To: Frederick Smart who wrote (28185 ) 9/21/1999 2:24:00 PM From: ToySoldier Read Replies (1) | Respond to of 42771
OK - now that my personal stars are re-aligning as of today, I have had a chance to read my post on the "Consumer vs Vendor" post. I failed to mention a critical component of my opinions which makes my comments sound a bit too negative (i.e. the term of "war" and "Battle"). The ability and desire of the vendors to gather as much knowledge about us as consumers and our buying habits is not all a bad thing. If confronted with the question, most consumers would say that they would prefer a means of executing a transaction with a vendor that would leave no traces of their transaction in the Vendor's knowledgebase. In other words, they would rather that Vendors would not track, trace, and extract information from the consumer. The main two reasons for this general attitude is: 1) the consumer feels that another "big brother" is watching and that gives them a feeling of privacy invasion. 2) the majority of consumers have been "burned" by the results of this information being gathered - i.e. being put on a marketed consumer info database and receiving annoying marketing assaults from other vendors. These are valid reasons, BUT, one should not throw out the baby with the wash-water because there are also some extremely valuable benefits from the Vendors efforts to gather information about you as a consumer. Think of some of the benefits: 1) The more a vendor knows about you as a customer, the more the vendor can evolve its products and services to better meet your needs. By gathering, analyzing, and responding to its customers' habits, the vendor can identify products/services that are not of value, that are not proper advertised, that need improving, etc. 2) The more a vendor can gather and learn about smaller populations of its customer base (smallest customer unit is the actual individual customer) the more targeted the vendor can be in its marketing/advertising effort. Wouldn't it be nice if the only junk mail you got would be the junk mail you actually are interested in reading. (i.e. I love reading the ad-flyers from Future Shop, Radio Shack, The Brick. I quickly throw away flyers from grocery stores, women's clothing, etc.). The same would hold true in the electronic marketing world. I don't really mind seeing peripheral view ads on web sites that are about something I am actually interested in. 3) The argument would be brought up that some vendors track your smallest and most detailed habits in order to subconcsiously manipulate your buying decision. So what? If Walmart learned that by putting CDs on Isle 5 instead of Isle 4 makes me buy them more frequently - good for them. I am not one of a herd of cows that doesn't know why I am doing or buying something. I still am in control of choosing what I want to buy. In fact, the vendor might be more effectively showing me a product that I was looking for but didn't realize existed in the store. So, based on the fact that there is actual value for the consumer derived from the vendors ability to learn their customer's habits, needs, wants, desires; the bigger question is:"How can a product like Digital-Me allow the vendor to learn as much about me - the individual consumer - with out having the ability to abuse their powers with this information or use it in a ill-desired way (ie. selling the information as a product itself, using it to annoy me, etc.)?" One idea is might be that Digital-Me could provide an anonymous version of me that lets the vendors learn everything they want regarding my habits, but not about who the real me is (no real phone number or mailing address). This is a bit restrictive for the vendor but it does allow the vendor to understand how I shop and what I am interested in. It also lets them electronically market to me if and when I enter their electronic store-front. When the anonymous me walks into their web-site, they can custom-stock their electronic store shelves with items I would be interested in (i.e. put the skirts, blouses, barbie-dolls away if I were to walk into their store). Since many vendors have a desire to push information to me, then maybe in the future with the help of Digital-Me a solution could be devised whereby vendors could mail to a proxy address (ie. a form of a PO Box) or to a Proxy Phone Number. In fact, the vendors might be asked to pay a credit unit or point for the right to have access to these proxy contacts to the actual consumer - similar to Air Miles. The vendors would be able to send highly targeted marketing information to their consumer and the consumer would in effect be paid to be marketed to. These point - once enough has been accumulated - could be used like cash to purchase products and services to these same participating vendors. Example - if Radio Shack were a participating Digital-Me vendor and want to send mailing information to all customers that have shown an interest in Stereo Equipment. They would agree to paying each Digital-Me consumer in this specific community "50 Digital-Me Purchae Points" for the right to market to them. The Consumer would receive the mail from the vendor via a proxied mail slot, receive the 50 points into their accounts, and do with the information what they pleased. Later, the consumer could use the "digital-me purchase points" at Radio Shack or any other Digital-Me vendor. The concept of interest-group communities would become extremely valuable with solutions like this. Also, the information about us as consumers within Digital-Me would have to be collected, analyzed and catagorized by an internal engine within Digital-Me. In this way the vendor would simply query Digital-Me on the community characteristics it is looking for and the community would be built for this request. It could then be taken down just as easily. Some communities could be permanent and exist for other reasons (ie. the "red-neck gun buyers community" whereby the members wish to maintain a formal group with possble group-classed influences when approaching a vendor). Just a couple ideas in my head. I have a ton more, but first we need to get the basic Digital-Me product and service out the door from Novell. I am pretty sure based on what I know about the product that i would not initial be designed to do such stuff - BUT - it could easily be able to technically perform this "Consumer-Vendor" liaison role. Time to rest - I blabbed enough in this post. Toy