Tag Archives: Tracking

How Can You Use Web and Mobile Tech to Bridge Different Worlds?

Interview with Jason Langheier, MD, MPH, Founder and CEO, Zipongo

Situation: The Internet and social media provide opportunities to bridge seemingly distinct worlds through common interests. For example, grocery chains that sell healthy foods and health insurance companies might be brought together through a common interest in healthy eating habits. How can you use web and mobile technology to bridge these two worlds?

Advice from Jason Langheier:

  • Interests and industries which are at first glance distinct can be brought together using the power of the Internet and social media. For example, Let’s Move and the Partnership for a Healthy America have nudged national food retailers and grocers to improve the health of their offerings in an effort to fight childhood obesity. Success here can benefit health insurers because obesity leads to increased healthcare costs through its link to diabetes and other complications. The potential of subsidies from health insurers to promote and generate healthy food choices is interesting to food retailers, but requires new incentive and recommendation systems.
  • We want to help people harness their motivation to build lasting new eating and activity routines. We do this through rewards based commerce, supported by social networks and gamification to help reach one’s health goals. We focus on choices that people make in daily living like grocery and restaurant choices and physical activities. We highlight alternatives, create simple recommendations, and make it easy to act on those recommendations. We encourage repetition of positive choices through a feedback loop which is tailored to the individual.
  • Commitments made within a social network are more likely to stick than promises to self. We leverage existing social media networks and offer incentives for referring friends. Friends help friends make better choices by encouraging them to read labels and buy healthier foods at the moment of purchase.
  • It is important to keep the user interface simple, especially at first. Many of the most successful applications initially present simple yes-no choices. From a tracking standpoint, this also minimizes variables and improves data measurement. Featuring high contrast action buttons on our site also helps prompt decisions.  There is a sweet spot on a commerce site between presenting an overwhelming array of options, and too few choices – which we assess through A-B testing.  By starting simply and building complexity slowly we build a baseline control scenario, then vary choices simply off the baseline to improve results.
  • The entrepreneur seeking to truly achieve a social mission must plan for both the short and long-term. In the short-term, it is critical to build milestones which will demonstrate financial feasibility and sustainability for potential investors. However a long-term perspective is also essential, particularly when one is interested in long term behavioral and economic impact.

You can contact Jason Langheier at j@zipongo.com

Key Words: Internet, Social Media, Food, Insurance, Health, Common, Interest, Software, Bridge, Entrepreneur, Partnership for a Healthy America, Incentive, Tracking, Reward, Commitment, Behavior, Change, Friend, Simple

How Does a B2B Company Learn B2C? Three Lessons

Interview with Ross Johnston, CEO, DiskCorp

Situation: A well-established B2B company is starting to work with B2C retailers. It is finding that both the internal and external perspectives of B2C companies are very different. How does a B2B company work differently with B2C companies?

Advice from Ross Johnston:

  • In the OEM market, manufacturers control all warranty obligations, have tightly controlled procedures for handling and tracking returned goods and are very focused on product quality and operational efficiency.
  • Leading B2C retailers have a very different perspective. Their focus is on the customer: on encouraging great customer experience and repeat customer visits. Products are sold to big box retailers without warranty, and the retailers provide their own warranty programs. This results in far more returns than for OEMs. Further, product is returned for a wide variety of reasons from failure to work as advertised to the customer simply changing their mind. There is also a wide range in how returned products are handled – from throwing them in the dumpster to returning undamaged items to stock, and few records are kept.
  • Our challenge is to help retailer and big box customers design, develop and implement recycling and cost recovery systems in our market. This means both developing procedures for the retailers and new channels to cost recovery markets.
    • First, they need processes to triage returned goods into broad categories: new or near new goods condition for resale; goods which require refurbishing or recycling; and goods for environmentally appropriate disposal.
    • Second, we have created a software tracking solution – a reverse logistics program – to track returned goods from receipt to their eventual disposition with full end-to-end P&L analysis. This can yield up to a 45% gross margin on returned goods which is shared with the retailer.
    • We develop additional processes that vary by retailer to help them handle the flow of returned goods.
    • We want to provide the retailer with an end-to-end operational platform that turns a cost center into a profit center and reduces long-term liability exposure that accompanies landfill disposal.

You can contact Ross Johnston at rjohnston@diskcorp.com

Key Words: B2B, B2C, OEM, Warranty, Procedures, Focus, Product, Customer, Return, Refurbish, Disposal, Process, Tracking