Posts Tagged ‘consumer 2.0’

A powerful example of how technology is changing the retail industry

Posted on: July 13th, 2011 by admin-kablooey 2 Comments

I love it when clever people come up with simple ideas that change the way the world works. This example we will look at today is a subway advertisement that turned a South Korean subway into a supermarket.

The execucution is so simple. Life size banners that display supermarket brands with QR codes on each item. Scan the item and get them delivered to your door by the end of the day. The idea was sparked by the need to create more sales without opening more stores. After extensive research into the market Tesco was able to see the opportunity to utilise smart phone technology to increase its online sales potential.

The consumer will take to this idea because the technology is so simple (in virtualsupermarketsubwaySouth Korea at least) for them to use. The concept works becuase it relies on redundant QR code technology to execute it.It also works because it make an intangible internet experience tangible through the physical advert.

This example from Tesco paints a clear picture of the shifts that retailers are going to face in the future:

  1. The retail industry can expect powerful competition from online sales channels. Especially if these channels are connecting with consumers in such tangible ways, like in subways while I wait for my train.
  2. Brands are still important to consumers. Make sure you make those brands visible to the consumer. Note that there are still a number of juices to choose from displayed on the “shelf”.
  3. Convenience is king! Make sure this new buying method fits into my life and don’t let me down. The delevery to my home is important because if I have to fetch the product then I may as well shop at you store – or somebody elses!
  4. Shelf space is a concept that does not have to stay in stores or on a website.

One last word on Hyundai

Posted on: May 13th, 2011 by admin-kablooey 2 Comments

For those of you who read my Blog post at www.tomorrowtoday.co.za written on the 22 April on customer service, which referred specifically to my experience buying an ix35 from Hyundai, I thought I would provide you with an update three weeks on.

For those of you who did not read my Blog post on the 22 April, essentially I ordered a Hyundai ix35 in August 2010, waited 9 months for my car and received pretty appalling service from Hyundai along the way. My increasing dis-satisfaction with Hyundai culminated in the most unceremonious moment when I actually received the car, which was a pity because this is the first grown-up car I have ever bought and it should have been an exciting experience. This has all resulted in me having a very bad impression of Hyundai’s ability to provide any customer service at all, let alone a fantastic customer experience. My argument was that surely, in a competitive market where loyalty doesn’t exist, it would be in the interest of any sales person to not only provide good service, but exceed expectation, particularly when somebody has had to wait 9 months for your product. Hyundai’s treatment of me has smacked of apathy at best and arrogance at worst.

However, I just want to make it abundantly clear that the car itself is absolutely fantastic and I am loving every minute of it. This begs the question, are Hyundai riding on the fact that they have an exceptional product; and is this good enough to stay ahead in highly competitive and particularly in difficult economic times?

I would have to say the answer is no.

Primarily because there are lots of exceptional products on the market. Essentially the focus for any sales person need no longer be product when selling, because the market assumes you are offering a good product. The sales person didn’t have to sell me the car, I already knew what I was buying because I had investigated everything I needed to know about Hyundai’s ix35 (and all the competitors in it’s class) on-line before I had even booked a test drive. What the sales person’s job involves today is selling a positive customer experience, which encompasses service as well as some kind of person to person connection. After all we are living in a connection economy.

One of my Blog readers shared an amazingly experience he had when purchasing a new car recently. After receiving good service it came to the day when he would actually take ownership of the car. He had driven quite a distance to the town where the transaction was taking place and when it came to paying, realised that he had not arranged for his Internet banking limit to be increased to accommodate the amount being transferred. It was too late to go to a bank; and he thought he would have to drive all the way home and come back the next day. However, despite the fact that this was not the car dealership’s fault, in response they put him and his wife up in a local bed and breakfast for the night, so that they would be in town in the morning to go to the bank and try the exercise again.

Now that is not only good service, but it exceeds expectation, it’s finding solutions for an individual problem, it’s connection, that is customer experience. I am sure he will be loyal to Mahindra for life and possibly will convert some of his friends in to being as well. That is what selling is all about today.

Hyundai have unfortunately still not got it right. I dread phoning them now because through-out I have felt like I am a burden to them. I keep having to remind myself I just gave them nearly R300 000.00 in cash so I am entitled to come service. Since I have owned the car, I have had a couple of calls asking how I like the car, but no apology or even acknowledgment of their bad service. I had to phone them to remind them that my temporary registration plates were going to expire in 48 hours and remind them I needed my permanent plates. I have had to phone them daily to remind them they owe me the interest on the R300 000.00 which sat in their bank account for a month before giving me my car. Three weeks later, I still don’t have the check.

What can I say? I think Hyundai have a lot to understand about customer experience. I would love to suggest they need training, but that might look like I am soliciting business!

What I will offer to them for free is this: I don’t think anybody, regardless of how fantastic their product is, can afford to be spoken about in a negative light. I think everybody has the capacity to make mistakes, but I also believe that it is our ability to learn from those mistakes, or rectify those mistakes, that sets us apart. Hyundai could have made me the most loyal customer for life if they had handled the 9 month delay sensibly.

 

 

What’s your digital lifestyle?

Posted on: December 1st, 2010 by admin-kablooey 6 Comments

I am a firm believer that every person hasa certian level of digital integration in their lifestyle. The is something in almost all of us that uses the digital landscape in someway or another. This is what excites me about digital media – its different for everyone.

Each person experiences the digital landscape in their own way, from their own vantage point and with their own personal agenda. This is the Consumer 2.0 I have spoken about before. I go into this in more detail in our presentation but I wanted to share a bit of insight into a study by TNS Surveys which outlines six digital lifestyles. These are:

INFLUENCERS

The internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

COMMUNICATORS

I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

KNOWLEDGE-SEEKERS

I use the internet to gain knowledge, information and to educate myself about the world. I’m not very interested in social networking but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.

NETWORKERS

The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.

ASPIRERS

I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

FUNCTIONALS

The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in anything new (like social networking )and I am worried about data privacy and security. I am older and have been using the internet for a long time.

Which one are you?

I would love to hear your comments on which digital lifestyle most described you. Feel free to comment. Thank you

Is your company website your best business to business marketing tool?

Posted on: November 24th, 2010 by admin-kablooey No Comments

Business to Business need lead generation focused websites

Business leaders, in a recent study, cited company websites as the main source of information when looking at a business to business purchase. Company websites were used more than trade magazines, search engines and social media.

The business decision makers are telling us the story that with big purchases they are definitely interested in browsing through a website to find out more about the product they are looking at purchasing. In business to business environments a company website has great potential to add to the sales leads and referrals for your sales team by ensuring that it utilises a strong lead generation strategy.

Interestingly enough, although the decision makers use company websites the most to gather information the decision maker is mainly influenced by word of mouth and social media channels. (more…)

Can losing control online actually benefit your business?

Posted on: November 17th, 2010 by admin-kablooey No Comments

Social media guru’s the world over will tell you that if you want to get into social media do your best not to own your content. This is a difficult concept to understand. Control is all we know. How can something benefit me if I don’t make sure it does?

Well this video from TED shows us just how Greenpeace fought the control battle and lost. They lost the control battle but won the battle that really mattered – SAVING THE WHALES!! (more…)

How YouTube manages copyright

Posted on: October 27th, 2010 by admin-kablooey No Comments

I wrote about this on my blog a few weeks ago and thought it was worth sharing withthe connection economy audience as well. Youtube is often under the microscope regarding it copyright issues. Essentially uploading copywritten material (TV and Music) can can have a large impact on bottom line for specific industries.

YouTube has finally designed a solution to the copyright problems it experiences. What’s more interesting is that YouTube has been able to do this without simply blocking unauthorised videos.Rather it has managed to provide a better user experience that encourages higher use of the website and increased profits for the content owner involved. (more…)