IA TV: Google Video - The Future of Search?

Published
by
David Thiel
on July 21, 2008
in Customer Acquisition, Driving Traffic and Pre/Post Shopping
. 0 Comments

This VERY interesting video was posted to the IA TV Blog and it shows some truly impactful new features in Google, but I have yet to see these features from Google in the wild.  Has anyone else?  Check it out: Google Video - The Future of Search?

Restaurants that Can’t Spread Peanut Butter and “No One” Flying JetBlue

Published
by
David Thiel
on June 26, 2008
in ECommerce Strategy
. 0 Comments

In a moment of convenience induced shame, I drove through Tim Horton’s this morning instead of drinking my own.  Truth is, I wanted a bagel with Peanut Butter.  Motoring away, I opened my bagel to find it un-peanut-buttered.  Instead, there was a little tub of peanut butter in the bag. I drove back through and asked for a bit more attention.   I was told that the “can’t spread peanut butter because of allergy concerns.”

So we’ve finally reached the level of restaurants being afraid to make peanut butter sandwiches.

While this is a good lesson in how our lawsuit-a-feared culture has gone overboard, it’s also a convenient lesson in how to match user behavior with product delivery. I don’t know about you, but I’m no good at spreading peanut butter while driving, so why would I want it from a drivethrough?

Understanding common customer behaviors and expectations are key.  I would not commonly spread peanut butter while driving, and I expect a restaurant to be able to spread peanut butter for me!  (I know, I’m demanding, ain’t I)

Which brings us to a nice little post over at Functioning Form where they talk about a mismatch between common consumer behaviors and site design.  It details a poorly designed form on JetBlue.com which I have noticed often but never blogged about.

Enjoy.

In-Store Lessons for an Online World

Published
by
David Thiel
on June 19, 2008
in ECommerce Strategy
. 0 Comments

I really enjoy analogies between online and offline shopping, since I think they simplify the (actually simple) role of technology in the process.  It’s shopping!

I was, therefore, delighted by this excellent post from E-Consultancy, highlighting how merchandising and catalog-assortment decisions typically made by a grocer can have a thoughtful influence on even the least-grocer-like online retailer.

What in-store retailing can teach us about how to sell better online.

We were talked through this supermarket’s key categories: “Destination”, “Traffic”, “Routine Volume”, “Routine Assortment”, “Impulse”.

Have you ever really thought about the real value in selling milk if you’re a supermarket? Is this a destination, traffic or routine volume category? How many categories, or sub-categories do you need for wine to provide the optimal customer decision tree?

For every category there is a very clearly defined purpose and role, very clear guidelines for store managers on the in-store promotional strategy, tactics, placement and pricing for each category.

And this is all before even thinking about shelf and space planning etc.

Web editors: 5 reasons to love standfirsts

Published
by
David Thiel
on June 16, 2008
in ECommerce Strategy
. 0 Comments

Copy can be a very powerful tool on your site, and I like it when people point out the simple stuff: Five reasons to love standfirsts (via E-consultancy.com)

Coat-tails and Situational Awareness

Published
by
David Thiel
on June 10, 2008
in Cases and Reviews, Customer Acquisition and Pre/Post Shopping
. 0 Comments

Let’s imagine for a moment that you were a partner (or, rather, a coat-tail rider) for one of the most anticipated product launches of the year. The whole Internet is talking about the product — so much so that online services like Twitter are going into red-alert just to handle the mobs of people talking about the product.

Yes, I’m talking to you, AT&T. For the multitudes of iPhone prospects now visiting your site, they are seeing the following:

ATT Wireless Homepage, the day after the iPhone Launch. (I have put a red box around the iPhone portion)

I’ve added a red box to show the EXCELLENT placement of the iPhone advertisement. Unfortunately, clicking on this item sends me to the following page:

After clicking on the iPhone on the home page, this is what you see.

(Perhaps they didn’t know the product was launching?)

This wasn’t a case study… I was trying to find out more about the phone! I’m ready to order, pre-order, or simply gawk. I’d have provided my email address. I’d have sent the page to friends. I’ve have blogged about it (in a good way). Even though I can’t buy this product for a month, I could make my purchase decision today, or I could simply become a valuable lead for AT&T to use on July 11th.

Lost financial opportunity for sure, but this also leaves with a decidedly negative impression of AT&T which will become a permanent part of how I view the brand.

Your website is the first place most customers will turn for the latest information and news. Make sure you maintain situational awareness of the role your brand plays in the current web/etail landscape. It means dollars in the door — and a stronger brand.

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