The data collection challenge for beverage brands
In today's data-driven landscape, beverage brands are surrounded by a wealth of information, from consumer preferences to sales figures. Yet, effectively using this data presents significant challenges. Unifying data from diverse sources, like marketing campaigns and supply chains, and ensuring its accuracy can be a hurdle.
Furthermore, navigating the ever-changing landscape of consumer privacy regulations requires a nuanced approach to personalization that respects user data. Despite these complexities, data is the key to unlocking valuable insights.
By leveraging data analytics, beverage brands can optimize product offerings, target marketing campaigns with laser focus, and stay ahead of trends. In short, data empowers beverage brands to thrive in a competitive marketplace.
In this article, we’ll share how WisePass tackles 3 aspects of the data for beverage brands.
Where shall the data come from?
What we recommend at WisePass
At WisePass, we believe that it shall come exclusively from the user. By doing so it maintains a higher engagement quality.
What the industry faces as a risk
In some industries, the thought process was that purchasing email or phone number lists from 3rd parties would lead to a higher reach. The truth is you end up sending unsolicited messages by email, text message, or phone call.
That leads to poor engagement and affects your brand negatively in the long term. Instead of putting reach first, engagement should be put first instead.
That’s why, we believe that data shall come from users exclusively.
How should it be collected?
What we recommend at WisePass
The more system-driven, the better it is. At WisePass we collect data through our app. The user downloads the app, provides an email, and confirms the sign-up with the OTP we send to that email. We don’t do more than that.
What the industry faces as a risk
We usually recommend beverage brands to have a system in place. This ensures the user will be the only one entering the email.
Sometimes some information could be collected from the cashier in a retail store or a promotion girl but we don’t recommend it. If you let the possibility to have someone else enter some data, that can lead to low precision, quality, and intent type of data.
What’s the type of data collected?
What we recommend at WisePass
We ensure at WisePass to minimize the amount of data to reduce any operational risks. If we collect some information, we think carefully about the use case to justify its collection.
At WisePass, we used to ask for the first name, last name, email, date of birth, and gender of the user. We realized that we didn’t need and use all this information. We scrapped everything and now only ask for a valid email. This increased our conversion rate from 60% to 90%.
What the industry faces as a risk
One of the common mistakes is to harvest as much data as possible. It doesn’t help the brand to achieve its objective as it leads to a lower conversion rate. The less you ask from the user, the better.
One type of data we avoid to collect is payment info. If there’s a data breach, all our users are kept safe with their payment info as we don’t store any on our servers. Many times some brands stored user payment information and a data breach compromised it.
WisePass uses Stripe where users will put their 16 digits, CCV, and expiration date. WisePass doesn’t store such type of data and rely on a service provider that can handle the security of our users as they’re PCI compliant.
WisePass is even moving towards new payment methods like Apple Pay so users don’t need to type such data and need to confirm only the transaction. Again, the less you ask from the user, the better.
