“We Must Treat Data As A Precious Gift”, Says Woolies Exec

“We Must Treat Data As A Precious Gift”, Says Woolies Exec
SHARE
THIS



Sure, data-driven marketing is the future, but according to a Woolworths executive, it is most powerful when used for good, and for good only.

Ingrid Maes is the director of loyalty, data and direct media at Woolworths, and at the ADMA Data Day, she blew the audience’s minds with the way Woolworths uses artificial intelligence (AI) for marketing purposes.

There’s no doubt that AI is a drastic change for the industry – personalised videos are a far cry from the days of flyers and door-knocking.

But this technological change hasn’t exactly crept up on us, and Maes argued that change is always around the corner.

In the case of AI, other cultures are struggling more than others.

“People in Western countries are struggling more than most because of our attachment to humanistic ideas such as personal privacy,” Maes said.

And the best way to ease peoples minds in the face of change is to help them understand it.

“We must help customers understand the considerable benefits they can get from a data-driven, personalised experience. Artificial intelligence allows us to harness our customers data to give them what they want, when they want it, where they want it – and at a price they’re willing to pay for it,” Maes continued.

There are 10.5 million customers in the Woolworths Rewards program, and the team can reach them all in a personalised way (that’s eight per cent of Aussie households, BTW). But Maes stressed the importance of using customers’ data only for their benefit.

“We must treat data as a precious gift, and only ever use it for the benefit of our customers, to make their experiences dealing with us as personalised as possible. This will determine which businesses survive, and thrive, in the future,” she said.

That’s probably why Woolworths has become one of the most successful Aussie grocery companies since opening its doors in 1924.

“We have built one of the most advanced algorithms in the world, and we use it to send our customers a weekly catalog of hyper-personalised offers,” Maes reiterated.

This (and the Woolworths Rewards program) is based on what customers have bought in the past and what they’re likely to buy in the future – using their data to figure all this out, of course.

Woolworths also use customer data and its rewards program for suppliers to reward their loyal shoppers, or to launch a new product that a particular customer is more likely to want to buy.

And when it comes to marketing and launching new products, Maes said new products sandwiched between familiar products or brands are more likely to be bought and tried by consumers.

It’s also easier to launch a product within a brand that’s already successful, because the brand itself is well-known, which creates a self-marketing effect.

Woolworths uses this method to market new products to it’s rewards members by including it with a customers favourite products in an email. Smart, right? Maes thinks so too.

“I’m confident that we are operating the most sophisticated personalisation strategy in Australian retail, but there is so much more potential in the data revolution,” she said.

“In its intelligent and respectful application we create organisations that are 100 per cent responsive to the people they serve. This means better products, and better services.”

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine