A couple weeks ago we discussed the pitfalls of West Elm’s customer engagement strategy. This week we’ll visit the scene of the customer engagement crime of another otherwise wonderful brand--Neiman Marcus--and try to provide some guidance using our experience helping hundreds of other brands correct similar infractions.
Retail of the future has arrived, courtesy of Amazon. The e-commerce superpower has released plans for Amazon Go, a physical grocery/convenience store leveraging the power of mobile to allow for lightning fast “grab-and-go” checkout. Customers scan a QR code when entering the store, add items to their bags as they please, and simply walk out of the store when finished shopping, with the charge hitting their existing Amazon account. This next generation of retail will come to life early next year, with the first location slotted for Seattle.
I love West Elm. I aspire for my apartment to even slightly resemble a West Elm showroom floor. And so it is with a heavy heart that I tell you the tale of West Elm’s customer engagement gone wrong. This is a cautionary story that begs the question, “Why do bad things happen to good brands (and customers)?” And attempts to answer it.
The holiday season is right around the corner, and the excitement for gift shopping is building for consumers and retailers alike. With this new season brings shifting trends and preferences for each shopper. One of the most important trends that should be on every brand’s radar is the growing importance of mobile in the marketplace.
According to the DemandWare, Shopping Index Q1 2016, mobile has been the exclusive source of growth for digital visits and more than half of order growth in the last 12 months.