Not eCommerce but Experience Commerce

Every now and then someone coins a phrase that really captures something.

Bricks & Mobile really works well from my perspective.  A play on the traditional retail store enhanced with mobile.

Now its not eCommerce but Experience Commerce.

Experiences win customers and retain them.

I agree.

Here is a snippet from the piece:

Recently, I went on a health kick and stopped going to the [donut] shop entirely. When I finally returned, the woman who runs the shop said, “We thought you moved! It’s good to see you.” I made the decision right then to reinstate my once-a-week doughnut splurges. They were so happy to see me, they gave me my doughnut free, and I was utterly charmed by the interaction. It’s nice to feel seen, and if my business means that much to a sweet couple, then I want to make sure I spend my extra calories on them.

In the world of ecommerce, it can be a bit daunting to make sure customers feel as welcome as I do in that doughnut shop, but focusing on experiences, rather than sales, can mean more personal, and longer-lasting, relationships with customers.

Here is the full story:

https://www.clickz.com/experience-commerce-winning-customers/221080/

Happy Reading,

J.W. Gant

Misc. News - Tablets Going Mobile, Mobile Payments, and Kroger

I'm writing about three pieces of news and analysis that I found interesting today.

First up is the increasing demand for and supply of truly mobile tablets.  Carriers such as AT&T and Verizon are finding mobile hotspots through smart phones are greatly increasing in use.  So why not monetize that by adding carrier coverage for the tablets being enabled through those hotspots?  Who wouldn't want one more contract right?

http://www.mediapost.com/publications/article/223943/tablets-the-next-connectivity-battleground.html

Next is a great bit of infographics on mobile payments:

http://www.mobilepaymentsinsider.com/2014/04/15/mobile-payments-to-replace-plastic-all-together-infographic/

Most surprising to me was the statement by consumers about when and how they are most likely to use a smart phone for payment:

"Likely Situations Consumers Say They Would Use Mobile Payments Is In:"

1. Groceries at a supermarket
2. Clothes at a retailer
3. Phone bill at a local wireless store
4. Coffee at a local coffee shop
5. Sofa at a furniture store
6. Taxi ride

Next and last is the big bet Kroger is making in the U.S. emulating Tesco and Walmart.  Bigger is better.  They are increasing the number of large stores, and stores with 'extra aisle' merchandise not traditionally found in a supermarket.  Kroger calls these 'Marketplace' stores and these will provide:

"...everything from apples to appliances, lettuce to lawn chairs and cantaloupe to clothing."

http://www.cincinnati.com/story/money/2014/04/16/kroger-bets-bigger-stores/7805015/

I found this to be an interesting approach.  What we've seen the last 20 years in the U.S. is an increase in supply of groceries with only the minor increase in demand expected from modest population growth.  The result is excess capacity for supply so all of those neighborhood supermarkets are left with too much floor space.  It seems to me they will need to re-purpose this space and diversity as some have done by increasing fresh supply including options such as an in-store restaurant.  Kroger is taking a very different approach to diversity.

Happy Reading,

J.W. Gant

Best Reading of the Day - Entry 0102 Tesco and iBeacons

The folks over on Mobile Commerce Daily have another excellent read.

Tesco has introduced a new approach to the use of iBeacon technology in stores.

http://www.mobilecommercedaily.com/tesco-pivots-focus-of-ibeacon-towards-customer-service-will-others-follow

Here is a snippet from the article:

While much of the buzz about beacons has been around pushing offers to shoppers, a new pilot program at Tesco gives marketers a better understanding of the full scope of the location-based technology’s capabilities.

The British retailer is piloting iBeacon in its Chelmsford location with a stand-alone iPhone application specific to the store’s location. Tesco’s pilot indicates that retailers solely focusing on beacon-triggered sales are missing out on a bigger opportunity with in-store customer service.

Happy Reading,

J.W. Gant