When it comes to creating the perfect product for young consumers, savvy brands are increasingly embracing data. These brands are creating specific products and individualized experiences based on data acquired from customers’ online use, brick and mortar experience, surveys, and more.
Here are four brands we can all learn from when it comes to using data to give Millennials the products they want:
BuzzFeed Tasty Gets Spicy with McCormick.
Spice company McCormick and Internet media company BuzzFeed have joined forces to offer a line of seasonings targeted at Millennials. While this may seem like an odd combination, BuzzFeed Tasty (the brand’s popular cooking vertical) used data on what recipes and flavors are most popular on its platform to determine the spices and flavors young cooks are interested in. The result? Five new McCormick spices (also sold as a kit) called Fiery, Zesty, Savory, Jazzy, and Hearty. Direct-to-consumer sales will be measured to determine which spices are most popular with young buyers.
McDonald’s Goes Personal with Menus.
McDonald’s recent acquisition of Dynamic Yield – a technology company that personalizes customer experiences – shows just how much the fast-food restaurant is investing into data-driven information. On the menu: featured items (like McFlurries) based on variants like each restaurant’s location and weather and personalized suggestions based on what previous customers have ordered (for example, a sweet sundae to go with your salty fries).
Subway Adds Tastemade to the Mix.
Fast-food chain Subway is bulking up on data. The franchise (which is one of the fastest growing in the world) is teaming up with Tastemade – a video network that offers online food and travel related programming – to develop new menu items. For example, Subway’s new Green Goddess Tuna Melt was concocted by analyzing Tastemade’s posts to find ingredients Subway could try out in a tuna sandwich. The new sub tested in the top 20% of the past five years’ sub-creations.
Stitch Fix Plays with Data Science.
Online personal styling service Stitch Fix has embraced data to provide more personalized fashion choices to their clients. Their Tinder-style in-app game called Style Shuffle is played by more than 75% of their shoppers. The game, which lets users swipe right and left on apparel suggestions for them, was built by the brand’s manager of data science. Using data from the game, styles are mapped together via an algorithm. It is just one way Stitch Fix uses data science to put together boxes (called Fixes) of clothing that are tailored to consumers’ tastes.
I have established a long history of helping companies – like those highlighted above – use data science to effectively connect with consumers and elevate their brands. Whether you’re large or small, we are here to support your brand. For more information or to discuss millennial marketing strategies please reach out to me at dan@dannoyes.com or call me at (585)230-9565.
