The Wall Street Journal (subscription required), in the article , On Orbitz, Mac Users Steered to Pricier Hotels, observes that Orbitz is now providing more expensive hotel and travel options to Mac users than they are to PC shoppers.
“Orbitz Worldwide Inc. has found that people who use Apple Inc.’s Mac computers spend as much as 30% more a night on hotels, so the online travel agency is starting to show them different, and sometimes costlier, travel options than Windows visitors see.
The Orbitz effort, which is in its early stages, demonstrates how tracking people’s online activities can use even seemingly innocuous information—in this case, the fact that customers are visiting Orbitz.com from a Mac—to start predicting their tastes and spending habits.”
It’s not really surprising that people who spend 75% more on their computers also spend 30% more on travel. What is interesting is that Orbitz is using the data from their consumers and providing customized options that will be more appealing.
A few years ago, Best Buy changed their marketing program and store layout to be more engaging with the consumers that spent the most. The result? Best Buy is still in business and Circuit City isn’t.
There are some who protest using data to target consumers in this way. However, utilizing consumer insights to create a customized online experience is exactly what will build your brand. Your consumers will become brand advocates when they feel more connected to your business.
Do you review your website analytic reports? Do you know who is on your website and where they are coming from? The more consumer insight you have, the more appealing you become. Use the data to connect better to the consumers that spend more with you.