No customer wants to feel like just another name on a long list, forgotten and lost amid the vast computer systems of a business or organization. A Safeway grocery store in Denver has taken note of this, and has started a system that will cater to the individual shopping needs of its consumers.
The shopping data that Safeway maintains on its customers, through its loyalty card program, will determine the buying history of each individual, and determine prices of different products accordingly. For example, if a customer has a tendency to buy from a certain brand, but not necessarily a certain product, the store will offer that customer a lower price on a new item through that brand.
"If our consumer information is right, personalization is really a consumer desire right now, not so much a consumer fear," Michael Minasi, president for marketing at Safeway, told the New York Times.
According to the news source, Safeway added in the personalized program this last summer and said that in the future it might add the feature of adjusting prices based on spending habits, and not just create individual offers.
While some customers might have privacy concerns with the new system, most retailers feel that the trade off will be acceptable if it means they can get a better price for the desired product.
Some companies – airlines, hotels and rental cars – have already been instituting similar policies for years, but their variable prices tend to be based on capacity and timing, or are just given to groups, such as seniors or frequent fliers.
By pairing with an award-winning answering service, a business will be able to offer its consumers that customized experience. Through phone, email or text messaging, individuals will always be put in contact with a live person, trained to work through any issues in a courteous and understanding manner.