How My Jewellery Used Zero-Party Data to Optimize the Customer Experience
By Carl Bleich
As consumers have become increasingly concerned about data protection, businesses everywhere are becoming cautious about data collection.
This has led to businesses getting creative with data collection methods while respecting the privacy of consumers. It has also led to the rise of zero-party data.
What is zero-party data? Data that the customer intentionally and proactively shares with a company. Unlike other forms of data, it involves information that is freely given to a company by a customer. It protects businesses from potential General Data Protection Regulation (GDPR) complaints and gives peace of mind to customers as well.
My Jewellery, a clothing and jewelry retailer based in The Netherlands, is an industry leader in the zero-party data collection game. It has used Bloomreach Engagement to create an ingenious method for zero-party data collection that is both entertaining to its customer base and respectful to data privacy.
The Style Profile Test
The “style profile test” has upgraded customer personalization, increased customer service, and curbed the need for risk taking in data collection for My Jewellery.
What is the style profile test? A game that optimizes the customer experience without invading privacy simply by letting customers decide whether or not they like an item shown to them.
My Jewellery’s items are shown sequentially and the customer makes a decision on each item presented. Customers simply click either the heart or the X to signify whether or not the item being shown is of value to them or not.
After a decision on each product shown is made, My Jewellery is able to offer customers a personal style profile filled with items that each individual customer will like based on communicated preferences.
After a customer provides an email address, the results of the test are calculated and the customer is provided with a personalized style profile.
The response has been quite enthusiastic amongst My Jewellery’s loyal customer base.
Not only is the test useful in terms of data collection for the company, it is fun for the consumer to make decisions about the company’s top products. Customers have also commented that it makes product decision making easier.
Bloomreach Turns Data into Revenue
Bloomreach Engagement uses thte data that was collected from the customer (as well as other behavioral data) to personalize on-site recommendations, email campaigns, and Facebook ads. This ensures a more personalized e-commerce experience thanks mostly to zero-party data.
The style profile test is the ideal way to help online customers find perfect elements for their wardrobe. It is also used by My Jewellery’s purchasing department to know how to best decide on quantities of items to purchase.
“Bloomreach allows us to obtain a 360-degree view of our customers,” said Frederique van den Boogaart, CRO Team Lead for My Jewellery. “As it is a customer-centric tool, we can easily collect and store customers’ information (GDPR-proof of course!) . This allows us to personalize our marketing campaigns and apply more targeted marketing in an easy manner. Thanks to Bloomreach, we can now offer a personalized experience across all touchpoints.”
Statistics have shown the style profile test to be profitable as well. For emails that were personalized with style profile data, the open rate was around 20 percent higher than a typical email campaign. This shows the value of going the extra mile with creativity in data collection methods.
Find Your Zero-Party Data Victory
My Jewellery’s success with zero-party data was no accident.
The company thought outside the box with data collection and used Bloomreach to create the marketing automation pieces of the corresponding campaigns. The creativity paid off with increased customer satisfaction and heightened email open rates.
Making your customers happy is the name of the game these days. My Jewellery executed this perfectly with the style profile test.
How can your company take a page out of My Jewellery’s book and begin using zero-party data to its advantage? Learn more about how Bloomreach can take your business to new heights by scheduling a personalized demo today.