The data application challenge for beverage brands
We’ll assume that you’ve read the previous article about data collection. If you haven’t, we’ll suggest you read this article about the challenges you may face first. If you haven’t read it yet, please click here.
After you’ve properly collected data from some users, the next step is to look at what you can do with the data you collected to build a comprehensive value proposition for the users.
Where do you go from there?
In this article, we’ll share how WisePass will share 3 aspects of the data application for beverage brands.
How do you use the data to reach your consumers?
What we do at WisePass
At WisePass, we start to introduce a concept where we give out to the users, full control on how they want to be reached by the brand. The way it works is simple, users can select the frequency they want to be reached so they can be in full control of what they receive.
Users can then tick a box and then be notified of the frequency they decide. It could be always, once a day, a week, a month, or simply never. This methodology follows again the engagement first principle. Instead of reaching users who don’t want to be reached, we let users decide so they can be in control and feel comfortable using WisePass.
What challenges beverage brands may face
The main issue after the data collection for a beverage brand is to properly use the data and achieve the desired outcome. Most of the beverage brands would use the email or the phone numbers by sending a text message or a newsletter. That doesn’t make sense as it would make user’s turned off and figure out a way to unsubscribe.
Using the data improperly leads to reach users that will receive an irrelevant message and lead to the end of the relationship between the beverage brand the users. Despite the fact that users may have shared their data with the beverage brand, the relationship shall be maintained by respecting the willingness of the user to receive a message from the users. That’s the main challenge.
Reaching users properly and letting them decide when they want to be reached is one of the main challenges.
How do you use the data to engage your consumers?
What we do at WisePass
At WisePass, we measure the engagement of the users through soft and hard signals. For us, the soft signals is when users will spend time reading, watching, or reacting to some content from the brand on our app. A hard signal for us is when the user will attend an event, redeem an item, or try a new product from the brand through our app.
Another strong signal we develop at WisePass is when the user redeems specifically an item from the brand versus another one repeatedly. It shows for WisePass that this specific user is deeply engaged with the brand.
What challenges beverage brands may face
For beverage brands, it’s usually hard to measure engagement when they don’t have a CRM in place. What we’ve discovered, was that the best a beverage brand could do was to measure the open and click rate from their email campaigns.
It’s a bit limited and it would be hard to connect these metrics to more meaningful ones. It’s usually better to be able to have a system where users can discover a product from the beverage brand, attend an event from the brand, enjoy a special promotion from the brand, and even get rewarded by the brand.
Measuring user engagement meaningfully and re-use the data to deepen the relationship with the user is the main challenge.
How do you use the data to promote and track a campaign?
What we do at WisePass
At WisePass, we can let beverage brands create a campaign to drive traffic and sales to on-trade premises. The way we use the data through the app is simple, we feature the campaign and let users interested head to the premises ( hotels, bars, restaurants, or clubs ).
By doing such things, we can look at the volume of redemptions from users across the premises in different cities. That’s possible because users are required to redeem the item through our app.
What challenges beverage brands may face
One of the main challenges for beverage brands is to capture the data from users joining the campaign. Especially when it comes to promotion, it’s difficult to know which user in their database came to a bar and redeemed the promotion.
After discussing with several beverage brands, digital transformation didn’t happen yet. It is quite complex to collect data from users and apply them properly to measure the business impact.
Collecting offline data points at scale from users in on-trade premises is one of the main challenges.
