The iPhone's momentum is only growing. Nokia has given away the store trying to get back in the game (by transitioning their map data from a paid to a free service) but will it be enough?
Not without a revolutionary marketing step. Embracing shoppers in the store is the ONLY hope for Nokia (or any other struggling manufacturer) to rebuild market share.
Why? IT IS ALL ABOUT THE SOFTWARE!!! Whether manufacturers like it or not it is not a hardware game any longer. I can confidently state that the Nokia E71 is the most beautiful phone I've ever owned. And yet it collects dust in my closet because the software running the device is slow and buggy.
When are manufacturers going to realize they MUST find a way to show off their latest software to shoppers. You can't do this on the internet due to bandwidth and screen limitations. Ahhh, but the store... The retail outlet is an environment in which you can control your message. This is not digital signage looping boring videos. This is an active control center monitoring and adjusting a content management system which COMMUNICATES with the shopper. Communication is a two-way process. This is not an opportunity to shout louder at the shopper nor even a chance just to change your message more regularly.
This is an opportunity to LISTEN to the shopper. Does anyone in sales and marketing listen any more? Yes, human beings listen. Website listen. But all other marketing radio, print, TV are talking AT their customer because they cannot listen. In-store networks change this dynamic forever.
The major brands are controlled by their agencies which have a vested interest in not changing the status quo.
When will your brand be set free?
15.2.10
If You Can't Beat Apple...
Join together in a mass state of confusion!
When you feel you've lost the battle I suppose absurd alliances are the next step?
How long will it be before we begin seeing capitulation in retail? How long before retailers begin giving away their customers to the online retailers in a desperate attempt to remain relevant? Oh, it's already happening?
Retailers: Don't give away the only valuable asset you have remaining. Your customers ARE loyal to your brand but if you don't provide them with useful product knowledge on the retail floor, at the point of decision, you are ignoring shopper demands and you will lose them. Forever.
In-store networks are inevitable but if retailers wait these networks and the corresponding shopper experience will be directed (and dictated) by the purveyors of the shopper's mobile device rather than the brands and retailers. If I could learn everything I want to know about a product on a screen in a store I wouldn't even remove my mobile device from my pocket but as it is now I'm forced to spec check, price check, app check etc all on my smartphone because NONE of this comparative information is available in the store.
You have the real estate. You have the customer. You'd better inject a new shopping experience or prepare for tumbleweeds...
When you feel you've lost the battle I suppose absurd alliances are the next step?
How long will it be before we begin seeing capitulation in retail? How long before retailers begin giving away their customers to the online retailers in a desperate attempt to remain relevant? Oh, it's already happening?
Retailers: Don't give away the only valuable asset you have remaining. Your customers ARE loyal to your brand but if you don't provide them with useful product knowledge on the retail floor, at the point of decision, you are ignoring shopper demands and you will lose them. Forever.
In-store networks are inevitable but if retailers wait these networks and the corresponding shopper experience will be directed (and dictated) by the purveyors of the shopper's mobile device rather than the brands and retailers. If I could learn everything I want to know about a product on a screen in a store I wouldn't even remove my mobile device from my pocket but as it is now I'm forced to spec check, price check, app check etc all on my smartphone because NONE of this comparative information is available in the store.
You have the real estate. You have the customer. You'd better inject a new shopping experience or prepare for tumbleweeds...
5.2.10
Touch Technology Is Coming To A Store Near You
When vending machine owners can afford to embed a giant touch interface to sell candy bars can a similar approach be far behind in more lucrative markets?
Granted, this is ONE machine. Machine #2 may never see the light of day.
Agencies beware: There is a new screen in town and if you don't learn how to embrace this new space your customers will leave you.
Granted, this is ONE machine. Machine #2 may never see the light of day.
Agencies beware: There is a new screen in town and if you don't learn how to embrace this new space your customers will leave you.
4.2.10
Relationships. Do Agencies Grasp This Term?
Judging from my experience with agencies they do not.
They have a business model which has (kind of) worked for the last 20-30 years and they're not going to turn that on its head just because their customers have no interest in the product they're offering. Change would involve risk and established players do not take risks. Ever.
Podo Technology has no relationship with TruEffect. In fact, I'd never heard of them until today. But I like their message. And if your agency isn't embracing these concepts you ARE losing ground. Assuming your firm doesn't have this expertise on staff (you don't) I cannot think of a better avenue to pursue than engaging someone like TruEffect.
And one day RELATIONSHIPS will come full circle. The web will connect to the mobile device which will connect to the home which will connect to the store.
If brands and retailers are fortunate enough to have a relationship why would they ignore their customer when they're in-store but bombard them when they are at home in front of their computer?
Engaging customers is like a dating relationship. You cannot ignore the person you are dating on a regular basis and expect that person to grow enamored with you (or your brand).
It's time to close the loop.
They have a business model which has (kind of) worked for the last 20-30 years and they're not going to turn that on its head just because their customers have no interest in the product they're offering. Change would involve risk and established players do not take risks. Ever.
Podo Technology has no relationship with TruEffect. In fact, I'd never heard of them until today. But I like their message. And if your agency isn't embracing these concepts you ARE losing ground. Assuming your firm doesn't have this expertise on staff (you don't) I cannot think of a better avenue to pursue than engaging someone like TruEffect.
And one day RELATIONSHIPS will come full circle. The web will connect to the mobile device which will connect to the home which will connect to the store.
If brands and retailers are fortunate enough to have a relationship why would they ignore their customer when they're in-store but bombard them when they are at home in front of their computer?
Engaging customers is like a dating relationship. You cannot ignore the person you are dating on a regular basis and expect that person to grow enamored with you (or your brand).
It's time to close the loop.
Demographics Collide
Once again marketers are confronted with evidence of a rapidly changing landscape.
The thought process of today's marketer, upon reading this article, is going to be "Well, that's okay. They'll grow eventually. We'll just wait."
If this was your initial thought you'd better reconsider.
Today's 18-29 year old demographic isn't taking a turn from which they'll turn back. They are different. They communicate differently. They shop differently. They LIVE differently.
Oh, and signing up your firm for a Twitter account does not equate to "better engagement". Twitter may be wonderful (jury is out) but it is STILL a one-way communication medium.
Retailers and brands will not excite shoppers until they make shopping fun again.
The thought process of today's marketer, upon reading this article, is going to be "Well, that's okay. They'll grow eventually. We'll just wait."
If this was your initial thought you'd better reconsider.
Today's 18-29 year old demographic isn't taking a turn from which they'll turn back. They are different. They communicate differently. They shop differently. They LIVE differently.
Oh, and signing up your firm for a Twitter account does not equate to "better engagement". Twitter may be wonderful (jury is out) but it is STILL a one-way communication medium.
Retailers and brands will not excite shoppers until they make shopping fun again.
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