UberEats is launching a new digital campaign with a daring bias by communicating the analysis of its big data. In the form of an infographic, UberEats gently makes fun of the incongruous orders placed by its users. Is this a first step towards a mass personalization campaign?
This campaign plays the proximity card through a humorous tone and an almost personalized message “to you who ordered two Greek onion supplements on Valentine’s Day evening”. Is this a first step towards a mass personalization campaign? A fantasy shared by many marketers! Indeed, consumer knowledge and big data make it possible to strengthen the experience of a digital consumer, active in their consumption and seeking personalization.
With this brand campaign, UberEats is clearly trying to work on its sympathy and brand values in a very undifferentiated competitive environment.
However, we can wonder about the risk the brand is taking. Will its users adhere to this strategy or will they reject uninhibited use of their data?
This topic may raise some questions. Are consumers ready today to accept the use of their data? To find answers, we conducted an online study with 500 consumers in France. Our results show a paradoxical consumer tension:
But how to relieve this tension? Through education! Brands must today educate consumers on the relevance of having more personalized content and clearly communicate their data exploitation policy.
Are these results also true among young Millennials? Should an education strategy also concern this target of digital natives? Well it’s surprising, but yes!
Although young Millennials aged 18 to 24 are more inclined than their elders to share their data to benefit from good deals tailored to their needs, only 8% say this.
Personalized campaigns are not the future of marketing but the present. However, if brands do not want to damage their Equity, the sinequanone condition remains customer centrality, particularly through the agreement of their consumers.