If you’ve been paying any attention to digital marketing trends, then you already know that one of the next big things is the personalization of the user experience. Today, I was reading an article about a recent Adobe study about Millenials and cross-device experiences (definitely worth a read, BTW). One chart in particular really struck me:
I am guessing that most libraries collect birthday information when people sign up for a library card. Maybe I’m wrong about that. But if they don’t, maybe they should, since age is a personal facet many consumers seem reasonably comfortable about giving out. Once you have that information, why not use it in a way that benefits the patron and the library?
I work for libraries, I’m in libraries all the time and, even so, between my son and I, I’m pretty sure we’re contributing a significant portion to some of their budgets because of overdue fines (yeah, I know, get that stuff back on time, blah blah blah). I would absolutely love if one of those libraries knew me well enough to email me a coupon for a percentage or even a waiver of my fines on my birthday. Baskin Robbins sends me a coupon for a free scoop every year. Why can’t my library? Is this idea really that complicated?
Not only is this a win for the patron, but it’s a win for the library in good will and encourages an actual physical visit to the building.