Data capture is very vital for all types of businesses. let’s find out how Scribbler boosted their database and email list by 10x.
It was 1981, Margaret Thatcher has been in power for two excruciatingly long years already, Charles and Diana have just announced their engagement, Bucks Fizz has won the Eurovision Song contest and Scribbler has just been born!
There are 32 Scribbler stores across the UK that see thousands of customers every day, yet little customer information was gathered until the company partnered with ODICCI to create an offline-online campaign.
Previously, Scribbler used in-store sign-ups/forms requesting email addresses and information, which they had to manually type up themselves.
This was very time consuming and unengaging. So, how did Scribbler capture 10x more email addresses and increase their database by 50% in 4 months using ODICCI?
Scratch cards were distributed in-store along with receipts, if a participant scratched three pugs, they were a winner. To redeem their prize, winners went to the campaign micro-site and registered with their code from their card, and entered their email.
Scribbler is able to track all of the results from the campaign on the ODICCI dashboard in real-time and on a store-by-store basis.
Data capture is a vital element for all businesses. Below we display how data capture boosted our client The Entertainers engagement by 319%.
The Entertaineroriginates in Amersham, Buckinghamshire, and is the UK’s largest independent toy retailer.
The popular brand has 124 stores and has loads of transactions happening every day. the company partnered with ODICCI to create an engaging offline-online campaign.
Want to know how we did it?
Customers scratched the card and revealed a unique code, which they then registered online with, along with their details to see if they had won. The second type of card had a unique number and no scratch. Again, customers registered online with their code to see if they had won.
The campaign was created with the incentive for the participation of a £250 gift card. Two types of cards were made and distributed in-store – the first type was a scratch card with a unique number.
We found that the cards containing a scratch had a significantly higher redemption rate than those without, and believe this is because of the increased engagement of reveal marketing. Email addresses are automatically verified and full opt-in.
At the end of this process, we added a second chance to win a £50 gift card by asking customers to give their feedback and enter their Net Promoter Score (NPS). This leads to an amazing 300% increase in customer feedback, allowing The Entertainer to better understand their customers.
Objectives
Million of transactions every year and no effective data capture process in place
Implement a fun and non-intrusive offline data capture concept
Easily add new stores to the data capture
Report and analyse results in real-time
Solutions:
Integration of transactional data
Profile capture and email verification
Scratch cards to reveal
In-store distribution tracking of cards using barcodes
Weekly reporting to stores
Results:
Feedback / surveys increased by 270% during trial and 319% during global implementation
Captured email address; receipt number and favourite store.
Excellent engagement from stores in the data capture process
All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion.
Types of data
Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.
These three well known types of data are: > First-party data is any information that is collected through a direct relationship with a consumer. > Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business. > Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).
The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.
Another problem is data Privacy. Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.
Following these events Forrester introduced the term zero-party data defined as follows:
“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.” – Forrester
Why is zero-party data hot?
As competition grows marketers face increasing pressure to deliver personal experiences to engage.
Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent.
Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return.
Zero-party data is based on concepts of privacy and value.
Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.
Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation.
By taking the zero-party data path, marketers build direct relationships with consumers. As a result marketers better personalise marketing communications and product recommendations.
Value exchange
When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange.
To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …
Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.
For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology.
Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data.
For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.
With less than a year to go, on the 25th of May 2018, the General Data Protection Regulation (GDPR) will be enforced upon businesses collecting personal data. Failure to comply with the regulation could result in a huge fine of up to 20 million euros or 4% of annual turnover – whichever is highest. Ouch.
So, what exactly does GDPR mean?
GDPR means that businesses will have to integrate many changes. Some changes will be relatively small, like not using opt-out (pre-ticked) boxes to consent. Some changes will be larger, like giving the identity and contact details of the data controller, and in some cases, hiring a Data Protection Officer.
Some of the more general requirements of GDPR are to outline the purpose of the data collection, the legal grounds on which it operates, and specification of how long data will be held. The data collector must outline to the individual their right to erase or rectify their personal data and make clear to them their right to withdraw consent and to make a complaint.
Data controller: Decides how data is processed.
Data processor: Maintains records of personal data and processing activities.
The introduction of GDPR means that the top priorities for marketers should be: conduct impact assessments; give individuals more control of their data; and revision of data policies.
