You know that sinking feeling when you glance at the
calendar and realize that yesterday’s date looks a little familiar, or you log
into Facebook and see a slew of messages on a friend’s page: “Happy Birthday!”
Life is hectic and sooner or later we’ve all forgotten
someone’s birthday. It’s a terrible feeling because we know it makes that
person feel unimportant. If it’s a coworker, you can repair the damage with a
free lunch. If it’s a spouse, it may be a more expensive proposition. But in
either case, we act quickly to emphasize how much we really care.
Now consider this: according to a survey
from retailer research agency Conlumino, a whopping 52 percent of Millennials
believe brands should remember their birthdays. It’s a surprising
data point from research on more than 3,000 adult online shoppers in the US and
We talk a lot in this space about the importance of personalization,
but birthdays? Really?
Here’s why I love this stat: we spend a lot of time thinking
about how much information a consumer might be willing to share and how we can
leverage that data to better position our products and services. But we don’t
think nearly enough about social and emotional impact of our work and how it
plays into loyalty and engagement.
The simple truth is that Millennials expect companies to
wish them a happy birthday. They’ve shared that information, along with their
likes and dislikes, wish lists, dream vacations and more. And if the point of
customer engagement is to form a sort of friendship, shouldn’t we remember
their birthdays along with purchase history and billing information? It only
Have you forgotten your customer’s birthdays? If so, what do
you plan to do about it?
Labels: conlumino, data point, facebook, millenials, personalization