Apple fans are spenders. While you can plainly see this by just comparing the average prices of Apple and Windows devices, beyond that, the Apple culture has successfully drawn in consumers who not only have the financial means to spend more, but also have an appreciation for design and premium quality.
In a Wall Street Journal article that was published yesterday, Dana Mattioli reports that Orbitz discovered Mac users spend as much as 30% more a night on hotels. The company also discovered that Mac users are 40% more likely to book a four- or five- star hotel. Consequently, Orbitz has been using this insight to display higher priced hotel offers to website visitors using Macs.
While this article has spurred a lot of controversy, it’s important to remember that Orbitz is not “discriminating” against Mac users. The company does not show different prices for the same rooms. Rather, Orbitz is simply showing options that are more likely of interest to Mac users.
In many ways it’s a win-win situation for both Orbitz and the customer: On the one hand, Orbitz is delivering results that the consumer will find more appealing, and on the other hand, Orbitz is profiting from the insight they were able to capture about the customer.
Ultimately, Orbitz is actually delivering a better experience to its customer. The company is making the process more efficient and frictionless by highlighting what the customer is looking for – and that’s how you create value. As mentioned above, Mac users generally appreciate premium quality, so by making it easy for a Mac user to find the hotels that match their preferences, Orbitz is improving the customer’s overall experience. And if, say, the Mac user is indeed looking for a bargain, he/she always has the option to sort by price and receive the same results as the Windows user.
How Does This Apply to Your Company?
You can easily use Woopra to segment and target website visitors using Apple devices (see screenshot below). However, it’s important to remember that other factors may be much stronger influencers of your customers’ needs and preferences. The type of computer they use is only one tiny piece of the puzzle.
By tracking the detailed actions of each visitor on your website, you get a much more complete understanding of who that person is, what they’re doing on your website, and what their needs are. The key to success is knowing who your customers are and leveraging that insight to deliver personalized experiences for them. While a great example, Orbitz’s targeting Mac users is just one of many.