What better way to know about such characteristics than by analyzing each of your shoppers’ DNA? Many consumer tendencies, such as selecting a compromise rather than going for the extremes, have a strong genetic component. So do preferences for specific products, such as chocolate, mustard, hybrid cars, science fiction movies, and jazz. Expert analysis of the adenine, guanine, cytosine, and thymine bases in the DNA strand could end up saving time and energy for both the shopper and the marketer by allowing pinpoint identification of best fits.
DNA analysis also could be helpful when selling to family members. We might not even need to meet those others when our shopper says, “Can you help me select holiday gifts my children would enjoy?”
So how interested would your shoppers be in having their genetic testing information used by you?
The answer to that question, indicates a University of Gothenburg study is, “Not very.”
The researchers surveyed a sample of Swedish genealogy enthusiasts who had participated in DNA testing. Among the items on the survey were, “I am interested in having my personal information used by the genetic testing company for hyper-personalization of products and services,” and, “I am likely to provide my personal information to the genetic testing company to receive hyper-personalized recommendations of products and services.” On the five-point degree-of-agreement scale where a higher number indicates greater agreement, the mean average responses for the items were 1.75 and 1.67 respectively.
The researchers note that their sample was not selected randomly and consisted of people who had already shared their genetic information with the testing company. It would seem that among the general population, interest in sharing a DNA profile with a marketer would be even less.
Analysis of responses to other items on the survey indicated the reason for the reluctance is, not surprisingly, a concern about misuse of the information. This might refer to worries about data disclosure to others. It also might refer to fears the marketer would use the information to exploit a consumer’s weaknesses.
All this serves to remind us of the concerns our shoppers have about protection of their confidentiality. When it comes to personalizing, let’s gather the necessary information in ways which don’t jeopardize a relationship of trust.
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Attend to Genetic Influences in Selling
Image at top of post based on photo by Google DeepMind from Unsplash
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