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For anyone selling a product, Route could be your new best friend

New marketing tool Route tracks website visitor behavior as a way of determining why a product is purchased or not. Smart!

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route to email marketing

What makes customers purchase?

One of the most important aspects of any industry is seeking to find out why customers behave the way that they do. What makes them interested? What makes them click “buy”?

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An abundance of research has gone into finding answers to these questions. But, as technology evolves, that research ultimately becomes dated.

Route automatically interacts with customers

The new technological tool, Route, is working to provide marketers with tailored information with how customers behave on their specific websites. Automated emails are then sent to customers based on that behavior.

Route explains the process by examining the website visitor in a series of steps. First, they are anonymous. After certain activity, they become identified. Finally, they become a customer after purchase.

Behavior tracked by triggers

So, for example, a person enters a website. Route then begins tracking that person’s behavior. After browsing, the person triggers an important event. Then, a form is filled out by said person to receive information about a product. This person then becomes Joe.

Joe’s behavior then triggers an automated campaign. He then receives an automated email with the subject line, “Introducing Our Startup Plan.”

Tailored emails sent to visitors

Two days after this initial email, Joe will receive another email with the subject line, “Features for the Startup Plan.” Inside the email is a “Product Features” link. If Joe clicks this link, it is then tracked by Route.

With this, Joe then becomes more interested in the product. He will then receive a third email from a seller with the subject line, “An Offer You Can’t Refuse” (read that without picturing Brando, I dare you).

From this email, Joe begins browsing the purchase page. However, he opts not to finish the checkout process. Route will then send the contact to Customer Relationship Management to be contacted later.

Finally, Joe is convinced that his initial interest was right and buys the product. Once the sale is complete, Joe will receive an email shortly after that will welcome him to your company.

Seal the deal, land the conversion

Route evaluates a person’s behavior on a website and tracks a loss of interest, or if a user goes to a competitor. This tool is ideal for a company that is beginning to market a product, as it examines why someone may or may not purchase it.

#Route

Staff Writer, Taylor Leddin is a publicist and freelance writer for a number of national outlets. She was featured on Thrive Global as a successful woman in journalism, and is the editor-in-chief of The Tidbit. Taylor resides in Chicago and has a Bachelor in Communication Studies from Illinois State University.

Business Marketing

How one employer beat an age discrimination lawsuit

(BUSINESS MARKETING) Age discrimination is a rare occurrence but still something to be battled. It’s good practice to keep your house in order to be on the right side.

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Jewel age discrimination

In January, the EEOC released its annual accounting for reports of discrimination in the previous year. Allegations of retaliation were the most frequently filed charge, which disability coming in second. Age discrimination cases accounted for 21.4% of filed charges. As we’ve reported before, not all age discrimination complaints rise to the level of illegal discrimination. In Cesario v. Jewel Food Stores, Inc., the federal court dismissed the claims of age discrimination, even though seven (7) plaintiffs made similar claims against the grocery store.

What Cesario v. Jewel Food Stores was about

In Cesario, all but one of the seven plaintiffs had spent years with Jewel Food building their careers. When Jewel went through some financial troubles, the plaintiffs allege that they began to “experience significant pressure at work… (and) were eventually forced out or terminated because of their age or disability.” Jewel Food requested summary judgment to dismiss the claims.

The seven plaintiffs made the same type of complaints. Beginning in 2014, store directors were under pressure to improve metrics and customer satisfaction. Cesario alleges that the Jewel district manager asked about his age. Another director alleges that younger store directors were transferred to stores with less difficulties. One plaintiff alleged that Jewel Food managers asked him about his retirement. The EEOC complaints began in late 2015. The plaintiffs retired or were fired and subsequently filed a lawsuit against their company.

Age discrimination is prohibited by the Age Discrimination in Employment Act of 1967, (ADEA). The ADEA prevents disparate treatment based on age for workers over 40 years old. However, plaintiffs who allege disparate treatment must establish that the adverse reactions wouldn’t have occurred but for age. Because none of the plaintiffs could specifically point to age as the only determination of their case, the court dismissed the case.

A word to wise businesses

Jewel Food was able to demonstrate their own actions in the case through careful documentation. Although there was no evidence that age played a factor in any discharge decision, Jewel Food could document their personnel decisions across the board. The plaintiffs also didn’t exhaust all administrative remedies. This led to the case being dropped.

Lesson learned – Make personnel decisions based on performance and evidence. Don’t use age as a factor. Keep documentation to support your decisions.

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Business Marketing

in 2021 the EU will enforce ‘right to repair’ for phones and tablets

(BUSINESS NEWS) The EU says NO to planned obsolescence by…letting you fix your own stuff? The right to repair has started to make headway again.

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Right to repair

Not to be a loyalist turncoat about it, but sometimes the European Union comes out with stuff that makes me want Texas to go back to being Mexico, and then back to being Spain.

The latest in sustainability news from across the pond is that in 2021, the Old World is saying no to Euro-trash, and insisting on implementing:

Right to repair laws
Higher sustainable materials quotas
Ease of transfer for replaced items (ie: letting you sell your old phone without the need for jailbreaking anything)
and Universal adaptors for things like phone chargers, and connection cables

Hallelujah!

Consumers worldwide have been feeling the pinch of realizing their (cough cough, mostly Apple brand) technology not only breaks easily, but either can’t be fixed afterwards, or requires costly branded repairs.

The phenomenon has given rise to rogue mobile repair shops, Reddit threads, and renegade fix-it philanthropists like Louis Rossman. And while they certainly HELP, the best thing for a problem is to cut it off proactively. Since companies were making too much money not picking up the slack, the EU’s decided to take the steps to force their hands.

I’m always on my soapbox, but I’ll stack another one on top for this: Planned obsolescence and the assumption that a company has any right to tell you you can’t repair, restore, revamp, or re-home your own possessions are obscene. And to be fair to Apple fans, it’s not just in tech—it’s in damn near everything that’s not meant to be EATEN. Literally.

I bought a STAPLER for a volunteer gig I had. A good, sturdy Staedtler one that I figured would serve the project and continue to stand me in good stead for a while. After a few dozen price tags attached to baggies, the stapler jammed, as staplers do. No worries, you find a knife and wedge out the stuck staple…except I couldn’t. Because the normal slot for that was covered by a metal plate literally welded in place so that I couldn’t perform a grade-school level fix on something I paid for less than 24 hours prior.

Rather than stand behind a product that’s supposed to last, companies, even down to simple office ware, have opted to tinker away to force consumers to trash their current products to buy newer ones. Which I did in the stapler case. A rusty second hand one that didn’t HAVE that retroactive BS ‘Let’s create a problem’ plate on it, meaning no company but the resale non-profit I was helping out in the first place got any more money from me.

Consumers are wising up, and fewer lawmakers are still stuck in the fog of the 90s and 2000s surrounding our everyday machinery. The gray areas are settling into solid black and white, and SMART smart-businesses here stateside will change their colors accordingly.

Now while we’re all still quarantined and hoping for these laws to wash up onto American shores…who has craft ideas for the five-dozen different chargers we all have?

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Business Marketing

Uber Eats waives delivery fees during COVID-19 quarantine

(BUSINESS MARKETING) Uber eats has decided to take a friendly helpful step forward while everyone seems to be quarantined, they have started to waive delivery fees!

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Uber eats

With everything canceled, including dining out for social distancing’s sake, food delivery service Uber Eats is waiving delivery fees in an effort to lessen the financial strain local restaurants are experiencing during the COVID-19 pandemic.

According to the company, Uber Eats has more than 100,000 independent local restaurants on its app. In addition to Uber Eats, Grubhub said it will waive commission fees up to $100 million for independent restaurants across the country.

“As more people stay home, local restaurants need your business more than ever. That’s why we’re waiving the Delivery Fee for all orders from every independent restaurant on Uber Eats—more than 100,000 local restaurants on the app,” the company said in a news release earlier this week.

To find the local independent restaurants on Uber Eats, just look for the EAT LOCAL banner. Delivery fees will automatically be waived, according to this story on Tech Crunch.

Uber Eats is also making it easier for locally run restaurants to get paid faster, offering daily payments rather than the normal weekly payouts, according to Endgadget. Also, the company is giving back saying it will provide 300,000 free meals to health care workers and first responders in the US and Canada.

Not only will waiving fees help restaurants and customers, it’s sound business for food delivery companies. Local restaurants drive roughly 80 percent of business on Grubhub.

“Independent restaurants are the lifeblood of our cities and feed our communities,” Grubhub Founder and CEO Matt Maloney said in a statement published on Endgadget. “They have been amazing long-term partners for us, and we wanted to help them in their time of need. Our business is their business — so this was an easy decision for us to make.”

To limit human interaction Uber Eats and other food delivery services, including Grubhub, Postmates, and Instacart, are encouraging users to select the no-contact delivery method. According to Uber Eats, as is the norm, once packed at the restaurant food items are not touched or opened.

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