Adding Business Value: Amazon vs The Supermarket

I can remember getting furious the first time a supermarket forced me to have a discount card to purchase groceries at a reasonable price.

“Head over to the customer service counter and get yourself an advantage card,” the checkout lady told me.

“Can’t you just swipe your card so I can save time?”

I pleaded. I begged. I tried charm. I tried anger. No use. She wouldn’t budge and simply replied “nope.” I could tell there was no swaying this woman.

I toyed with the idea of holding up her line until she gave in. But I thought better of it after remembering a personal “sit in” at a Motel 6 where I demanded a refund for a nasty room. I was instead ushered off the property by the police who were promptly summoned.

So fearing the worst, I stomped over to the customer service counter to get my super special discount supermarket card. I was peeved beyond rational thought.

On the application I placed a false name, address and phone number. They may force me to get a discount card – but I’ll be a monkey’s left toe if they think they’re getting my real name.

Of course, this whole episode didn’t go unnoticed by the people in my life who are close to me and pointed out my behavior as childish and rude. But I feel it is rude to force people to give up their personal information.

I was steaming.

But then about a week later I ordered a book from Amazon and gladly gave them my credit card information (even stored it on their site), name, address, the name of my first born child – the list goes on. I began to tell Amazon what books I already owned. I shared with them my interests and created some wish lists.

I actually wanted Amazon to have my information. I love their recommendation feature where they suggest books and products based on my previous purchases.

So what is different between the supermarket and Amazon? Why does the lady in the checkout line peeve me off while I delight in having Amazon know who I am – what I like – and what I own?

I’ve thought about this a lot actually and came up with this conclusion…

I don’t mind giving my data away to companies that add value and are helpful.

I resist giving my info to the supermarket because I don’t see any value in it. Simple right? I don’t use coupons,  have no interest in weekly specials (I probably should) and don’t enjoy shopping for food.

But there are people – lots of them – that do care about coupons, discounts and deals. The supermarket adds value to their lives in a big way. I just don’t see it.

But I do see the value in getting recommendation and specials from Amazon. They cater to my interests. I see Amazon as being helpful. In my mind they haven’t abused the information I’ve given them. They seem more like a trusted friend and resource to me than my local supermarket and I’m happy to give them what they want.

So how can we translate this to your business? What is it that you do in your company or professional life to add value to your customers, prospects and clients? People will give you information if you return value to them. If you identify your business value proposition and deliver on it – folks will fall over themselves to let you peek in on their lives.

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This site, Joel-Mark-Witt.com, is where I ask questions while standing at the intersection of social media, podcasting, online video, marketing, PR, storytelling, life and leadership…. and what the heck this all means for my business and yours. If you like what you see – please subscribe to it for free. To join the discussion or to comment in real time follow me on Twitter.

Joel Mark Witt

*Photo by SFist