Insert Customer Names Into Purchases
Framing
Insert Customer Names Into Purchases
Customers prefer order tracking by name (vs. number).
How should you track orders?
For example:
- Starbucks tracks by name
- Costco tracks by order number
Generally, customers prefer name tracking (Lim et al., 2024).
Why It Works
- Relationship feels personal
- Positive emotions from names can transfer to the product.
- Products feel more valuable when we own them (e.g., endowment effect).
How to Apply
- Address Customers By Name. Emails from GoDaddy address the Customer ID.
- Insert Names in Ecommerce. Try naming the customer's basket.
Caveats
- Privacy. Use number tracking with privacy concerns.
- Failure Contexts. In a mock restaurant, slow service was tolerated in a private room called Room 212 (vs. no name or Kitamoto). Participants also tolerated an overcooked steak at Table 218, compared to an unmarked table (Song et al., 2022).
- Lim, S., van Osselaer, S. M., Goodman, J. K., Fuchs, C., & Schreier, M. (2024). The Starbucks effect: When name-based order identification increases customers' store preference and service satisfaction. Journal of Retailing.
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