John Boccuzzi, Jr.

BrainTrust Query: The Customer is Wired...Are You?

February 22, 2010

FROM RETAILWIRE:
There's an impending "parting of the seas" taking place with respect to the nature of in-store experiences as we move into the future...an ever widening gap between "fully automated" experiences on one side and "fully animated" experiences on the other. What minimum level of technology do small and medium sized retailers need to present an "animated" experience?      [more...]

Doug shared some thoughtful ideas that retailers should seriously consider and then discuss internally to better understand their approach and focus.

For years everyone was focused on automation and replacing people, streamlining supply chains, and cutting cost. For larger chains like Wal-Mart a focus on automation can create huge efficiencies and cost reductions, but hurt the overall customer experience since less time is spent on animation. For smaller and midsized retailers the opportunity around animation is far more important in helping them differentiate themselves from competitors that focus primarily on price. A focus on technologies that help small and midsized retailers enhance their animated experience can create a far greater yield than just focusing on automaton.

If you can't beat Walmart on price then blow them away on animation (service, strong CRM solutions, useful mobile apps, a strategy for Facebook and other social networks, etc.)