Harnessing Customer Data Throughout Your Customer Journey
Join us for a captivating session featuring Lindsay Kolinsky, Director of Marketing at Okendo, as she explores the dynamic world of harnessing customer data throughout the customer journey. At Okendo, the focus is on zero-party data—demographic, behavioral, and personal preferences shared directly by customers. In this session, Lindsay will unveil the power of this 1:1 data in enhancing AI-driven customer interactions, making them more personal and human-like. Discover innovative methods for collecting zero-party data through reviews, quizzes, and surveys. Learn how this data empowers AI to make insightful assumptions and drive proactive, personalized responses, ultimately revolutionizing the customer experience. Join us to uncover the "why" behind customer choices and how AI can amplify the impact of zero-party data in your CX strategy.
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(upbeat music)
- Welcome back to our next session
with Lindsey Kalinski from O'Kendall.
Lindsey, how are you doing today?
- I'm great.
Thanks for having me.
I'm super excited to be here today.
- Cool. We're excited as well too.
So let's just go right into it.
Maybe before talking a little bit about O'Kendall,
just give us a little background about yourself.
So we have some bases of where you've been through.
- Yes.
So I am the director of marketing at O'Kendall right now.
And I've been in the commerce
for about five and a half years now.
And I've done everything from customer success,
working with $10 million brands and above,
and then shifted to marketing.
So one of the things that I love to say
is just like building that story for a brand
and helping kind of connect the dots across,
your whole tech stack and what you can do
and how you can emulate that to a customer.
- So as a reminder for the audience,
this is about customer data throughout the customer journey
and harnessing that data.
And so I thought this was the perfect fit
to bring in O'Kendall as well as Lindsey.
So before we again, get really into the weeks here, O'Kendall,
we were just talking about before.
I've heard of O'Kendall now for the last few years.
Again, I think, and I know that O'Kendall
is a nice up and coming B2B tech brand.
I think I think I saw around 8,000, 9,000 Shopify brand.
- Yeah, we're getting close to 9,000 now.
- Okay, that's awesome, congratulations.
So go ahead, give us a little backstory
of the O'Kendall journey so far
and then a little bit about what O'Kendall does.
- Yeah, so we are a customer marketing platform
primarily known for our review solutions for Shopify brands.
And within the last two years,
we've released new products.
So we have reviews, of course,
but then we released surveys, referrals and business.
And we're coming out with loyalty next year.
So our goal is to create and to mobilize
what we call super fans,
which is essentially your best customers.
How can you create those engaging experiences
that help drive customer loyalty and engagement with you?
But then also those experiences
that are gonna help them talk about your brand
and become your brand advocate
and help you acquire new customers at a lower rate
than all of the traditional advertising methods.
And we know with the privacy changes,
everything that's happening right now,
it's been really hard for brands
and expensive for brands to acquire new customers.
So basically, yeah, our goal is to create those super fans
for you and through all those products and those experiences
so that you can kind of rely on your self-war
and your customers and become a customer first company.
- So just to clarify on that
and kind of put you on the spot.
So it's like, I've always heard of the conversation
of you have customer acquisition versus customer retention,
who you're focused on, your platform
and kind of your message to your audience is like,
you would rather spend a little more time
and resources on your current customers
than new acquisitions.
Is that kind of the mission of O'Kendall a little bit?
Or do I have that right?
- Yes, but what I would say is it's less about acquisition
versus retention and more about using them together
to lower your acquisition costs.
So again, it's really about focusing on
even from the beginning of the journey, right?
So something like a quiz, like that's something
even if I'm a new customer, coming to your website,
engaging with you, being able to understand,
right away your preferences and what you want.
That's gonna start that long-term retention journey
and then it's how do I turn you
into that acquisition channel for me.
So it's really not a either or,
it's just a matter of using the resources
and sorry, not even the resource,
your customers as your marketing channel
and being able to keep going.
- I like that, that's a great response
'cause I've always heard one or the other.
I haven't heard the response of how do you do one.
I mean, it's a loop, right?
You're using that. - Exactly, it's a loop.
- Customers to build new customers
and then coming back to retain customers.
- Exactly. - Okay.
Okay, so let's talk about, actually,
you brought up quizzes.
So for some of the merchants and audience listening right now,
when they hear quizzes, I would be like,
what do you mean by that?
I just throw a quiz up on our website.
Like, can you give us a couple examples
of some of your customers using a Kindle
of how you can utilize a quiz
to obviously retain more customers and what that means.
- Yeah, so, you know, the biggest thing is quizzes
are an opportunity for you to educate your customers.
So again, it could be new customers
that have never been to your site
or old customers that are looking to buy again,
but really it helps drive customers to the right product
and get rid of some of that decision fatigue.
So again, you can go to a website,
I've heard about your brand, I've seen all your ads
and then I get to your site, say, I'm, you know,
a beauty brand, right?
And I'm like, well, what shade is right for me
or what color is great for, you know,
what foundation do I need for my dry skin
or something like that?
So really the idea of a quiz is to help guide the customer
to the right product for them.
So you can ask a series of questions,
it would be something again, just going with the makeup
example, like what blush shade is right for me.
And the questions might be like, you know,
a bunch of images that say like, well, which skin tone
do you think is yours correctly?
Like what, again, what type of skin do you have?
Are you allergic to anything?
You can get all of this data and ask.
And then at the end, based on that customer's specific answers,
you can recommend them, you know, the product.
And if you want to go further,
maybe recommend them a routine, right?
And then the best part about it is doing an ad to cart,
you know, right there.
So what we find with quizzes is people who engage with a quiz
convert much higher.
We've seen like 17, 20 up to 25% higher conversion rate
of people who engage with a quiz than people who don't.
And there's a few other kind of like back end benefits
to a quiz, you know, that's great for the customer, right?
Like they got their products, they bought it.
One, they're less likely to probably return that product,
right?
Because they went in and actually answered the questions
and you guided them to something that was right for them.
So that's going to, you know, ultimately,
if we're thinking customer experience,
this is a new customer, like that's a great way to again,
start that retention and loyalty early
by making sure they get the right product for them.
But on the back end as well,
you're collecting all that data about them.
So now I know this customer's skin tone, you know,
what they're allergic to, all this,
and I can continue to personalize and engage them
after that initial purchase.
Or even if they don't make the initial purchase, right?
Like I still have their email,
I still have all this information about them.
I can make that a personalized experience
with every communication I have.
And that could be, you know, something like an upsell.
I think it's like, kind of current,
I think is something that like,
your personalization is custom is really unique.
Like, you know, again, like how to do your makeup
for your skin?
Here's a tutorial because I know you bought this product
and here's how to make it work.
So there's so much you can do like just with that data
that you've got from a quiz to, you know,
either get that first customer to keep them low,
but to also continue building that relationship
later on.
- I just want to say that as a consumer right now,
when I've seen those quizzes,
I still think of that as brand new experiences
because like, I think you're used to getting on a site
and you go right into the shopping of it.
And to see the pop up, to see actually,
I know plenty of brands now that have like a link
on the top of their navigation now for that quiz.
It's something still new that like actually
is really enticing.
Would you agree with that?
- Oh, absolutely.
Like I said, I mean, the ROI on it is incredible
just because again, you're already engaging them
from the start, like you're taking some of that
all that decision fatigue and all that time
that they need to take of like looking at your website
and trying to figure out for themselves and being like,
okay, this is like what you told me.
They already did all the work to get to your site.
So now it's about making sure you're capturing them.
So yeah, absolutely.
I think like from both a brand perspective
and a customer perspective,
'cause like I said, like customers overwhelmed.
Like they don't know, there's so much on your PDP.
Like there's so much going on that if they can give you
those answers and you know, you are giving them that product,
like that for them is a great experience as well.
You know, they didn't have to get their own product
or search it.
- And as a marketer, right?
Like it's always the guessing game of like, okay,
why did they come to our site?
And it's like, well, why don't we just ask them?
And then you ask them in the form of a quiz.
So I'd like to just go a little deeper in the weeds
and more of the actual type of data.
So just for the audience that doesn't understand,
we are talking about zero-party data, first-party data,
third-party data, which is that,
and then can you give us a couple examples of each one?
So we have that education.
- Yeah, so zero-party data is data
that the customers voluntarily giving you.
So that's, you know, me as customer on your website,
again, when I'm answering a question,
I'm basically giving you all of that information about me.
So when you say, again, what's your skin type,
which picture resonates with you now,
I basically give a new permission.
I told you that data.
First party, again, is, you know,
data that you get about a customer through someone else.
And then it's kind of third is through an outsource,
you know, so it gets further and further away
from what the customer is actually giving you about themselves.
And the beauty about zero-party data is, you know,
it's kind of wider than, you know,
some of the other sources
'cause you're getting it right from them.
So you can get, you know, your face to demographic,
but again, maybe you can get that from someone else.
Like maybe you don't need that, you know,
privacy changes you might not be able to have that access
as easily as you do, but you can do things like preferences,
behaviors, you know, all these things.
One of our brands born primitive,
they're an athleisure brand.
And this actually isn't on the quiz side.
This is just kind of on the zero-party data side
'cause you can also collect them for reviews
and I can get to that a little bit later.
But they, you know, when you're using their yoga pants
or not yoga pants or, you know,
debris pants or workout pants,
they actually ask you like,
what workouts are you doing in these pants?
And then you can kind of find out like,
oh, I know that they like to do yoga now
or they like to run, they like to do all these things.
That's data that you're not really gonna get
without asking the customer.
And again, it's on a one-to-one basis.
So now I know like this specific customer likes X, Y, Z
versus again, if you were to aggregate that,
you might find like, oh, I bought this list of users
who are in this group that I'm gonna assume
they like running, but you're running it out directly
from the customer, what they like.
And I think again, there's a lot more trustworthy ways
to get that data from the customer
and they don't feel weird or cautious about it.
- Well, I was gonna ask you too about like,
even just if I'll throw out the word, the customer journey,
like there's probably a recommendation from Okendo
of what are the types of questions you asked someone
that just first lands on your website.
So the types of questions you're landing
for the fourth or fifth time
that someone lands on the website, is that correct?
- Yeah, I mean, I think the biggest thing is again,
it depends what experience you're using to talk that data.
So I talked a little bit about quizzes.
On the review side, you should go with the
become a customer activity.
So when you leave your review, you can ask,
you know, the questions and the beauty about a customer
attribute on a review and going back to that
for an informative example.
Like what type of yoga, how tall are you,
like all this information?
Because it's a review, that customer that's now leaving
the review probably looked at the attributes of customers
when they were purchasing the product.
So when you're, you know, asking them then to leave
the review and you're asking them the questions
about what you're height, what do you do all this?
They're not confused by it, right?
Because they saw the experience, they saw the data,
they used it to find people like them to see,
is this the right fit for me?
Same thing with the quiz, right?
They're getting something out of it in return.
Like they know you're using that information
to give them an output.
So, you know, they trust that.
You can also do surveys as well.
So one thing that we do at Okendo with surveys
is we do contextual targeting.
So we can kind of look at like your unified customer
profile in Okendo.
And if you already gave me the answer of your height
in a review, I don't need to ask that question
in a post purchase survey, right?
Like I can say I already have this in my opinion,
but I'm missing this, ask them that.
And again, with the survey, we also recommend, you know,
giving an incentive to complete the survey.
So doing all those things.
And I think in terms of like where you are in the journey
and what data to ask, again, it really depends on like
which experience you're using and why.
And remembering that the information you're asking
should be something that you need to know,
but it also needs to be relevant to the experience.
So like, you know, I've always used this like wild example.
I'm sure there's some scientific correlation somewhere
that's like, whoa, dog people tend to also love yoga.
And I might be tempted to ask like, well, do you like dogs?
But if I'm a leisure, like, and you're asking me that
on a review or on a survey or on a quiz,
I get like, why are you asking this?
Like, that seems so contextually irrelevant.
So again, just make sure it's, again, relevant,
but also think about like what we need to set our personal eyes
and to keep it like, like, sense.
And then of course, you know, the amount you're asking
at a single time just really depends on the experience.
If it's a quiz, you can probably get away with a few
additional questions, don't make it too long
or you're using conversion, whereas a review,
three to five max.
So again, just it varies, but it's just about like thinking
about each piece of that.
- That's great.
- It's relevant there.
- So then with the brains that you're working with today,
when they're collecting this data,
and for giving me, this is my ignorance about O'Kendell,
do they, are they putting this data and collecting it
and putting it into the O'Kendell platform?
Are they then sinking it into other platforms?
Like what's that experience, liking, kind of,
how does all of that prove?
- Yeah, so we have a unified customer profile.
So you can look at each, you know, customer on a one-to-one
level and see throughout all the different products,
again, like what data you've collected,
everything you've known, purchase history.
And we do have some integrations that also pull into O'Kendell,
but generally most of our customers are sinking that data out.
So we have integrations with Clavio,
integrations with attentive, working on some others
so that you can sync that data,
and especially really anywhere where you're going
to personalize or send those applications out.
It's almost like we're kind of that, again, powerhouse
that's helping you create those experiences
to like organically collect it,
and then being able to sync it to the places
where you're actually engaging
and communicating one-to-one with your customers.
- Well, actually, that's what I was gonna like talk to you
about really quick, because at the end of the day,
it's about that personalization and it's understanding,
well, what are all the touch points that we have already?
Like we brought up Clavio, we have emails going out,
maybe we have SMS messages going out.
I'll throw in the customer support angle,
like the agents that are talking to these customers, right?
So I assume that's what's like,
it has to be really important to think about of like,
it's not just collecting the data,
but it's making sure that that data is passed
to the right people when they're talking
and they're messaging those customers
that they understand more and more about these customers
so they can have those conversations, right?
- Yeah, 100%.
And I mean, going to like the CX
and the customer service side,
having that data as an agent,
and again, this is like,
if you're sitting here and someone's complaining,
like I didn't like this product or say again,
they left a bad review,
you can kind of stick to that to your CS team
and say like, hey, proactively reach out to this customer,
why did they leave the review?
Well, now you have the data and you look and you say,
well, they had curly hair,
but they brought a shampoo for street hair.
Like let me be proactive and say,
hey, I think that was the wrong product for you.
Let's try something else.
And having that data or even going back and saying,
like this person previously left a five-star review,
why are they unhappy now?
Like having all of that data about the customers
is just going to help your teams,
like be more proactive and solution-oriented.
- Right.
- As we can really understand the customer
in a deeper level and know, okay,
based on what they're telling me
and based on what this data that I know about them,
I think this is a solution that's going to be best.
And thinking long-term about that customer experience,
you know, things are going to go wrong.
You're not always going to have a perfect customer experience,
but if you're able to solution it with the degree
and the way that feels above and beyond
or more than normal because you have that data,
you can save that customer
and then continue to keep them on their journey
to become your grand advocate, right?
So it's like, it's important to have that at each touch point
to make sure like you're also not losing that customer
in that particular kind of kit.
- Yeah, I just kind of want to take a second
just to like clarify something
because as markers you and I are both,
I would say if you look back,
say just even like three, four years ago,
there's so much focus on the third party data
you were talking about, right?
So to understand your customer, your audience,
you have to go out to other partners
and then capture data, purchase data,
and bring that in and say, okay,
here's a little bit more
about what I should know about my customer.
But it's so interesting just like how fast the switch was
to, nope, like that's not the right way anymore.
The right way is to go one-to-one
with your current people that are visiting your website,
the people that you're interacting with daily,
to then learn and understand.
Like, it happened really fast, didn't it?
- Yeah, I mean, I think the world was forced to,
I think Apple and Facebook and Google,
they all changed their privacy.
I think, and again, going back to the idea
that when you're asking the customer directly
with these experiences that benefit them,
they're not sitting here being like,
why are you asking for this, right?
As long as you keep it relevant, they understand they trust it.
Whereas in the past, you know, you would get all these ads
and you're like, was my phone listening to me?
Like, how did you know I did this?
Like, this is weird.
And, you know, it was really consumers
that demanded more of that privacy in the tech partners,
you know, answer to them.
So I think, you know, as brands,
they were forced to because the means
that they were getting these data, you know,
they weren't allowed to get it anymore.
But I think at the end of the day,
again, like establishing that one-to-one relationship
with your customer allows you to not have to rely
on like those paid ads and those audiences and all that, right?
You can get it from them in a scalable way.
- Yeah.
- And again, you can still, even though it's one-to-one, right?
Like, you can still group your customers
because you have these all set up as like fields and properties,
you know, on the profiles as you sync it,
creating audience segments, right?
Like, I can now create an audience segment
that I know they all follow in this group
because they told me and send a similar message.
So it's still really scalable.
But again, it's just, I think the benefit here
is just going back to that idea of
by building that relationship with your customers,
getting them to be your best acquisition channel,
you can scale back on a lot of those other like
expensive paid methods.
I think at the end, that switch,
it's taken a lot to get here, but if brands do it right,
they're actually gonna be in a better place
to grow and succeed if they become more customer-led.
- Now, do you talk to brands that are trying to decipher,
like, here, let me take a step back.
I can see that someone kind of is like,
this is almost friction in the process.
Like, we need people just to go right to the shopping experience
and start browsing.
It's like, if you were to enter a physical retail store
and someone's right there as you walk in and say,
"Hold on, let me ask you a few questions about yourself."
And like, no, no, just let them browse.
Do you feel that?
Like, do some brands say, like, okay,
I think this is almost a blocker,
or does that not even come up at all
if you have that issue?
- I haven't heard it that much
because I think the biggest thing too is like,
you don't have to take the quiz.
I mean, there are some brands where like,
there's been a few--
- Required on.
- They're very specific that are kind of like,
we do a custom formula, think about a pros.
They're not no kind of customer, but right?
Like, they do a custom formula.
You have to do this like 100 question,
quiz with a fake and careless technology, right?
This is more of like three to 10 questions
to get you to that right product.
We recommend marketing it on your homepage.
Again, it's--
- Yep.
- Customers like it, but you don't have to.
So again, it's the same thing as a store experience, right?
Some people actually like that,
like, store associate coming to them being like,
"Can I help you?"
Like, let me walk together.
Some people just wanna do it on your own
and you give them that answer, right?
And again, that's why having multiple experiences
and multiple touch points and multiple attempts
to collect this data is the best way to go.
So like, we say at O'Kendall,
like all these products separately are great,
but where they really shine is when you use them all together.
'Cause you have, again, all those multiple touch points
are like, "If someone didn't engage here, great,
try 'em here.
If you have the data from them,
you know, from the review,
don't ask them in the survey, right?
So like, kind of having it be like small,
micro engagements where they also, again,
see the incentives, see the benefits, all of that.
But I haven't really heard a ton of, you know,
this isn't something we wanna offer
because we're scared it's gonna block, you know,
the fact that parents want us.
- That means you're doing the right thing.
And people are receptive to that.
They know that like, they have to like,
start educating, understanding, collecting that data.
So let's quickly kind of move past,
I would say the collecting of data before.
And then I know you talked about reviews a little bit.
Let's go after the purchase, after the customer's purchase,
now maybe we need for the products to come.
What should the brand start thinking about
of how they can utilize a Kendo,
or just like, what type of data can they collect
after the process that would help them?
- Yeah, so two point definitely reviews.
So like I said, that's the post purchase point where,
look, and you can just ask those same attributes
that are relevant to the product.
You can also tailor it, you know, by SKU.
So you might not wanna ask the same questions
if you're like a multi-line beauty brand again,
you know, for your moisturizer,
you might wanna ask different attributes
when they're leaving a review versus like a blush, right?
Like you can customize that and tailor that.
Because again, you also wanna think about this
as the data is great for you,
but it also reviews our customer facing as well,
and they help convert other customers.
So going back to that brand app,
it's an idea, right?
So thinking about, well, okay, what information
do new customers need to see?
And like what social proof do they need from past customers
and those experience to be able to find the right product
for them or make sure they feel confident in their purchase?
So that's one way.
And again, just thinking about the product line is important.
And then surveys.
So we're kind of also does surveys,
and we can do them throughout the customer experience
that are most popular use cases of post purchase survey.
And again, it really depends on what you're trying to do.
So we have a few use cases that aren't all necessarily
zero party data related, but can help, you know, NPS, right?
We can give that to the successor,
to the customer support teams.
How did you hear about us is a really important use case?
We're gonna be like zero party data about them,
but we'll help you make sure, you know,
if you are putting money into paid acquisition channels
that you know, first thing from them,
like to validate anything that you're seeing
in all of your measurement tools.
But then again, you can ask on those same questions
that you would ask in a review, can quiz, right?
So depending on your product,
you can just ask and with that contextual targeting,
then I mentioned you could say,
well, if I already collected NPS,
then ask them on their second purchase,
like this set of questions instead.
So pretty much it's the same data.
Again, just being strategic about what point in the journey,
they're at and what's relevant to them there,
but it's really kind of the same solution.
You can also do shareable link surveys too.
So we've seen that, we're like post purchase.
It's like, hey, we'd love to hear from you.
We want to improve our product.
We love feeling like we're giving feedback.
Like, you know, like I'm making a difference in this brand.
Like I'm telling them how I feel.
So that's a really great campaign that you can run
if you want like a larger set of data as well.
And giving an incentive for that too.
So, you know, being able to say like,
here's 15% off your next purchase.
If you answer all these questions,
we really want to hear from you.
And again, that also encourages them to come back,
make a second, third, fourth purchase.
So it really shouldn't be a great campaign.
In the US, it has to have a whole journey.
People's preferences change, you know, people, you know,
if you've been with the brand for a while,
like people are aging with brands,
if they're really truly loyal.
So being able to continuously ask those questions
is super important too.
- I'm gonna, I'm gonna ask one question that started,
as soon as we started talking about serial party data.
So based on the reviews,
my thought process is if you have a customer
and you're sending them away, let's say trust pilot,
as an example, to say,
"Hey, can you help me write a review on trust pilot?"
That, I guess, I mean, it's interesting.
That's probably not zero party data
because you don't own that data.
You own the customer, but not what they say.
So do you have any recommendations or thoughts or it?
At least the way to think about it,
where it's like, for the customer review,
should you own that review,
or is it better to push that review out to the third parties
because that's where people are looking?
Or like, how should the brand think about that?
- Yeah, I would go with own review,
especially if they purchase from your site,
defend them elsewhere.
Again, unless you have a significant amount of reviews
on your site and say like, Amazon is low
and you wanna pick up that channel,
maybe that's the point at which you would potentially
send them there, but generally it's like,
if they purchase from their site, you should own it.
With a Panda, we also sync with Walmart.com,
meta, Instagram, Facebook,
so that you can actually sync those star ratings
from a Panda. - Oh, interesting.
- Other things.
So we can also do that with Google Shopping as well.
So if anyone's searching, you can sync those star ratings
and the reviews so that you can use those reviews
across other channels.
- So does it look like they're just creating the review
on your website and then you can sync that
to any third party?
- Yeah, so it's definitely, obviously not every third party
in the world, but people are at least able to sync it
and it'll say like, came from a Kendo,
but you're able to use it.
So again, it's the same product.
So like from a customer perspective,
like they're not gonna look and be like,
this didn't come from,
Google didn't ask for this review.
No, it's reviews from the website that we're just putting
and syncing in a different place.
And that's really the power of like amplifying
those reviews, like taking the little bit,
even if you like are just starting out
and you only having a small being able to amplify it
and use it throughout your marketing activity,
again, you're just doing less kind of with more,
sorry, doing more with less
and being able to do that.
You know, and other things that we say too
is like sync your reviews in your email campaigns,
like abandoned cart email, just put the star rating there
of the product, like that's gonna get someone back up
or put the quotes and the snippets from those reviews
of real customers to remind them like,
hey, go back, like people love this product.
But again, again, in your ad copy and like creative
and some of the best creative we've seen from customers
that works super well is like 10,000 star reviews.
And then they swipe through what some of the reviews are
or they put that in there.
You know, those are super impactful.
So being able to put your reviews, you know, owning it
and then being able to use it
across the rest of your marketing channels.
Like I'm gonna-- - Kind of love it.
- I'd take the advantage of it if you can.
- And I think the last thing to mention on that is,
and this is only a tough mind
'cause I've had this conversation just a couple of days ago,
which is like celebrating your customers
and how important that is.
And you can't celebrate your customers
without knowing your customers
and you don't know your customers
without collecting the data.
And so I assume that there's probably plenty
of Ocendo customers that do that with the Ocendo platform.
Do I have a right of like collecting the data
and understanding a little bit more
so they can celebrate them down the way?
- Yeah, absolutely.
And I think that's like kind of our idea of super fans, right?
Like means all your best customers celebrate them,
make them feel special for saying, you know,
close to you.
And that's kind of why we're introducing loyalty next year
as well because that's really where like, you know,
you tie it all in together, right?
Like you're doing all these actions
or you're talking about us, like we want to reward you
and want you to like have that special treatment
and you know, tears and things like that
for everything you're doing for us.
And then, you know, social proof, like again,
I think social proof sells more than a PDP.
Like people are starting to get
concerned, you know, when like, not concerned,
but weary of like, oh, this brand has only five star reviews
or like this a really high quality image
on their PDP, great.
No, what's selling is real images of real people
using the product, even if like,
you're TikTok influencers too, like I have gotten sold
on like someone actually showing me like,
how to use it, low quality production.
So I think it's just this idea that people,
people want to see these things in real life now.
And they don't like the high quality anymore.
- That's great.
So let's end there.
I think again for the audience,
it's about collecting data, zero party data,
that you can own for yourself.
You so can know to do that and then figure out
all the different customer touch points
in order to utilize that data to create super fans.
Do I got that right?
- You got that perfect.
- Oh, perfect.
Well again, Lindsay, thank you so much for your time.
It was a pleasure talking with you.
- Yeah, thanks so much for having me.
- Got it.
- You'll collect that data.
- Thanks everyone.
- Thank you.
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