User Targetting Rocks

DVD play and Safeway's just got a massive thumbs up from me for awesome and timely user targetting that just set me thinking. I am a regular purchaser of DVD play dvd's for 99c. Directly after shopping I often go to one of their machines and I take a movie home I chose not to watch in the cinema. I then return it the next day when I pick up milk or dinner or whatever.

I haven't used the machines for a month or so due to being away, watching some stuff from google video and so on. I went into Safeway and bought my usual groceries and got a token that gave me a free movie rental. I used it immediately... took out the shooter (an awesome movie where Mark Wahlberg acts instead of just taking his shirt off). I loved the movie and have been reminded I love DVD play and will totally go back again for another movie next Sunday... GREAT JOB on user targetted advertising.

Now I guess this isn't internet targetting but I can totally think about how this could be amazingly well used by all manner of ecommerce websites when someone completes their checkout... the majority of the time I checkout I get no cross selling, upselling and certainly not targetted based on my past actions. So come on guys... pick it up. There are a lot of sites I use regularly who could do a better job :)

Comments

[Will]

In which case you'll be pleased to learn that the checkout on our site targets the cross sell in numberous ways. We cross sell balloons, drinks, teddy bears and chocolates.

Level 1: Specific product: eg red roses always gets an I love you balloon shown first (assuming it's in stock).
Level 2: Category: If you buy anything from the Birthday category, you get all the birthday balloons first.
Level 3: Price. If you buy product off the homepage with no hard links (per level 1), we show things depending on whether high, medium or low price range. Lower value flowres get shown a bottle of wine first. High value flowers get shown a bottle of champagne.

Failing all that, if there are no linkages, then you get shown the cross sell products in an order that we set. We set the order according to what we know sells best.

This may account for why c 50% of the items we sell are not actually flowers...we do our best to show pretty relevant cross sell items!

Waddayareckon?
:)