“Remember that a person’s name is to that person the sweetest and most important sound in any language.” -Dale Carnegie

Names matter. A lot. They distinguish us as individuals, hold special meaning and significance, represent cultures, roots and history. They can also be a source of stress. The stress that comes from forgetting someone’s name, when we meet them again, is far too familiar to many people.

Why do we feel so bad when we have to ask someone to repeat their name, or pronounce it wrong, or simply forget it? It’s because we know their name is important to them and by remembering it accurately, we’re showing them that we value them enough to remember it. If someone repeatedly calls you Christine, when your name is Christina- it will eventually get on your nerves. Similarly, if someone never uses your name in conversation, you’ll start to notice.

There’s no doubt that addressing someone by name, the right name, is important for social settings. But it’s just as important and impactful when it comes to business. There’s a reason why the highly successful Starbucks switched from writing the names of drinks on their cups, to writing the names of customers. Names, and personalization create loyal customers and improve sales.

This is also very apparent in the world of email and direct marketing. Response rates go up when the marketing content is accurately personalized. Amy Gesenhues of MarketingLand reported on a study that personalized emails produce transaction rates that are six times higher. However, only 70% of brands actually use a customer’s name in their interactions with them.

One of the reasons that more brands don’t greet customers by name is that they simply don’t have the tools or means to implement it. This is certainly true when it comes to the in-store experience. Even Starbucks still has to ask you for your name at every visit, even if you do go to that same location every single day.

Realizing this gap in the market, Lucova’s mobile commerce platform was built with the ability for brands to greet their customers by name at the starting point – before the order and before the payment. Behind every loyal customer is an emotional connection to a brand, and what’s a more powerful way to strengthen that connection than by showing them that you value them enough to know their name?