In a meeting with a retailer a few days ago, he expressed something that one rarely hears in the business world today: “When we began this company, we decided to throw away our memory about how we did business previously. We turned everything upside down. If we did this, we now do that. We wanted to create an environment that she wanted to have when she was making decision to buy. Everything we do is geared to her position…her way of thinking…her desire to want to become educated about various products and services. The word transparent might be way overused. And it probably means different things to different people. But transparency to us meant give her what she wants, even when she doesn’t know what that might be. Fill the space which begs questions. Give her answers she can find easily. Tell her the story about the product, where it came from, how it was made. And, guess what? She loved it.”
We’re talking retail here. We’re talking about hidden agendas, inside knowledge, protective names and costs. This is a world built on the tradition of the past. Here was a new (two years in this new business but 30 years in retail) company that was understanding who their target market was all about.
She is the key. This retailer does not talk down to her. They listen more often than not. They create an environment that allows her to feel comfortable and relaxed. To her, the point of vision is overwhelming as there are so many things things that can fascinate. They noticed well in advance, she has her mobile device with her at all times. She clicks on QR Codes, checks websites, scans comparative codes for product information. In this store, every item is tagged and contains a QR Code to give full and complete information. But there is one thing that she notices immediately after the scan has gone through…the information begins with a story. While a sales person or a designer may not be with her at all times, her face breaks with a smile as this store clearly understands that it is important to give their potential customers more than just boring measurements and numbers, product information and origins. This is a retailer that has taken the task to completeness.
Jay Altschuler, Unilever’s Global Media Innovation chief, stated “If you are doing business like you did in the 20th Century understand that ‘we are living in exponential times, and as fast as change is happening, it will never be this slow again”. Thus mobile is allowing her to process through life at warp speed. Those retailers who understand this will succeed as they really are living in the 21st Century.
Retailers want to introduce or reintroduce themselves to consumers, then engage them and build a long-term relationship. Smartphones have unique abilities to make these introduction and build relationships. And here is where this retailers thinking is so on target. “We are not looking at building a long-term relationship today. We are simply trying to engage her with an experience that is unforgetable. If we do that…who knows? It is difficult enough living in the present and doing business. Why pack on the burden of the unforeseen future? Do it right the first time…in this time, our time.”
Social media is the key to retail today. It didn’t even exist a few years ago. Mobile is the key. Now it is where three-quarters of social network’s users are on mobile.
Mobile has to be the key to your integrated marketing strategy. That’s what upside down, inside out is all about. Mobile is the way to succeed today.
That is why we say, MOBILENow.
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