Creating the optimal consumer experience is Business 101. CPG organizations, retailers, and now the 49ers of the NFL have joined the Big Data phenomenon. There is a fine line organizations must not cross when tracking their customers- you don’t want them to feel as though their privacy has been invaded- but when done correctly, a consumer’s average experience can be turned into a memorable one.
By bringing Big Data into the world of professional sports through a new engagement program, Faithful 49, the San Francisco 49ers are hoping to better understand their most loyal customers, their fans, through their paths of purchase.
Fans can now earn points and rewards when they interact with the team- for example checking out the website, following the team on Twitter, watching clips of the team or buying merchandise from the team or sponsors. Prizes and incentives are given to participants who rack up enough points.
The program is increasing sales, getting sponsors excited to advertise with the organization and collecting tons of consumer data that will give the team clear insights. Content predictions and purchasing processes are being understood like never before, due to the new data being collected.
Similar programs in the retail and CPG industry have been around for a few years and rely heavily on consumer engagement as well. Take the Just for U App from Safeway, for example, that selects coupons for you specifically based on your shopping habits, or the Cartwheel app from Target, that allows you to select coupons across every category you shop. These applications enhance the shoppers experience and provide a better value for the shopper in the store.
The 49ers are tapping into their customer base- their fans- to create a unique experience that just can’t be bought. Whether they are offering exclusive deals or limited offers, both parties win- the 49ers are creating a detailed demographic of their customer base and the fans are benefiting from having targeted content sent directly to them, almost the same way we see brands interact with their customer base through social media and mobile applications.
As technology advances, organizations will be able to create unique targeted experiences, just so long as their customers are willing to share their information.
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