Customer experience is the new fad, I tell you, trying to wind up new customer experiences to capture the customer. Grocers are going crazy with unique and trendy marketing (who says?), and moms are taking the bait in aisle 5!
And, that’s not all! We have Whole Foods with a new bar and music on Friday date night with wine tastings throughout the store (because Whole Foods has its own label, don’t you know). We have Trader Joe’s with a customer trivia contest and drawings to earn shopping bags (not really a unique marketing ploy, right? And, we have other grocers aligning the Ace Hardware with the dairy aisle just to get shoppers to L-O-V-E the experience and stay plugged in.
Are we taking customer experience to the wrong level? Is it already to the moon and is it going to fall on Earth like a pile of lead bricks? Could be!
In this episode, John Gregory Olson and I (once you get past John’s love of audio emojis, thanks to Mark W. Schaefer and Tom Webster for introducing that nomenclature), wax in, up, down and around this newest conundrum for marketers and business models.
Rethink Customer Experience
Just how zany should your business model get? How far disrupted should you stray from the norm and comfy traditional?
We suggest it’s worth a shot in the dark to get a tad creative. We like to zero in on the boring Barnes & Noble stores (from other episodes), and guess what? That retailer is going to add a dining experience to the store. That should fire up the customer base, right?
It’s not always easy to follow a trend, but what is easy is to think about it. You need to look at your business model and determine whether disruption is the new normal. Is it? Have you jumped on board, or not?
Maybe you don’t need to try yoga in aisle 5, but you do need to rethink the customer experience. Truly and really.
Each of is is pressed for time; so much so, that we shop online. Do you know about UPromise? I have earned $1,000 for my daughter’s college fund for ‘free!’ Well, not exactly. I went shopping through that portal and 3% to 5% of my purchase prices was put aside into my daughter’s 529 college plan. To me that’s free money and what an incredible incentive for me to continue shopping online! I don’t see a brick and mortar retailer doing any such thing, do you?
Yes, the competition is fierce out there.
Perhaps you’ll glean some ideas for your business or client’s business to keep the customer shopping.
Let us know what’s working, would you? We’ll share your story on the next episode of The Heart of Marketing.