analysis and was able to tie NPSs to purchase behavior. Now, those findings are being used to evaluate Jiffy Lube’s overall customer-satisfaction program.
Key Takeaway: This is a good example of a brand looking at data and then actually digging into that data to unlock its true value. A metric is a symptom of larger behavior. Jiffy Lube looked into the behavior behind the NPS numbers for real business insight.
Infusing Integrity – Fortune chronicles the Detroit-based watchmaker Shinola and how Swiss timepiece maker RONDA is building a new brand in America’s one-time manufacturing powerhouse. They’ve made decisions with the idea of infusing the brand with integrity.
Key Takeaway: Shinola has built consumer attachment into Shinola from the beginning. The brand stands for something, and you’re communicating something about yourself when you wear a Shinola watch. All of this is by design.
Your Store is Watching You - The New York Times revealed what many people likely already assumed—retailers are tracking shoppers within their brick-and-mortar locations. The technology tracks people using a combination of their own cell phones, video surveillance and facial tracking. The piece points out that sites like Amazon are already tracking shoppers online. Now, the tracking is moving offline as well.
Key Takeaway: Privacy is bound to be a front-and-center concern in the near future. People will soon become more aware of how their data is collected and used. Businesses should consider if they’re doing things people wouldn’t be comfortable with. A business may be well within its rights, but that won’t matter to upset consumers.