Thursday, November 18, 2010

Comments on Rule 9

I am not sure why the comments button for the Rule 9 post is not active. If you are not able to comment directly to Wes' blog post, please make you comments here.

My own comment to Wes' post follows. Please comment on this post to continue the discussion on Rule 9. Be sure you have read Wes' post before commenting here.

8 comments:

  1. Some of the "wow" factors in retail seem to be valuable while others seem to be more cool, but not so valuable. For example, with smartphones, I already regularly sms pictures to family members regarding potential purchases in stores. I'm not sure how making my decision more widely available to the public (say all my Facebook friends) or some other wider community for comments will deliver value to me. Alternatively, the grocery smart cart that keeps my purchase history could be very helpful. Since shopping for clothing is less frequent, the Gapp app doesn't seem to deliver much value. If I'm looking for an item in the store, why would I consult a map on my iPhone when I can simply ask the clerk? What's the value-add? Access to customer reviews does provide real value--especially when purchasing a complex product. For example, two weeks ago I bought a new camera at Best Buy. Even with a very helpful salesperson and tons of POP information available, it was a complex decision. Access to user reviews might add a valuable dimension, especially because users tend to share the true strengths and deficiencies that only can be learned through experience.



    An important aspect is the concept of the store, and what a store is and what it means. The store is a platform to display a variety of brands. Both the retailer and the brand (manufacturer) have a stake. That is why the statement on p. 219 is so critical: "These kinds of initiatives obviously require a new level of cooperation between individual brands and retailers."

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  2. I think for teenie boppers, showing your friends what you are thinking about buying and gaining their feedback is a marketing goldmine. Once you hit the 20's though, it probably will die off. I think the age group really was shown because Bloomingdale uses it on MySpace (I thought MySpace had died off several years ago). But its not a bad idea...however a text msg with a photo achieves the same end result.

    I think the Amazon app is a great idea for "mature" shoppers. I have used it several times to see if I could buy an item cheaper online, and a couple times its worked out. I can touch the item in a store, ask questions about it, then buy it cheaper on line.

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  3. Personally I am an old-fashioned shopper. For special (high-consideration) items I prefer a real store sales experience with sales clerk consulting. I prefer to be a loyal customer to a few stores downtown, who know me and can recommend items for me.

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  4. I think that while some of these complex additions to brick & mortar stores are expensive, they work in some aspects (not all). It truly depends on the customer base and service/product offering. We'll take Ace Hardware for instance. This is a company built on service and smaller purchases; a typical sale is someone buying a last minute item or two for their house project or improvement. A complex socialization platform like the mirror may not benefit them in any regard...who on earth would be excited to tell the world about the new light switch cover they purchased (okay, I'm sure someone would)? So, while this is a fun technology, businesses need to be careful not to get too wrapped up in the 'latest and greatest' technology. They need to focus on their core competencies and what the main drivers are for their business.

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  5. ic this being a hit for at home shopping now that most ppl have a webcam....

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  6. This is about "wow" (except for a few choice examples). The best question posed - and unanswered - is "Do these kinds of experiences increase sales, or create a new, very distracting layer to the in-store shopping experience?" (p 212)

    The store seems like the place to convert - the point closest to purchase. Many of the roles played by technology (offering matching tops) are probably more effectively (and more expensively) performed by humans.

    Separately, one of the most interesting and provocative observations made in the chapter was made on p 218 - "Indeed, venues such as Safeway, Wal-Mart, Kroger, and Costco now deliver mass audences that television could never dream of."

    Again, it's because the store is the point of purchase, while a TV ad is miles away. It's interesting to think of all these opportunities for their revenue potential to malls and retailers that house multiple brands.

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  7. I loved the "Shopping Buddy" video. People are interested in getting their needs met more quickly and efficiently. This is all about that. As long as it works well and doesn't have any glitches it meets those needs. It is one of those technologies that people didn't even think of but then soon demand. And that takes us to the point of this book of letting the customer being in control and being there when they want you.

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  8. On-line aspects to retail experiences made easier is a must. I aleady send photos and shop prices for an item while in a store. I have seen some stores actually promote you price shopping online. Colorado Ski and Golf told me to shop online in their store and find the best price and they would do their best to match it. They knew i was shopping online and instead of losing the sale to another reatailer, at least they kept me in their store for the purchase. The manager telling me to shop it on-line was definately a wow factor for me.

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