Archive for January, 2011

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Aldi charges £0.49 for their store finder iPhone app

Friday, January 7th, 2011

Just to reiterate: Aldi charges £0.49 for their store finder iPhone app. Wonder if they have researched pay TV to show Aldi TV ads?

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Big brands have screwed up their retail channels

Thursday, January 6th, 2011

Here is an experience which illustrates the future potential direction of physical retail and why big brands have borked channel integration & in-person CRM:

“I went shopping to see if there were any sales. I walked past JD Sports and saw the brightest pair of trainers I had seen for a while (oh yes) and thought I buy them. Full price – not in the sale. I went into the shop and then waited for 10 minutes before someone would attend me. I asked for the shoe in a 9. About another 10 minutes later they eventually arrived. They didn’t fit but it was clear that the next size up was going to be perfect. I asked for the next size up to be told that they didn’t have any in stock. K THX BAI.”

What should have happened? They process the transaction and have the next size up delivered. The shoe is available in that size on the website. I can even use a cash back service to get a 6% discount with free delivery. Is this hard? No – not at all but it indicates that physical retail is struggling to come to terms with it’s future.

The future of physical retail is about experience. It’s about shopping being a pleasure:

  • as I walk in store I treated well or even recognised and addressed
  • staff are friendly, knowledgeable, empathic and brand representatives
  • my loyalty (or lack of it) is recognised
  • my purchase history lets staff know where to direct me
  • I am asked of I want to take my purchases with me (instant gratification sated) or have my purchases delivered (because who really wants to continue shopping with bags of purchases not needed for days/weeks?)
  • I get a voucher for a local eatery as I leave

All of the above could be done today for a reasonably low tech investment. Being met with a blank stare when I ask for a different size is not an option.

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