Customer loyalty programs are hardly anything novel, and many rely on information you willingly share to mine data about your browsing and shopping habits to then refine your customer experience. What is new, then?
McDonald’s is jumping into the fray.
According to reporting by Samantha Bomkamp at the Chicago Tribune, a nationwide mobile ordering system will be in place by the end of the year at the fast-food giant which aims to customize your dining experience based on your choices. Faced with a continued pattern of declining customer traffic, this represents a large investment of both time and attention towards becoming competitive in digital innovation.
The plan is for McDonald’s to use the information to create a custom experience for diners, with the app providing personalized suggestions and coupons based on your previous ordering history.
They’ve had a smartphone app for the past few years, but there’s been no personalization involved, nor has it provided what they’ve been testing in international markets for some time: the ability to both order and pay through the app.
Not just for giggles
The ability to both order and pay through the app isn’t just a nicety. Their research has found that per customer sales have risen by an average of 35 percent in Japan.
Silvia Lagnado, McDonald’s Global Chief Marketing Officer, stated to the Chicago Tribune that customers return more frequently based on the ease of ordering through the app, and when customers take the app’s recommendations on adding other items to their order, those items are saved and then suggested to the customer on their next visit, driving spending higher.
In Singapore, a recently completed trial had McDonald’s using the app to use Google ads in places with lighter customer traffic, in an attempt to drive both in store sales and delivery orders.
Mostly unchartered waters
David Pierpont, an executive vice president at marketing firm Ansira, speaking to the Chicago Tribune, said that the ability to quickly and appropriately use data to improve the customer experience is largely unexplored territory with huge benefits.
“Consumers are willing to share data if the benefits are right,” he said. “I think you’re going to see more and more. [Millenials] say they don’t want to give everything away, but they’re on Facebook, they’re on Google…”
Measuring the difference
To track the impact of their digital efforts, McDonald’s is working with a new ad agency, We Are Unlimited, a spinoff of Omnicom, which recently won all of the national advertising business for the fast-food giant.
As a part of that work, they’re partnering with Facebook to track the effectiveness of their ad spend.
They can do that by taking Facebook’s location-tracking information and translating that to time it takes from when a customer sees a McDonald’s ad on Facebook and then walks into a restaurant. With approximately 90 percent of Facebook users utilizing location tracking services, this allows McDonald’s to have a relatively wide swath of data on the buying habits of potential customers.
Not without faults
Sometimes those buying habits are counter-intuitive. As we reported before, Starbucks had fantastic response to the unveiling of its app, which also allowed customers to place and pay for orders before ever entering the stores.
That convenience, however, also led to a reduction in impulse purchases, and thus revenue, leaving the coffee giant scratching its collective head.
When it comes to the bottom line, how much innovation and convenience can one reasonably afford?
Two birds, one stone
Some have posited that McDonald’s is really attempting to solve two problems at once with the roll out of the app: increasing store traffic and revenue and potentially using that data to decrease expenditures, such as labor costs. While McDonald’s is not publicly focusing on other avenues of use for granular data centered around customer purchasing habits, it does stand to reason that data analysis might also highlight menu items that are less popular, and can therefore be eliminated, or identify times that fewer staff simply aren’t needed, no matter the offers made, this eliminating jobs or hours worked for employees.
Brian Nienhaus, CEO of We Are Unlimited, is placing the agency’s focus squarely on improving customer experience for the present, however.
“What does the modern customer want?”, said Nienhaus, speaking to the Chicago Tribune. “They want to use technology to enable their convenience. They want to be able to pay with it. All those things that are going on, I think we’re just tapping into them.”
Get 8X more replies to cold emails with this affordable AI tool
(MARKETING) Cold emails are a pain in the arse – time consumption alone is a reason to let AI take over and do it for you in a personalized way!
We’ll say it: Emailing sucks, and cold emails are the epitome of misery, especially when you’re the one sending them. As unfortunate as this industry norm is, cold-emailing potential clients is a necessary evil – one that, according to SmartWriter, doesn’t have to be as arduous as one might think.
SmartWriter is a tool that automates “your entire outreach process” to take the cold email burden off of your sales team (or, if you’re a freelancer, off of yourself). This is accomplished through AI-driven writing, with leads (and the information needed to land them) being generated from email contacts, LinkedIn, and other possible links.
The thing that makes SmartWriter different from competitors, it claims, is its ability to take into account personalization attributes that are more likely to contribute to paying leads when curating its copy.
The SmartWriter process starts with selecting a type of copy to automate, with selections ranging from Instagram comments to the aforementioned cold email campaigns. Once you’ve selected a style of copy and custom options (the Instagram comment, for example, allows you to determine the type of request you want to make), you provide a sample of the writing you want to incorporate into your copy (e.g., a blog post or a LinkedIn profile link).
SmartWriter does everything else – analysis, creation of copy, implementation of custom requests and links – and then provides you with several templates. In the case of the cold email option, you can send your preferred template right from within the SmartWriter interface.
It’s a convenient response to a process that is anything but, which makes it perfect for freelancers looking to maximize their time.
SmartWriter has several different subscription options, all of which come with a free trial (with no mandatory credit card entry to boot). The cheapest option (and the one probably most effective for a small team) clocks in at just under $60 per month.
If you’re somebody who spends hours researching and curating emails to little (or no) avail, that’s a bargain price, especially when considering how much time you’ll save on the back end.
AI composition software has come a long way in the last few years, so it’s no surprise that the cold-emailing process has gone the automation route. Even if you’re one of the three people alive who doesn’t mind writing cold email templates, you still owe it to yourself (and your team) to take a closer look at SmartWriter.
Infinity Maps is the most mind-blowing visual workspace ever
(TECHNOLOGY) Infinity Maps is bringing together whiteboarding, diagramming, and real-time collaboration all in one neat tool.
Digital tools should be effective and efficient. They should help you plan, create, and manage your projects so your team can build solutions to your overall goals. While many tools say they are the all-in-one tool solution, this is a pretty bold statement to make. Each company is different, and one size doesn’t necessarily fit all.
However, there comes a time when such a tool comes slightly close to filling that spot. Infinity Maps seeks to do this by marrying some of the best qualities of different tools and adding its spice to the mix.
What does Infinity Maps offer?
The web application is partially an online whiteboard tool. In your workspace, called Canvas, you create your content by using cards. In these cards, you can add text, images, and files. Cards can be nested indefinitely creating hierarchies while still maintaining a “clear and concise” structure. You can do this by simply dragging a card into another card.
To visualize how each card correlates to one another, you have the option to link cards with arrows. These arrows are further organized by changing the color of each one or changing the color of the card itself.
Infinity Maps lets your team collaborate in real-time. To work together, you can invite users to your map. When you share your workspace, you assign people different roles so they have the correct permissions to read or write on your map. Like Google’s web tools, you can see who is using the map because each username will show up next to their cursor and be assigned a different color.
Navigating through Infinity Maps is easy and works just like Google Maps. By double-clicking, you are taken directly to the card you selected. You can also scroll up and down and use the trackpad to zoom in and out of your map. This feature is super helpful when you have hundreds of cards on your map.
Why Infinity Maps?
The company says Infinity Maps is a “revolutionary new product that allows you to organize vast amounts of information visually & spatially”. It is a combination of Miro, Notion, and Google Maps all into one.
“What are we doing differently?” asks Infinity Maps CEO & Co-Founder Johannes Grenzemann. “With Infinity Maps, we are building a knowledge management system that allows you to create vast, huge knowledge bases [that] depict high complexity and depth while staying mind friendly because it’s a visual approach,” Grenzemann said.
Overall, Infinity Maps is a neat knowledge tool. It can be used in several ways, from students trying to organize their thesis to startups managing their product launches.
If you’re interested in checking them out to see if they are indeed the all-in-one tool solution, you can sign up to start mapping. A free account gives you access to 3 maps, up to 150 cards per map, and 50MB of cloud space. If you need more space to map out your ideas, you can unlock additional cards by inviting a friend or purchasing cards. Pro, unlimited, and team subscriptions plans are also available for purchase.
China cracks down on user data collection, allegedly cares about privacy
(TECH) Either China’s government just grew a conscience, or they’re trying to compete on a global stage. Either way, they’re implementing new laws.
In an uncharacteristic looking move for end-user privacy and choice, China has passed sweeping new legislation entitled the Personal Information Protection Law. It’s set to take effect on November 1, 2021, and includes provisions governing consent in user data collection of tech applications and specifies how companies can use that data, especially if that data is to be transferred out of China.
This is the second of two pieces of legislation to emerge this year as China takes a hard look at their cyberspace and try their hand at oversight.
The Data Security law, which came into effect on Sept. 1, set classification frameworks for data based on “its economic value and relevance to China’s national security” as cited in Reuters.
According to experts, both laws will require companies to reevaluate how they collect and store data on a massive scale. As regulations continue to develop rapidly during China’s re-examination of their tech industry, companies are scrambling to meet the stringent new requirements and adjust their infrastructure for compliance at a break-neck pace.
- The Personal Information Protection Law similar in design to Europe’s General Data Protection Regulation
- China’s top cyberspace regulator, Cyberspace Administration of China (CAC), issued an investigation into Didi Global Inc, their version of Uber, with accusations of user privacy violations
- An extensive set of rules targeting business practices that undermine fair competition, such as cultivating reviews, were implemented by China’s State Administration for Market Regulation (SAMR)
- 43 apps were accused of illegally transferring user data and called out by the Ministry of Industry and Information Technology and required to make “rectifications”
Similar cyberspace scrutiny is happening in the US regarding monopolies held by some of the biggest players in tech like Google, Facebook, and Amazon but is moving very slowly through the legislative process.
In terms of how this impacts Americans, TikTok is currently one of the single most downloaded apps in the US and owned by Beijing-based company ByteDance. According to The Sun, ByteDance is now the most valuable startup in the world with an estimated value of 1 billion USD.
Many doubt that China actually cares about privacy, but some believe that keeping up the appearance of playing by modern corporate rules benefits their government as they seek global dominance.
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