ConsumerX

Content of Character

2012-01-16T10:16:00.000-05:00

"I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character..."
-Dr. Martin Luther King

It happens rarely, but the universe has conspired to make MLK Day and my birthday, a day off work and school for the kids and Anne all happen today. I am grateful for that.

I am also grateful for the quiet time to reflect on Dr. King's influence on me. It's that quote above that continues to inspire me. In elementary school we were made to memorize this (along with the Gettysburg Address, the Emma Lazarus poem at the base of the Statue of liberty and others) and I am glad it is embedded in my mind.

It struck me then that character matters. It is a good aid in understanding the world around us. The trick is defining that content for yourself.

A 1980s Experience in Two Short Hours

2011-12-19T23:39:00.001-05:00

1980s for 6th Graders.pdf Download this file

As you may have heard, I had the recent privilege to be the DJ at the 1980s-themed 6^th-grade party for my son and his friends. I had a great time compiling the music, taking requests from the kids and sharing the whole experience with my friends online.

So, as promised I am publishing the final list. It peaked at 17.1 hours and I finally got it down to 7.9 hours for the 2-hour party. I’m glad I had it all with me—the kids know their music very well and kept me on my toes.

Posted via email from ConsumerX: cXChuck's Stuff

Good Morning, Astrid

2011-07-23T12:56:00.001-04:00

http://astrid.com/

Woke up this morning to see a new little icon at the top of my DroidX screen. The pull-down asked, "Free time today? Why don't you make an appointment with Dr. Aukerman?" When I went to the task screen, it asked "Are you ever going to do this?"

I've been playing with several task apps, trying to figure a way to integrate this into my Google-centric productivity world.

Of all of them, Astrid seem to stand out not just because it has a voice and personality, but because the personality seems to come from it's core functionality, moving it beyond a mere application.

It remains to be seen if I actually use it, but it was a nice moment that moved it ahead of the pack (and prompted me to write this).

Posted via email from ConsumerX: cXChuck's Stuff

Be Where They Are: Retailers Fanning Out as They Chase Shoppers

2011-04-05T22:15:00.001-04:00

from Business First - by Dan Eaton

Date: Friday, April 1, 2011, 6:00am EDT

Retailing & Restaurants, Agriculture

Retailers are expanding to a town not likely near you.

As the retail climate improves, some national and regional chains are revving up growth plans for the region, but the target is beyond Columbus and its suburbs.

“Convenience, value and choice play as well in more rural areas as it does in suburban areas,” said retail consultant Chuck Palmer of Grandview Heights-based ConsumerX Retail. “Everyone is looking for the ‘new normal.’ The suburban rings are saturated, so most are looking urban or rural.”

Hoffman Estates, Ill.-based Sears Holding Corp . and Rural King Supply Inc., out of Mattoon, Ill., are two companies looking beyond the suburbs. Sears opened a new Hometown division store in Johnstown this year and is planning as many as six more shops within a 50-mile radius of Columbus this year, while Rural King plans to open a store in Marion this summer.

“Our growth is dictated by demand,” said Gary Hoyle, Sears’ regional development director.

Outside opportunities

Sears had independently owned catalog stores until 1993, when it converted around 150 of them to the Hometown model, Hoyle said. Ohio is home to 23 of the stores, run by independent dealers of Sears’ most popular brands, and it’s looking at towns like Hillsboro, Wilmington and Circleville for new stores. The division has grown by 40 to 60 stores annually to reach 907 total, accounting for more than a third of the 2,191-store chain.

Hometown stores are authorized dealers of Sears products, not licensees or franchisees. Sears keeps the stores stocked, while the local owners run the operation, pay the bills and collect sales commissions. They don’t pay franchise fees or royalties.

The scaled-down stores typically are 8,000 square feet and are focused on four product areas – appliances, electronics, tools and home and garden. Owners can use Sears’ delivery and service network or opt to do their own.

“Brands like Kenmore, Craftsman, DieHard – there’s lots of loyalty there,” Hoyle said.

He said the Hometown model is a good expansion opportunity for Sears since the company incurs no overhead from running the stores.

“Rural growth makes sense because it’s not saturated,” Palmer said. “If you look at their buying power, you’ll probably see it’s an underserved market.”

Palmer said Walmart stores have long been dominant in rural markets, but its superstores can require customers to drive farther than they may want.

“This is as much about competition as it is about coverage,” Palmer said.

Land, lots of land

The rural movement may say as much about available real estate as it does about demographics.

Rural King is taking over a nearly 73,000-square-foot former Lowe’s home improvement store in Marion, said Eric Eldridge, an agent with Columbus-based Gilbert Group Inc . Lowe’s had moved its Marion store to a new site nearby.

The chain, which has 47 stores in seven Midwest states, has snatched up abandoned big boxes in the Louisville, Ky., market as well, according to a recent report by Columbus Business First sister publication Business First of Louisville. The company did not return calls for comment.

Rural King targets the agricultural market with livestock feed, farm equipment and parts, but also sells lawn mowers, work clothes, housewares and toys. Its Ohio footprint remains small, with the Marion location its third in the state following sites in Wooster and Van Wert.

Another home and hardware player with its sights on Central Ohio is Eau Claire, Wisc.-based Menard Inc., which has opened stores in Marion and Lancaster in recent years, but is moving toward urban and suburban areas rather than away.

“They’re another alternative,” Palmer said. “They’re going into some places where others are not going.”

The company is nearing the opening of its Northland Village store on Morse Road, on a site that once drew the interest of Home Depot, has purchased a site on East Broad Street near Reynoldsburg once intended to be a Walmart, and is in the rezoning process for a site near Polaris in Delaware County.

Palmer said discounted real estate opportunities are there for the taking. Hoyle said Sears tries to get Main Street-type locations in the towns it targets, but is open to strip centers and other sites.

“It’s a buyers’ market out there,” he said. “We’re definitely seeing better deals than we were three or four years ago.”

614-220-5462 | deaton@bizjournals.com

Sears Hometown

Business: Independently owned stores in smaller markets that sell Sears’ appliances, electronics, lawn and garden products and hardware.
Based: Hoffman Estates, Ill.
Stores: 907
Ohio stores: 23
Website: searshometownstores.com

Rural King Supply Inc.

Business: Retailer specializing in farm apparel and equipment, as well as work wear, housewares and hardware.
Based: Mattoon, Ill.
Stores: 47
Ohio stores: 3
Website: ruralking.com

Posted via email from ConsumerX: cXChuck's Stuff

Experience Audit: Target PFresh Renovation

2011-04-01T09:52:00.002-04:00

My Target now has a serious grocery offer.

It includes fresh produce and an expanded frozen and packaged goods assortment. This is part of the PFresh renovation project that Target has been undergoing, reconfiguring stores to capture more families’ food dollars and adjusting the floor plan to be more open and shoppable.

And by “MY” Target, I mean that. I don’t usually get this personal in my store assessments, but this is a special case. My family, friends and neighbors spend a good deal of time and money at this store. Like many Target customers, we have an emotional connection to this store and are glad its gotten a broader offer and reorganization.

We live in Grandview Heights, Ohio, a first-ring suburb of Columbus. This Target has been a godsend in this quasi-urban retail desert of the city’s core. Opened in 1996 on an old HVAC manufacturing site, this Target at Lennox Town Center serves as an anchor on a strip that includes an AMC Theater, Staples and Barnes & Noble.

Experience Shots

The main drive aisle terminates with the grocery offer. It doesn’t look all that different, but feels fresher and more open.

Departmental feature walls take lifestyle message to the ceilings, providing easy sight lines and navigational cues.

New walls vary in height and give you a sense of the whole space without it feeling overwhelming.

Gondola configuration has gotten creative. Feature areas and endcaps, varying heights stop the eye and invite you in. This could seem chaotic and messy, but the variety is a welcome change.

Fashion merchandising orients to the aisle and invites us in. Low inventory levels at this time of year make it a bit easier to provide all that negative space, but it is a nice touch. The use of photography in the large-format back wall display anchors each area within the department.

The perimeter walls of large format boxes are always a retail design challenge. The use of tonal color variations and pendant lamps are a clever touch that elevates the fashion departments just enough.

The addition of touch-screen digital technology is a nice addition. Appropriate in the gaming department, this display feels like it belongs at Target (in-store digital seldom is on-brand) delivers cross-platform/brand information and connects with you outside of store by offering to send you emails or texts about the products you were interested in during your experience. We have yet to see a just-right integration of digital/mobile merchandising within the store or an appropriate promotion of those digital assets in the store.

Seriously? I don’t need to give Target any more kudos for design—that’s a given—but English is one of my pet peeves. There are plenty of copywriters in the world that could have written a better question.

The new layout re-aligns departments nicely. The new department adjacencies flow well one to the next, aiding in the overall customer journey. My personal favorite is men’s fashion next to games next to electronics next to toys.

Now that’s my kind of customer journey.

ConsumerX: Brand + Consumer

2011-03-31T22:45:00.001-04:00

ConsumerX Consumer+Brand.pdf Download this file

Portfolio of work.

Posted via email from ConsumerX: cXChuck's Stuff

Social Influence Marketing

2011-03-28T17:50:00.001-04:00

Do you understand the reach and influence of your customers? Is your brand or your consumers at the center of all you do?

Social Influence Marketing Trends for 2010

View more presentations from Shiv Singh.

Consumer + Brand Together: The Ongoing Conversation

2011-03-12T12:39:00.001-05:00

Consumers are writing new content every moment of every day. What are they writing about you?

“It’s constant. It’s a constant conversation. We have customers and they have customers. We have employees and staff, shareholders, strategic partners, vendors and the community at large. Thankfully I have a group of very talented and dedicated staff and they work with equally talented and creative companies that help us tell our stories and keep up the conversation.”

We are entering a co-authoring age.

The above quote was from a recent project in which we were bringing to life the needs of today’s marketing leader. In this aggregate persona, I defined the need for a brand to develop a strong core positioning and message hierarchy in order to keep the co-authored story “on brand”.

The very notion of “on brand” is becoming outdated as more and more our customers are writing stories about our brands. If we are not proactive, we might find others writing our stories—and in turn that which prospective consumers believe—for us.

How do we co-author? There are thousands of ways to do this, but the first and foremost thing to do is understand who your best customers are and the nature of the shared experience you want with them.

Questions? Call me.

Posted via email from ConsumerX: cXChuck's Stuff

iPhone + Verizon = A Bell That Cannot Be Un-Rung

2011-01-11T14:10:00.001-05:00

So there you have it.

I’ve been a Verizon customer for many years, mostly because of their golden-handcuff approach to incentives. (I have come to appreciate the reliabiltiy of the network) I’ve compared over the years and the cost of changing always outweighs the cost of staying. Funny how that works.

But, I have to say, that I have always felt manipulated; I resent it, but that’s the way it is, right? It’s not like we’re in Japan and we can switch out our SIM card.

Now, consumers (we) have a new way to decide: I want an iPhone and I can compare and choose which carrier to use. Maybe even Sprint or others who also rely on CDMA. Very interesting.

They have even added one new feature AT&T's version lacks: The built-in ability to use it as a wireless hotspot and connect up to five additional devices. The average consumer may not be sure how they will use this, but once its in their hands they will find ways.

But alas the old model is still there. HUGE punishment if you want to change your mind: Existing AT&T customers who want to switch carriers will need to purchase a new device -- and they'll face early termination fees of up to $325 to break an ongoing contract. Not that Verizon is above similar policies.

That said, I’m optimistic about the long-term implications for consumers. More and more, we will question and demand more control over these purchases and not take for granted that the hardware and the software have to go together.

Source: CNNMoney: Verizon iPhone will go on sale Feb. 10 - Jan. 11, 2011 http://bit.ly/eIWRQm

Posted via email from ConsumerX: cXChuck's Stuff

Check In Services & Real Consumer Behavior

2011-01-07T12:07:00.001-05:00

You knew it was going to happen: the check in service that checks in to all your check in services.

On a recent RetailWire query, the question was posed about the relevancy of location based services (LBS) and their potentials. Here are my comments.

Gowalla boasts that you'll "find inspiration to explore the world around you while picking up rewards." Similarly, Foursquare says that it's "a mobile application that makes cities easier to use and more interesting to explore. But are check-in services like these providing enough value to attract consumers?

The novelty is waning. We early adopters are playing with these things to see what the potential may be. BUT, do we represent a brand's best customers? Likely not.

The ideas these services put forth are exciting, but it is behavior that will turn into real dollars. Discounts are driving these things now, which is a step beyond the game mechanics. We have already seen discount fatigue on both sides of the offer equation (Groupon) so we will see innovation on the offer side. It's just good consumer marketing--new versions of Green Stamps and the Blue Light Special.

Shopkick's experiment with Macy's, Best Buy, Sports Authority and American Eagle makes lots of sense. Key retailers in key categories important to the lives of the masses. While it's not really consumer-centric, that's one to keep an eye on.

Facebook's combination of Deals and Places has the most potential to create real value for consumers. Facebook already is embedded in our engagement streams--the behavior exists as opposed to disrupting a visit to Target or Kroger with a cumbersome check in on an unfamiliar platform. Tap into that rich and deep stream of consumer data and craft truly relevant engagements and you got something sustainable.

Originally published on RetailWire: I'm the Mayor! So What? - Retail News.http://www.retailwire.com/discussions/sngl_discussion.cfm/14977

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2010 Retail Look Back Part 6: The View Ahead

2010-12-31T13:50:00.001-05:00

This year, like any year, consumers wanted what they have always wanted: engaging experiences, good prices, and interesting products and services. We’ve started to buy again, but this time around we are taking a moment to consider− and that moment is when retailers and consumers really get to know each other.

While technically the recession is over, there are many still feeling the aftermath. In the "New Normal" consumers in general are being more cautious with their money, but things are loosening up in particular consumer segments and product categories. There is pent up demand: from a practical and pragmatic perspective, household spending on things like minor repairs, updates and clothing is starting to happen again. From a more emotional side, consumers are meeting their pent up desire for fresh, new things by being creative with their money and demanding more meaningful experiences from those transactions. This can take the form of using a Groupon discount for a manicure or cashing in loyalty points from their credit card or airline for a new camera or MP3 player.

In the coming year, consumers will regularly use their social networks to consider friends’ thoughts and opinions as they buy. Local retailers will become more important as big retailers work harder to “localize” their stores and assortments. Look for fun to return to store shelves and dining tables as the gray clouds dissipate.

Have a happy and prosperous New Year!

Originally published: Retail 2010: The Year in Review | The Metropreneur Columbus http://bit.ly/f2LPuA

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2010 Retail Look Back Part 5: Creative Alliances

2010-12-30T12:38:00.001-05:00

Retail brands are aligning themselves with non-retail brands to add unexpected value for their consumers.

Like-minded brands who share core values find ways to work together to create unique offers.

In 2010, we saw innovative companies mashing up their offerings to create unique, new products. West Elm −the modern furniture arm of Williams-Sonoma− partnered with Pratt Institute −the renowned design school− to create a line of furniture designed by students and distributed through West Elm stores, catalogs, and websites. Here’s a LINK to our post about the program: http://www.consumerxretail.com/2010/12/creative-collab-west-elm-pratt.html. Locally, the tastiest partnership –between Jeni’s Splendid Ice Creams and Middle West Spirits− birthed a new ice cream flavor: Oakvale Young Gouda with OYO Vodka-Plumped Cranberries.

Next: Part 5: The View Ahead

Originally published: Retail 2010: The Year in Review | The Metropreneur Columbus http://bit.ly/f2LPuA

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2010 Retail Look Back Part 4: The Engagment Stream

2010-12-29T11:33:00.001-05:00

Consumers are relying on their “streams” more and more to edit and articulate the information they want and need.

The Home Depot sold 250,000 Turkey Fryers leading up to Thanksgiving 2010 through their Facebook wall.

While you are hunting for deals on Facebook, you’ll get both direct and indirect valuable offers and information from all the brands you’ve “liked” there. The email newsletters in your inbox provide exclusive offers and information you have opted to receive.

Facebook and email remain two of the most important channels for receiving information, and small and large retailers use those tools to stay in touch. We see things in a continual stream that we can edit and control. We can pick and delete the messages we want and begin to understand how that information influences our purchase decisions.

Many of us willingly conduct constant conversations with the products and services, retailers, and restaurants we like. Here in Columbus, Dirty Franks Hot Dog Palace, Surly Girl Saloon, and The Wexner Center do a great job of using Facebook and Twitter to keep the conversation going, give us valuable information, and keep us coming back.

Next: Part 5: Creative Alliances

Originally published: Retail 2010: The Year in Review | The Metropreneur Columbus http://bit.ly/f2LPuA

Posted via email from ConsumerX: cXChuck's Stuff

2010 Retail Look Back Part 3: The New Blue Light Special

2010-12-28T12:45:00.001-05:00

This year, we’ve seen the advent and experimental use of new mobile services, like Groupon and Facebook’s Places & Deals. Goupon offers 50 percent off deals from retailers of all sizes for a limited time to a limited number of people. This creates a strong sense of urgency and guarantees a win for retailer and customer alike.

Location-based services that meld check-in games, like Foursquare or Gowalla, with deals allow customers to determine whether there are good deals nearby or at the store they are already in.

Facebook’s version, which incorporates its Places check-in service with an open incentive platform called Deals, is poised for growth. The sheer volume and scale of Facebook is an advantage, but the consumer behavior that already exists will be crucial to helping it thrive. Those most likely to utilize Places & Deals are regular and loyal Facebook users.

The 2010 holiday shopping season is the first real testing ground for such services and the results will shape how retailers alter their use in the short term.

Next: Part 4: The Engagement Stream

Originally published: Retail 2010: The Year in Review | The Metropreneur Columbus http://bit.ly/f2LPuA

Posted via email from ConsumerX: cXChuck's Stuff

2010 Retail Look Back Part 2: It's the Experience, Stupid

2010-12-27T11:26:00.001-05:00

We still love events like Independent’s Day and Gallery Hop, hanging out, dining, and maybe buying a thing or two. This year, we’ve really embraced mobile and/or event-based retail options, like food carts and pop-up stores. Foodie Cart Locator, Ray Ray's Hog Pit, and MoJo Tago go where the action is and oftentimes make the action. We saw the first sparks of innovative experiences, like the one offered at Wonderland Columbus’s Food Cart Food Court. It reflects a national trend not only in food carts, but bringing products and services where people are and want to be. Check out the Marc by Marc Jacobs jewelry truck that went to the people for Fashion’s Night Out 2010.

Next: Part 3: The New Blue Light Special

Originally published: Retail 2010: The Year in Review | The Metropreneur Columbus http://bit.ly/f2LPuA

Posted via email from ConsumerX: cXChuck's Stuff

2010 Retail Look Back Part 1: Girded Loins, Consolidation & More Consumer Power

2010-12-23T12:09:00.001-05:00

A year ago, when we were thinking about retail in 2010, we looked for glimmers of uptick, worried that some businesses might not make it, and girded our loins for more of the same.

Well, 2010 wasn’t as bad as we thought and in some sectors it was pretty good. As a matter of fact, the numbers coming in −both in sales and consumer confidence− seem promising, with the expected amount of post-recession caution. November was one of the best months for retailers and December is looking very good. It’s likely the result of pent up demand −the desire to shop without a gray cloud over our heads− combined with retailers/brands aligning their inventory and deals with consumer attitudes.

The last year has taught retailers big and small more about how and why we shop than ever before. Paying attention to how consumers −all of us− react to adversity, what drives our purchase decisions, and our rational and emotional needs has been as important as new products and services.

We saw consolidation and retreat (Borders Books made a bid for Barnes & Noble and Google tried to buy Groupon), tighter stock levels, as well as new, exciting takes on tried and true incentives like coupons, loyalty points, and limited-time-only offers that bring to mind Kmart’s classic Blue Light Special.

All in all, we consumers have more control than ever before. We are more thoughtful about everyday purchases. We have new considerations to go along with the old: local and “green” are as important to us as selection and value. We have tools in our hands, literally, that give us information and incentives when we want and need them.

Next: Part 2: It’s the Experience, Stupid

Originally published: Retail 2010: The Year in Review | The Metropreneur Columbus http://bit.ly/f2LPuA

Posted via email from ConsumerX: cXChuck's Stuff

Experience Audit: Radish Underground

2010-12-09T10:39:00.001-05:00

Check out this great store in Portland Oregon. We found it, among many other amazing small shops—on a recent trip.

Here’s a link to their Web site: http://shop.radishunderground.com/.

Posted via email from ConsumerX: cXChuck's Stuff

What Constitutes In-Store Shopper Marketing Compliance?

2010-12-07T12:44:00.001-05:00

In James Tenser's role as director of the In-Store Implementation Network, the challenge of merchandising compliance is frequently addressed, from a variety of perspectives -- both theoretical and solution-oriented. What criteria define planogram or schematic compliance?

MY COMMENTARY:
Goggle Goggles and Localization.

This brings to mind my early training at Macy's. As a floor manager, it was my job to interpret the planograms and make them work for my business. As a buyer, I visited every store (I know, those were the days) and worked with the floor manager to make sure my merchandise "complied."

I know department stores are not grocery, but more and more we are moving toward localization. That is, tailoring assortments to the customer of that store or region. The idea of a singular planogram that needs compliance seems antiquated albeit operationally necessary.

I've been playing with Google Goggles--the visual search application. I wonder if there isn't a way to develop an algorithm that measures the installed floor set against the ideal. This could be centrally managed but locally connected.

At ConsumerX, we look at everything from the consumers' perspective. They (we) expect basics--in stock, engaging value propositions, ease of purchase. Centralized planning is powerful, but it may be time to train in-store staff to interpret, know their customers and, yes, be creative.

From RetailWire: BrainTrust Query: What Constitutes Compliance? - Chuck Palmer's RetailWire Blog http://bit.ly/gTq4Sx

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Borders Bid for Barnes & Noble? What the...?

2010-12-07T12:41:00.001-05:00

FROM RETAILWIRE:
Usually in business, it's the bigger company acquiring the smaller one. But sometimes the normal rules no longer apply. What do you think of the proposed merger between Borders and Barnes & Noble?

MY COMMENTARY:
Let's look at this from the consumer's point of view. Do they care about the near-term strategy of Border's stockholders? No.

The future of this business is probably consolidation and reduction. While it's great to browse metropolitan-library-sized stores, is this a sustainable model in a future that needs innovation, flexibility and continual responsiveness to consumers?

I think we will always crave physical books and magazines (not so sure about the next generation) but they will be special, intimate experiences apart from our daily engagement streams.

The "4-wallers" (love that term) have a special place in consumers' hearts and minds--look at the innovation coming from Library systems--they have an opportunity to be newly relevant by helping us manage not just the information at our disposal, but the inspiration, too.

That just might make a proposed deal like this make long-term sense.

-----------

Here’s the RetailWire piece: Ackman Pushes Borders Bid for Barnes & Noble - Chuck Palmer's RetailWire Blog http://bit.ly/h4QVav

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Creative Collab: West Elm + Pratt

2010-12-04T18:28:00.001-05:00

Here’s another example of a major retailer hooking up with a design school to create new products. These programs are a win for all—students, retailers/brands, and consumers—as they provide fresh new products for consumers and brands to offer, but for students and their schools they provide rich learning experiences and marketing and positioning opportunities.

Take a look at this line at West Elm. It is seriously different than most of the other products, not just at West Elm, but in the category. It’s a nice mix of metal and wood, with clean lines without being too boxy or hard-edged.

Here’s a quote from the West Elm site:

The Pratt home office was developed in collaboration between west elm and students at the Pratt Design Incubator, part of the renowned Pratt Institute in Brooklyn, New York. It all began with a competition. We challenged students to create a line of office furniture using FSC–certified materials. Two teams presented proposals (both of which were quite ingenious), and after much deliberation judges from the west elm design group selected designs from both. The teams then developed their concept, creating scale models and full–size prototypes of pieces including a desk, chair, filing system, and LED lamp. The finished collection is thoughtfully designed, responsibly made, and effortlessly chic.

Shop Pratt Home Office Collection Visit Pratt @ www..pratt.edu
Visit Pratt Incubator @ incubator.pratt.edu

You can see more here: http://bit.ly/hUrZgv

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The Urban Consumer Experience: New York Reinvents Street Life

2010-12-01T20:15:00.001-05:00

If you haven't been in New York lately, imagine crazy-busy streets calmed down to a more human rhythm with some simple paint, street furniture and cooperation. On my last trip I was stunned at the difference these plazas made in the urban street experience. As a matter of fact, I was halfway through an email response before I realized that I was sitting in the middle of the street. I looked around, really studied it and ended up having a few very cordial conversations with my fellow loungers.

The parks serve as normal parks do—providing respite and relaxation, but because there embedded in the normal urban street fabric, they also serve as economic and social catalysts. During my lunchtime visit, most tables and chairs were filled with diners eating both brownbag and store-bought lunches from all over the area. I chatted with two people who use the park for a weekly catch up session because it was close to both of their offices and they got to pick up different lunches along the way.

The woman behind the city wide program is Janette Sadik-Khan featured in Esquire’s December 2010 Best & Brightest issue. I couldn’t agree more.

Posted via email from ConsumerX: cXChuck's Stuff

Converse Blank Canvas: Principles of Consumer Centricity #10: Write the Shared Story Together

2010-11-05T14:29:00.001-04:00

People have been doodling on and customizing their apparel for ever. Fashion dictates, in some circles, that you make it your own.

Converse is doing some pretty cool stuff. Chuck Taylors have been a wardrobe staple of rock n roll, youth and old guys like me for ever. In recent years they have really hit their stride and opened up their brand. (For a glimpse of what they’re doing click the link below —be sure to click “MUSIC”.)

Their Blank Canvas program which has been event based is popping up in Utrect Art Supply Stores. It’s such a simple and beautiful idea: plain white Chucks and the means to make them you own (with Molotow ONE4ALL Paint Markers). They’ve been doing this as event/promotion for years. Now they’re bringing it to retail.

Source: http://www.leyp.com/2009/08/lowlands-leyp-converse/

This is a perfect example of Principle #10 of the Principles of Consumer Centricity. Write the shared story of the brand & consumer together. Let your customer choose how to converse (that’s conVERSE, not CONverse) with the brand and allow the experience with the brand to be personalized and customized to develop deep emotional ties.

Converse Chuck Taylor: http://www.converse.com/#/

Utrect Art Supply Stores http://www.utrechtart.com/Brands/Converse-All-Star.cfm

See and download the full gallery on posterous

Posted via email from ConsumerX: cXChuck's Stuff

Dieter Rams' 10 Principles of Good Design

2010-11-03T16:35:00.001-04:00

I subscribe to a lot of stuff. It’s amazing how much one needs to know. I have always had an affinity for design. I love and respect what designers do. ConsumerX collaborates with designers everyday. Our consumer-centric strategy informs the design and execution of products and spaces and all the digital ways people interact with stores and brands.

So as I was reviewing my “intelligence inbox” this afternoon I came across this little item from a site called Charles & Marie http://bit.ly/9LSuCF . I have always loved Braun products and to see the AB1 available gave me pause. Even better is their sharing of Rams’ thoughts on good design. I had to share them too. Here’s an excerpt from their site. Thanks Charles & Marie.

The seventies, the decade when cars were too big, pants too wide and side burns too long. But also the decade of Braun, the design powerhouse led by Dieter Rams that created some of the most iconic pieces of consumer electronics ever designed. Unfortunately that design sensibility is long gone and since it was purchased by P&G it has joined the rank of many other dull consumer brands, churning out bland and dull design. Not ‘good design’ as Dieter Rams called it.

Ten principles defined Dieter Rams’ approach to “good design”: 

Good design is innovative 
Good design makes a product useful  
Good design is aesthetic  
Good design helps us to understand a product  
Good design is unobtrusive  
Good design is honest  
Good design is durable  
Good design is consequent to the last detail  
Good design is concerned with the environment  
Good design is as little design as possible  

Back to purity, back to simplicity In 1971 Braun introduced the AB1 Alarm Clock, designed to do what is required — keep accurate time and wake you up in the morning — no more no less. By adhering to design principles, Dieter Rams and Dietrich Lubs, created an icon of modern design.

For nearly 30 years Dieter Rams served as head of design for Braun until his retirement in 1998. He continues to be a legend in design circles and most recently designed a cover for Wallpaper* magazine. Many of his designs — clocks, coffee makers, calculators, radios, audio/visual equipment and office products — have found a permanent home at many museums over the world, including MoMA in New York.

Now the last batch of the AB1 was recently sold and we got our hands on a good chunk of them. If you want to get your hands on what is undoubtedly the most quintessential alarm clock ever designed before they are all gone – forever – then act fast, those won’t last long.

If you even remotely appreciate good design go buy one of these. But get in line behind me.

Posted via email from ConsumerX: cXChuck's Stuff

Was Kodak as Consumer-Centric as Don Draper Asked Them To Be?

2010-10-27T14:39:00.002-04:00

I finally got to see the first season of Mad Men. In season finale our (anti) hero Don Draper knocks their socks off with a complete re-think of what could have been a pedantic, feature-focused advertising campaign.

Kodak has a rich history of understanding and communicating its rational and emotional place in its customer’s lives. Was it their ad agency that first pointed this out? I’m sure the facts are not as dramatic and rich in poetry, but this my friends is one well-written and produced piece of entertainment. It works on so many levels, not the least of which serves to inspire professionals to be this passionate and engaged in our work. It’s worth another view.

Posted via email from ConsumerX: cXChuck's Stuff

Wondering about Wonderland

2010-10-21T12:15:00.002-04:00

The word “Wonderland” evokes many things. Alice comes to mind for most. I'm involved in a project here in central Ohio called Wonderland Columbus. It’s a not-for-profit (’m on the board) that is operating the building and programming.

Wonderland is a catalyst of economic and cultural development for the creative community. In the great tradition of things like KEXP (www.KEXP.org) it’s a place for the creative community to work, grow their businesses and for all to experience the results.

We are doing this in the old Wonder Bread factory in the Short North. The space will have artist studios and production space, a recording studio and rehearsal space, performance space, exhibition space, retail, restaurant and office space.

We are developing programming that will inform, enhance and encourage cross-disciplinary collaborations. We believe that working interdependently yields things none of us can imagine.

We have received up to $800,000 in federal and state historic tax credits, hired our executive director, Columbus College of Art & Design alum Adam Brouillette and established a solid board of directors.

This is and will be a multi-million dollar project that will be self-funded and self-sustaining. It is our business model. In order to make this a reality we are developing a diverse portfolio of revenue and funding streams.

For example, we are up for a Pepsi Refresh Grant of $250,000. That money will help with making the building what we need it to be. We need you to VOTE TWICE each day--online and via text. Go here now: http://www.refresheverything.com/wonderland .

To learn more about Wonderland go here: http://www.wonderlandcolumbus.com/ or http://www.facebook.com/#!/WonderlandColumbus .

Thanks for wondering about Wonderland.

Wonderland Food Cart Food Court

2010-10-21T11:30:00.001-04:00

<p>Wonderland Food Truck Food Court from Mike Beaumont on Vimeo.</p>

I heart Wonderland. Wonderland Columbus (www.WonderlandColumbus.com) is a mixed use place for the creative community to work and grow their businesses. It’s a place for all to gather to experience great stuff and meet up. Check out this video from SpaceJunk Media’s Mike Beaumont. It perfectly captures what we are building Wonderland to be.

Posted via email from ConsumerX: cXChuck's Stuff

The Customization Experience: Industrial Design in Everyone's Hands

2010-10-02T09:18:00.002-04:00

Frank Tyneski, vice president of design strategy and new product development for San Diego-based Skinit, admits to having "almost a perverse fascination with buying behavior...why people buy products and what draws them in." Tyneski is a superstar designer with an award-winning track record. He talks about the movement of design becoming a baseline expectation in consumer products and how important customization is to building the consumer’s experience with your brand.

Posted via email from ConsumerX: cXChuck's Stuff

Culture Junk: The Experience of AndrewAndrew

2010-09-29T21:42:00.002-04:00

The closing night of the Portland Institute of Contemporary Art’s Time Based Arts festival—TBA:10—featured iPad DJs AndrewAndrew. To call them DJs or even iPad DJs doesn’t begin to describe the experience. They crafted a crazy mix of social commentary, music from all over the spectrum and technology that wow’ed us.

These guys are smart, funny and pretty snappy dressers. Learn more about their multi-talented, multi-faceted lives here: http://www.andrewandrewdotcom.com/. Be sure to check out the iPad interface and the Neil Diamond and Beyonce cuts they use and of course the parallels they draw between 1970s German terrorism and the current state of the world.

It was the best time we’ve had in a long time.

(Special thanks to our friend Kim W who curated our weekend in Portland O.)

Posted via email from ConsumerX: cXChuck's Stuff

Introducing Culture Junk: Inspiration Anywhere

2010-09-11T12:05:00.001-04:00

Inspiration is up to you. Are you curious? Do you seek new ideas? How do you do that? Do you allow yourself to be inspired by things, places, experiences you wouldn’t normally engage in?

When ever I travel, I take lots of pictures (and now video). I refer these images to provoke memory. I do this for my clients in order to indicate and communicate strategic points or encourage action. While at some level it is a creative influence, it is more significantly, a specific tool that I use to deliver on my promises. I have tons of this stuff and I’ve compiled my first Culture Junk video.

The idea of Culture Junk is to collect and share inspiration and influence. From Anywhere.

Walking through Brooklyn, I saw and experienced lots of great stuff. I know there’s more, but this is what made it through. I hope you enjoy it.

Posted via email from ConsumerX: cXChuck's Stuff

Problem/Solution? No. Opportunities + Pathways? YES

2010-09-11T11:27:00.001-04:00

You may or may not be familiar with the idea of ‘open source’. Its one of those things (like design thinking) that came from somewhere else and is picked up and embraced. The trouble is that the original idea can be muddied or watered down.

Not to get too “meta-idea” but THAT IS the idea of open source. Concepts, structures, ideas are picked up and run with and made into something new. It is a fascinating cultural and psychological phenomenon.

In the article “Forking is a Feature” by Anil Dash http://bit.ly/9LY4PT we learn of the idea of developing many responses to particular situations. Linus Tovalds, in developing an open source operating system—dubbed Linux, not by Mr. Tovalds, but by its users—created what Dash believes is his most lasting legacy. That is plurality trumps duality. We are more and more, embracing and/both thinking rather than just either/or.

Dash’s opening point about Torvalds legacy it true, I believe. I know little of the world Mr. Torvalds has built, but the idea of open-source and the use of what comes of it pervades my world.

At ConsumerX we work with retailers and consumer products companies to build "culture" around their brands. The idea of "forking" (if I understand it correctly) makes a great deal of success in my work.

You see, much of my world has been consultants (designers, architects, advisors) like me developing a solution to a problem when the reality has been a that a complex situation warrants a set of responses, often times, each with a significant investment necessary to execute.

When we allow ourselves to be inspired by ideas such as open-source we develop structures akin to language. (And subsequently, grammar, and perhaps even poetry.) Just because the words are out there, don't mean nobody knows how to use 'em right.

So, yes the legacy is there. We see it today with the most sophisticated (big and small) companies being open with their culture (that means they need to nail down their purpose) and allowing their customers to make new things. Facebook is the best example of everyday people taking bits and pieces and making new value for themselves and those in their orbits.

This construct actually liberates us from the duality of problem/solution and gives us a plurality of opportunities/pathways. The trick is and always has been, deciding what to do then.

Posted via email from ConsumerX: cXChuck's Stuff

Observation vs. Inference

2010-08-30T21:03:00.001-04:00

There’s a lot we can learn from basic science. Be certain you know the difference between an observation and what you think it means.

Thanks to my eighth-grade daughter’s science class.

Posted via email from ConsumerX: cXChuck's Stuff

More Tech in Stores! Better Consumer Experience or More Clutter?

2010-08-27T11:46:00.001-04:00

Product. Price. People. Place. In that order.

Maybe it's the "Back To" season that's gotten me thinking this way, but let's look at the basics. Each purchase decision has it's own set of criteria; various points along the rational-emotional continuum.

Consumers don't like shopping in stores as much as they once did and that's a problem for retailers with most of their dollars invested in brick and mortar outlets. According to The Wall Street Journal, shopper satisfaction at retail stores is declining upwards of 15 percent a year, based on ongoing research by Interpublic Group (IPG) of more than 10,000 North American shoppers.

Why do we find in-store shopping increasingly dissatisfying? Because we are emotional beings and seldom is the shopping experience (In line OR online--online is mostly about procurement, after all.) engaging or compelling or lasting.

IF these technologies enhance the shopping experience AND help move more merchandise then they may make sense. Right now it seems like a lot more clutter and confusion.

Big Win: Sunglass Hut’s in-store/social media mash-up makes shopping fun and plays on the emotional drivers of the product.

I love contemplating the possibilities for company and consumer alike. One of my favorites to date is Sunglass Hut's in-store/social media mash-up. http://bit.ly/dcSidM

Is it moving more sunglasses? That remains to be seen.

More retail experts’ opinions at RetailWire: http://bit.ly/aVWzmO.

Posted via email from ConsumerX: cXChuck's Stuff

Sears & Kmart: Time to Clean Up the Subways

2010-08-27T11:06:00.002-04:00

Today’s RetailWire discussion is about Sears Holding’s hiring of David Friedman, most recently president-Americas at Razorfish, to run marketing at the company's Kmart and Sears units. While I don’t usually comment on breaking news here, the saga of Sears & Kmart is a significant American business story. Here’s a link to the original piece http://bit.ly/a64YvI.

Mr Friedman has a significant opportunity for innovation here. He needs to send clear and authentic signals that he's doing something compelling; "cleaning up the subways" from "The Tipping Point http://amzn.to/bPFcRz by Malcolm Gladwell.

While SH has a track record of rapid prototyping, it has shown little evidence of learning from and leveraging their innovation process (if you can call it a process-see above).

By now, we should have seen significant and relevant reasons to believe from MyGopher and Layaway or the multitude of store format, in-store web kiosk, or web experiments.

At the end of the day, it's about moving the merchandise. Have you shopped their stores or websites lately? Yikes. Have you bought anything? At all?

My advice: spend the first year shopping the stores (in line and online), getting to know the customers and staff and explore what has worked and what hasn't. Then throw it all away and develop fresh new reasons for us to pay attention again.

Experience Audit: PacSun BTS 2010

2010-08-25T17:20:00.004-04:00

PacSun
Tuttle Mall Columbus Ohio
August 24, 2010

While it seems no two of their stores are alike, they seem to have gotten away from the racks and racks approach and matured into a real specialty shop. Hurley, Billabong, Roxy, Zoo York all have their own brand presence but work well together. A refreshing alternative to the others in this category.

http://shop.pacsun.com/brands/ (Sorry, no video, we were too busy shopping!)

Product: Well mixed range of brands. Nice balance of trend and basic pieces.
Price: Higher than competitors, but quality of brands and BOGO offers made it ok somehow.
Place: Sophisticated California modern. The store design is mature and authentic without it being contrived.
People: Eager to engage and help; asked, listened and directed. Attentive without being hover-y. Fun, nice, accessible. Very on-brand while still attending to shopping needs—selection and speedy checkout.

Experience: Loved it. Key pieces from Pac Sun made into the First Day of School Ensemble (caps intentional)

Experience Audit: American Eagle BTS 2010

2010-08-25T17:12:00.005-04:00

American Eagle
Tuttle Mall Columbus Ohio
August 24, 2010

American Eagle, the also-ran that came out of the teen-apparel outdoor wars of finds its own voice in the new normal. The place was abuzz.

Product: Nice assortment; deep, not too broad.
Price: Thoughful pricing with engaging promos.
Place: Energetic without being off-putting; “College Radio” with accompanying video support deepened the experience. Who can resist Salt-n-Peppa’s Push It?
People: Nice enough, but didn’t really help with selection or purchase, lots of maintenance and discussions about schedules.

Experience: Found some good stuff and enjoyed our time there.

Experience Audit: H&M BTS 2010

2010-08-25T17:08:00.006-04:00

H&M
Tuttle Mall Columbus Ohio
August 24, 2010

Product: Rather ordinary, a bit of fashion.
Price: On the mark.
Place: Devoid of interest or even branding.
People: Didn't engage.

Experience: Left us flat.

What is Your Favorite New York City Experience?

2010-08-16T09:19:00.001-04:00

What’s your favorite New York experience? I’m always on the lookout for those really great, off-the-grid experiences that haven’t made it to the “it” lists yet. Be it retail, dining, hospitality, cultural what is memorable for you? What’s the first thing that comes to mind?

I still love the energy of 5^th Avenue and Times Square, and a friend recently reminded me of the fun of Canal Street, but Matise’s “The Dance (1)” at MoMA (http://bit.ly/96OzCk) and Cucina Di Pesce http://bit.ly/aQw7Nx both hold very special memories.

See and download the full gallery on posterous

Posted via email from ConsumerX: cXChuck's Stuff

The Double Bottom Line: "Unbanked" Consumer Experience worth $106 Billion

2010-07-27T10:54:00.003-04:00

In one of the best retail-izations of a marketplace opportunity I’ve seen in a long, long time, mPower Labs Inc. of Austin Texas debuts the Mango Money Center. According to the Brookings Institute, one fourth of American households are “unbanked”. These consumers do not use traditional deposit accounts at traditional banks. The market amounts to an estimated $106 billion.

I was fortunate to work with mPower Labs on the initial consumer experience strategy and concept designs for the first store. We worked with their very dedicated team to understand the opportunity and embed the key consumer drivers in the design of the experience. The idea of the “double bottom line” permeated everything we did. The double bottom line posits that in addition to creating new financial value, a company can—and should—create new social value. When executed properly the two are interdependent and make each other grow.

Early concepts developed under contract with Fitch.

We came to understand the distrust the unbanked have for the financial system, mostly because their experiences have been riddled with inflated fees and prison-like architecture. They have been treated poorly and mPower Labs set out to create an ideal experience for these people while making a healthy profit over time.

We found when these consumers felt a company was loyal to them, they stayed loyal to the company. We looked at world-class retailers to benchmark the elements that signaled to the consumer that Mango respects them as much as Apple or Starbucks does their customers. We shopped and spent time in the places they did in order to develop the right sense of place.

The main idea of the engagement strategy was to encourage Mango customers to “Learn, Do, Be”. This emphasized the prime directive of consumer-centricity: shared responsibility. The experience of the brand across all the touchpoints needs to create pathways to possibilities by providing transparency, education and empowered self-service in a safe, community-dependent environment.

Mango is the brainchild of mPower Labs led by Roy and Bertrand Sosa who founded NetSpend, Inc, one of the first reloadable debit card providers. You can hear about Mango and their approach in their own words in this clip.

Mango reportedly plans to open more stores in Austin and then expand to every major U.S. city within three years.

Victoria's Secret to Offer Halloween Range.

2010-07-15T10:26:00.002-04:00

Would you go to a Halloween party full of sparkle and angel wings? While I’m sure there are plenty that happen every year, Victoria’s Secret would like you to buy your costume from them this year. Tim Feran of The Columbus Dispatch asked me to comment on Victoria’s Secret’s recently announced move.
Halloween isn't just for kids anymore and Victoria's Secret is looking to get in on the fun with a line of costumes for the holiday season.
As a Columbus Dispatch piece points out, Victoria's Secret will be following costume shops, Frederick's of Hollywood, Playboy and others in getting in on a big business opportunity.
"Halloween has become much more of a grown-up activity and there are all sorts of merchandise product opportunities," Chuck Palmer, owner of Consumer X Retail and RetailWire BrainTrust panelist, told the Dispatch. "I'm not surprised Victoria's Secret would want a piece of that."
Numbers from the National Retail Federation show sales of costumes to adults and older teenagers began growing in 2005 until being hit by the Great Recession. Young adults spent just under $70 per person on Halloween last year versus $80 in 2008.
Victoria's Secret has not provided details on what its Halloween line will look like, but Mr. Palmer expects they'll avoid getting too risque.
"They'll probably be more fantasy-oriented, like you see in the runway show, and maybe play off the angel wings," he said.
I think it's interesting that the product will be in all channels. When Tim Feran of the Dispatch asked me to comment, his info pointed to just the direct channels--web and catalog. Having it in the stores adds a different dimension.
We all know consumer behavior is different in-store than it is online. I'll be interested to see how they present this in ads, promos, visual display and online.
And, yes, I'd go to that party.

The Lux Consumer is in for a Whole New Experience: Amazon Plans Haute Couture Takeover

2010-06-27T23:53:00.001-04:00

Original Discussion: Amazon Plans Haute Couture Takeover - Retail News. http://bit.ly/cV0ON8 cX: Luxury's Savior?

Why haven’t Bergdorf Goodman, Harrod’s or Barney’s done this? The buyers of these and other globally respected stores have deep and abiding relationships with the best fashion houses. Why hasn’t one of them emerged as the leader in luxury online?

The reason they have not taken advantage of the Web's reach and ability to deliver robust (even yet-to-be imagined) shopping experiences is two-fold: the luxury market thinks of online retailing as the place for remainder merchandise and secondary and tertiary labels (mass appeal=sales volume). The second reason is their best customers have not been there. At least that's what they thought.

As sales shrink and "traditional" retailers reconsider their sku volume, luxury brands are suddenly seeing the Web in a new light.

Amazon's opportunity here is exactly what it was with books; consolidate a fragmented business by creating value for brands and consumers alike. After all, this is what Bergdorf's, Harrod's and Barney's does.

Amazon's challenge will be to learn about personality and creating emotional connections (ala Zappos) with their customers. The best luxury buyers and sales people know the value of a customer over time.

Selling on the Web is still about procurement. While sites like Yoox and Net-a-Porter carry big names (the Gilt models is still about consumer manipulation), they are still showing lifeless stills of dis-embodied apparel and accessories, most of it off-season.

Take Balenciaga for example. On Yoox, most of the product is marked down and on Net-a-Porter there are only a few accessory items. Stella McCartney on the Harrod's site is only about intimates and the highest price point is only 230 Pounds. If I were at Harrod's store in person, odds are I would have much greater choice of Ms. McCartney's products and they wouldn't have to ship it for free.

Amazon gets the numbers. (I won't even start on SEO) Now they have to get the consumer. At the end of the day, it's about moving the merchandise. Will they figure it out? Mr. Bezos didn't spend all that time with Target for naught.

From RetailWire

Original Discussion: Amazon Plans Haute Couture Takeover - Retail News. http://bit.ly/cV0ON8 cX: Luxury's Savior?

Amazon.com is looking to go upscale with its clothing and shoe business, staging a relaunch that has its sites set on "rivals such as Yoox and Net-A-Porter," according to a Financial Times report.

The e-tailer is recruiting software engineering talent to help it develop "great new features to change the way people shop for clothing." As it has done in other categories, Amazon is looking to set the standard by which consumers judge all others in the space.

The push by Amazon comes on the heels of the eBay Fashion (fashion.ebay.com) launch in early April. That site is looking to build on the traditional eBay approach by adding an online mall of top retailers, such as Brooks Brothers and Lord & Taylor, as well as offering flash sales.

Fashion sales at eBay in 2009 have been estimated at somewhere between $5.5 billion and $7.1 billion. Scot Wingo, chief executive of ChannelAdvisor, said Amazon's clothing, accessory and shoe sales are in the $6 billion to $8 billion range.

Amazon has apparently taken some of the tricks of its Zappos business and made them its own. The company is now offering free returns on all U.S. clothing orders over $25.

It is also looking to provide a more sophisticated visual experience with expanded viewing options and color variations that it began using in its denim store during last year's Christmas selling season.

See and download the full gallery on posterous

Posted via email from ConsumerX: cXChuck's Stuff

US Retail Abroad: Is the Consumer Experience Different? Should It Be?

2010-06-21T16:33:00.002-04:00

When I travel, I always seek out the best retail in a place. Usually it’s a brand or a format, hotel or bistro I’m not familiar with that makes the biggest impression. So I was surprised and not surprised back in 1994 during my honeymoon trip to Paris to discover a Gap outpost at Galleries Lafayette. (Much to my new wife’s chagrin, we spent probably a bit too much time “auditing stores”.) That was the Gap’s first foray into international markets; today they have more than 500 company-owned and franchised stores outside of the United States.

The place I bought my khakis and t-shirts at Galleries Lafayette?? Of course, to the tourist and occasional Parisian consumer, the Gap was interesting. I still have the classic black sweater I purchased that day.

Today, retailers from abroad like H&M, Zara, or Uniqlo are seeing the US as a ripe market for expansion. (Take a look at those stores’ Web sites—tell me if you think their product is truly unique.) U.S. retailers having saturated their home markets are doing the same thing—looking to the emerging middle classes of countries around the world for growth.

Partnering for Retail Expansion
I was recently asked to comment on a story for Business First about US retail brands expanding abroad, specifically in the Mid-East. The story by Dan Eaton points out that U.S. retail brands Payless shoes, Office Depot and Starbucks partner with companies like M.H. Alshaya Co. to make that happen. In that piece, Colin O’Kane, an executive from Alshaya, says, “A customer who has shopped at a store in the U.S. should feel at home in one of the stores we operate.”

I hope they aren’t relying on customers who have shopped U.S. outlets of these brands. Talk about niche marketing. Yikes. (Of course he wasn’t; I believe his point was about the appearance and operation of the stores.)

Will that be enough to sustain growth? What about the long-term prospects of the business on the ground? Fueled by encouraging numbers from competitors and online sales, some retailers are reporting up to 20% of their online sales are coming from non-U.S. markets, brands are very motivated to find the right market entry strategies.

Here in the U.S. we are in a “’post-brand” environment where we need to have constant dialog and build deep connections with our customers. The brand stance alone no longer is enough for customers here.

Is cultural relevancy relevant?
Are these brands banking on their novelty alone? It’s hard to argue with what appears to be pent up demand for well-known U.S. brands like Abercrombie & Fitch.

Take a look at this video. It doesn’t need to be translated to understand that A&F did a good job on opening day. Critics have pointed out that the Japanese consumer culture is not as overtly sexualized as A&F is comfortable with in Western markets. Did they offend? Did it hurt them? Most likely not. They have enough brand equity to be themselves—for now.

But what of the lesser brands? When Tesco entered the U.S. with their Fresh & Easy brand they found a niche between grocery and convenience to exploit—a unique and possibly a defendable position. They are constantly tweaking it for American markets. How will Tween Brands’ Justice fare in Dubai? How much will they have to understand the local culture to make the product, environments and staff relevant?

The merchant and its partners must understand consumers and markets as they balance maintaining a brand image amid the dynamics of a new and foreign marketplace. Companies like Alshaya give retailers “someone on the ground” who has that market knowledge and can manage the business day to day and at less expense than if the retailer staffed and ran the stores itself.

Each Brand Deserves a Unique Strategy
International influences have always been a part of retail. The fresh, new, exotic are what drive attention and desire. The first department stores of London and Paris shaped the great emporiums here in the U.S. It was the buyer’s imperative to go out and find the most unique and interesting product—still is.

It needs to be said that among the many ways to expand internationally, each brand does it differently. Whether it is Galleries Lafayette, Collette, franchising, licensing or some combination of the above, there are many ways to expand globally. Companies like Alshaya understand middle-market specialty—mostly apparel—brands and their relevancy to the consumers already shopping there. Al Tayer Insignia understands luxury brands and thus has been tapped by Macy’s to help launch their first international store, Bloomingdales in Dubai. Walmart is pressuring the U.S. government to help change the laws in India preventing it from selling directly to consumers. Will Kroger or Target pop up in Tesco’s back yard? Probably not anytime soon.

Relevant links

Original Business First article: bit.ly/cF0MDe

A&F in Japan:

U.S. Grocer Chains Eschew International Development http://supermarketnews.com/viewpoints/us-chains-home-growth-0531/

Retail - All Abroad: U.S. Retailers Set Sights Overseas - CNBC http://bit.ly/amiu3j

Industry Statistics - Even without Web sites customized for foreign markets, global sales are rising - Internet Retailer http://bit.ly/dbQSOH

US retailers, unsure about home, should look abroad - Reuters - http://bit.ly/dqXevw

A&F Canada, Europe, Asia: http://en.wikipedia.org/wiki/Abercrombie_&_Fitch#Expansion_campaign

Walmart's Huge Overseas Expansion Distracts From Its Domestic Saturation Problem http://blogs.bnet.com/business-news/?p=1191&tag=col1;post-2452

See and download the full gallery on posterous

Posted via email from ConsumerX: cXChuck's Stuff

Consumer Experience Always Matters

2010-05-31T12:48:00.001-04:00

Sometimes we get caught up—caught up in our busy lives, in our desire to solve problems or to take advantage of opportunities. Stepping back and taking perspective is good, doing it on a regular and productive basis is tough. It’s interesting what jolts you out of your focus.

Recently I was organizing our archives (read: moving old piles of stuff around to get to the stuff we needed to get rid of) and came across a piece I wrote in 1995 for a newsletter for the retail design firm I worked for at the time. I nostalgically read through this and a few others, fully expecting to be embarrassed and shove them back in the box. I was delighted to see, while dated—remember Incredible Universe?—the core ideas are still relevant (while the writing is a bit

clunky).

We have a different perspective on what’s important now, but in the end, it’s the experience that matters. Read below and let me know what you think.

Remember Incredible Universe? Customers had to be members—it was complicated and we stayed away in droves.

As we enter the last half of the last decade of the present millennium, how can we not look forward? Much has been written, spoken, and videoed and typed about entertainment retail. At the root of this is something that has been true from the beginning: the buying public wants to be engaged. They want to be wow-ed. Even when buying trends ebb and flow from value pricing to the highest levels of customer service or one-stop convenience, there is a common thread: engagement.

The customer wants to be engaged in the activity. At one time it was the stained glass or mosaic domes of the grand palaces of retail, then it became the convenient suburban mall that soon offered the budge basement and good costume jewelry that captured the consumers’ imagination and wallet.

Then advent of specialty retailing illustrated what the customer was looking for: an engaging environment where the merchandise was of high quality and service was impeccable. (Meanwhile, department stores were struggling to find direction.) Next came the warehouse clubs, hypermarkets, superstores and category killers; customers sacrificed environment for another kind of engagement: the perception of dirt-cheap prices. During the 80s hangover that was the recession-ridden early 90s, who didn’t hear a story about buying a case of paper towels for $5.48 or a 5lb. box of pasta for $3.28 (and those were prices before the member discount!)?

As our population ages and becomes more marketing savvy, the challenge to retrial is to five the consumer a substantial experience. This takes the idea of value-added to the next level. The value added in this case is that of a transaction that results in the consumer feeling better than they did before they walked into your store. This is not all that new; it is just being applied in a different way.

Well, here we are and now the superstores are taking a cue from the specialty stores. Galyan’s Trading Company and Incredible Universe both use product and presentation elements to engage their customer. The climbing wall and new tech showcase invite customers to participate in the store environment. Not just be entertained by it.

So, now we have 100,000 square foot stores with ambience, quality merchandise and service. Sounds like the palaces of a century ago. You see, the customer hasn’t changed; they are just a bit more focused.

Ok, it was a bit amateurish, but as I look back, the cycles are there, almost predictable, but I think what’s most important is that even when hit with BIG recessions, we all still want to be engaged.

Posted via email from ConsumerX: cXChuck's Stuff

Online Customer Reviews Becoming Bigger Purchase Driver

2010-05-03T17:16:00.001-04:00

According to a new survey from e-tailing group and PowerReviews, online shoppers are taking more time to read customer reviews before making purchase decisions. They are also reading more reviews to gain confidence.

Of the 1,000 respondents, 64 percent of the online shoppers spend 10+ minutes reading reviews, compared with 50 percent who did so in 2007, according to marketingprofs.com. Thirty-nine percent said they read eight or more reviews to be confident in judging a product (vs. 22 percent in 2007) and 12 percent say they read 16+ reviews (vs. five percent in 2007).

Overall, 64 percent said they consistently read online reviews prior to making product purchase decisions. When asked what website capabilities or features most influence product selection and purchase decisions, customer reviews and product ratings was the top selected answer (72 percent). That was closely followed by customer service information (69 percent), third-party buying category guides and expert opinions (64 percent). Top-rated product lists, as rated by customers, were named by 60 percent.

MY COMMENTARY:
The role of third-party opinion in human decision-making is very important. That importance increases as the gravity of the decision increases. Interestingly, it is human nature to work through levels of investigation and then seek opinion to--consciously or unconsciously--confirm what has more or less been decided.

I can find opinions about Sunday brunch spots and laptop computers. How far will I go before I make an actual purchase? That depends on a variety of values and situational attributes. Is brunch with my mom and family or is it a cure for a hangover with my buddies? Is the laptop for client presentations or gaming at home? Did I get drunk with my mom and clients while presenting on my laptop?

Seriously, my point here is that we as consumers have more purchasing confidence today than any other time in history because we have access to this information. It is incumbent on us marketers to provide as many credible and authentic ways as possible for consumers to find and use the information in the way they see fit. At the end of the day, if the offer is not competitive, it won't sell. Now, the speed to that conclusion is ever increasing.

Read the original post here: http://bit.ly/aF2zYU

Posted via email from ConsumerX: cXChuck's Stuff

Brand Dilution: When the Wrong Saks Comes to Town

2010-05-03T17:09:00.001-04:00

Yes, when the wrong Saks comes to town, Saks dilutes its brand.

FROM RETAILWIRE:
Some retailers at the Bridgeport Village fashion lifestyle center in Portland, Oregon, were happy to hear about a Saks coming to their complex but were caught off guard when they realized it was actually the luxury retailer's Off 5th discount concept.

The 28,000-square foot location, opening in September, will be the chain's 12th "in a new 'luxury in a loft' design that aims for a modern and -- without aisles -- open feel," according to an article in The Oregonian.

Fred Bruning, chief executive of CenterCal Properties, which owns Bridgeport, told the paper that the concept looks like a mini department store. Jewelry departments are similar to Saks' full-price locations; with one Off 5th store he toured selling a $20,000 piece.

"We feel this will really fill a retail gap that exists here in Oregon," said Mr. Bruning.

About 20 percent of the Off 5th merchandise is from full-price stores, another 20 percent is private label, and the remainder is especially made for the store.

"We work with brands that you would find in other luxury retailers, whether Saks or Nordstrom or Neiman Marcus. We just work with them to create a value product," Robert Wallstrom, president of Off 5th, told the Oregonian.

The 500,000 square foot open-air center is located in one of the Portland metropolitan area's most affluent areas. Tenants include the Apple Store, Container Store, Crate & Barrel, Tommy Bahama, BCBGMAXAZRIA, J. Crew, Banana Republic, MAC Cosmetics and Ann Taylor Loft. It also includes restaurants such as California Pizza Kitchen and P.F. Chang's as well as the largest Regal Cinema in the state. The move comes as Saks just announced plans to close its full-price store in downtown Portland.

MY COMMENTARY:
I think it is an exciting prospect for the luxury department stores to be developing brand extensions. If that is, in fact, what they are doing.

It is not.

Unfortunately what's really happening here is forcing old formats into new places. AND on the heels of announcing the close of their “full-price” store. This is considered strategic?

Consumers today know and understand the game. They realize that a small percentage--in this case 20%--of product is actually "off price." Will consumers accept and buy from these stores in lifestyle centers? Probably. They will be driven by price, not brand experience.

Easton in Columbus, Ohio was mentioned above. My gut tells me the we won't see an "off price" brand there. The managers of Easton are much better editors than that. (Puma, Lacoste, Burberry are the latest additions.)

My advice is to look at proper brand extensions such as Barney's Co-Op. While not an "off-pricer," it gives Barney's new and different relevancy in different centers, appealing to different customers. Consumers get the halo effect of the master brand, but it's accessible in their neighborhoods, more on their terms.

Saks et al should be re-inventing these operations for the new normal and to complement and enhance their core brands.

Check out Off 5th here: http://bit.ly/9xKifr

Read the original post here: http://bit.ly/cAiCk7

Posted via email from ConsumerX: cXChuck's Stuff

Women Will Swap Personal Information for Personal Attention?

2010-05-03T16:56:00.001-04:00

I say it’s not that simple.

FROM RETAILWIRE:
Some of the 1,800 women participating in a survey by Q Interactive may have taken to heart the catch-phrase from a commercial that's frequently heard on British television - "Because you’re worth it." How open are women to targeted online ads?

According to the survey, 65 percent of the participants were delighted at receiving targeted online ads, exclaiming "Cool! How did they know I wanted this?" Of those surveyed 88 percent "wish brands they trust sent them more tailored offers."

But what they particularly appreciated was receiving gifts to show they are appreciated. To build an online relationship with women, brands need to "give me something" according to 58 percent of women; "get to know me better first" for over 19 percent; and "tell me something valuable" for over 17 percent.

MY COMMENTARY:
I'm not convinced that women (or men for that matter) differentiate their acceptance of online vs. other media messages as much as, say, an interactive agency might think. (Of course, that 1800 subject sample was probably skewed toward heavy internet users.)

The quid pro quo of "giving something" is simply a barrier to entry for this level of engagement. We need to not only get their attention, but the product/service must meet or exceed expectations AND if we want to maintain an ongoing relationship, it needs to be compelling and relevant over time.

Studies have shown that multi-faceted programs of engagement work best--tailor direct communication through a variety of channels and perhaps let your customer choose which way to engage your brand. That deepens the relationship even further.

Read the original post here: http://bit.ly/9k31nO

Posted via email from ConsumerX: cXChuck's Stuff

Great Experience: Palindromic Poetry?

2010-04-28T12:05:00.001-04:00

For those who may doubt the next or any generation, please take a moment to watch this. It was a winning video in a contest sponsored by AARP asking twenty-somethings where they think they’ll be at 50. It is simple, modern and brilliant.

Posted via email from ConsumerX: cXChuck's Stuff

Retail Banking. A Watershed Moment?

2010-04-20T13:56:00.001-04:00

Banks have struggled with relevancy for a long time. Since the advent of telephone banking, the physical bank branch has had an identity crisis. There have been some interesting experiments over the years—combining with other “errand services” such as dry cleaning and coffee; break down of teller/customer barrier, presenting the bank as a point of community (see Umpqua below) etc.

And there have been offers. Lots offers.

From consumers’ perspectives, it all just seems like a lot of promotional noise. If an incentive to open a new account or a make a referral is acted upon, it seems it is a short term engagement, given that a new, more enticing offer will come down the path. Consumers don’t switch banks the way the do coffee shops, but what is really going on here?

We are at a watershed moment; as we define a new economic normal, banks have a truly unique opportunity to reestablish themselves in the lives of their best customers.

Banks Standing Out

I recently asked people in my networks about their best banking experiences. (Thanks Jeff, Melissa, Emily, Nikole et al.) There is a great deal of indifference out there. Much of what banks offer is basic and is simply dressed up with promotions and advertising. There seems to be very little product innovation, so when USAA and Bank of America and Umpqua (see below) get some nods on these fronts, they really stand out.

Money is an emotional thing. What are these banks doing to elicit such enthusiasm?

“USAA! USAA! USAA!! It's the bank for Active Duty Military Members, Veterans and their families. Is your Dad a Veteran? If so you too can reap the benefits.”

“….for those of us lucky enough to be members, no one beats USAA, and they don't even have any brick and motor branches.”

“Chuck, they do lots of good things, excellent customer service and innovation like "deposit @home" - scan a check with your computer and deposit it. No fees, ATM charge refunds. Whenever I've needed a loan or to transfer money around it's always just a quick phone call or a few clicks.”

“Umpqua Bank is fantastic.”

Yes, this is a bank. Umpqua. A point of community building.

We can see evidence of the Principles of Consumer Centricity http://bit.ly/9DbM7j in the reactions of the people above. We see connections made between the brand and the customer based on deep knowledge and authenticity. Consumers like good ideas that make sense, such as “deposit@home” and reassurances along the way that the Bank of America ATM experience video shows.

Bank of America ATM Experience

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To paraphrase, Now is the time for all good banks to come to the aid of their customers.

So, tell me about what your best banking experience.

Posted via email from ConsumerX: cXChuck's Stuff

My cX: Hyatt Place, Atlanta Georgia

2010-04-06T12:49:00.001-04:00

(Another in an occasional series of my consumer experiences, or “My cX”. More to come.)

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On a recent trip, I had the opportunity to experience a Hyatt Place for the first time. I found it to be a very nice experience. What really stood out for me, beyond the fresh design, were the obviously well-trained staff and the thoughtfulness of the amenities.

Part of what we do at ConsumerX is deconstruct experiences in order to understand them and use that insight to develop new, idealized experiences. We use our cX Framework ™ as our guide (more on the cX Framework ™ in a future post), which is based on the oft-used customer journey idea, but pushes it to yield implications for user, brand and any other entity along the value chain.

Given I was in Atlanta to do a series of experience audits, I couldn’t help but view the Hyatt Place property through the cX lens. Take a look at the video, it’s a bit rough (NOT a videographer here) and see what you think. I was impressed with the environmental design and the thoughtfulness behind the layout of the rooms, the food service and the staff was appropriately friendly. I had the distinct impression that they cared and were eager to make my experience there just what I wanted it to be.

Posted via email from ConsumerX: cXChuck's Stuff

Something Beautiful Happens...

2010-04-03T11:17:00.001-04:00

Something beautiful happens on Saturday mornings at The Columbus College of Art & Design (CCAD), here in Columbus Ohio. Kids from all over the region from grades 1 through high school learn about art, design and creativity in their Saturday Morning Art Classes (SMAC)

My daughter has been taking classes here for several years and she uses this part of her education all the time. I’m confident that it helps her in math, science, music and social development. She has explored a myriad of subjects—from the fundamentals of drawing and landscape design and Photoshop to the development of a fantasy character and bringing it to life through illustration and sculpture. I love seeing what she does with these experiences and I can’t wait to see where she takes it.

Here’s a bit from the CCAD page about SMAC

“CCAD has provided quality arts education for tens of thousands of Central Ohio children since 1880. More than 1,200 children each year participate in CCAD’s Saturday Morning Art Classes and Creative Summer Workshops. Not all of the young people who take art classes go on to become the next great painter or designer but they do take with them the long-lasting benefits of arts education.”

Learn more about CCAD at www.CCAD.edu or about Saturday Morning Art Classes (SMAC) here http://bit.ly/aJDooK.

Posted via email from ConsumerX: cXChuck's Stuff

Idealized Experience: Biking LA's Empty Streets

2010-04-01T22:12:00.001-04:00

<p>WOLFPACK HUSTLE: LA MARATHON CRASH RACE from Warren Kommers on Vimeo.</p>

A Facebook friend posted this video of a very unique and ideal experience. It’s the morning of the LA Marathon and 26 miles of LA streets are blocked off and empty. Bicyclists spread the word and at 4:00 am thousands show up to bike the course—a once a year, very unique opportunity.

The video is nicely shot and a bit of visual poetry. Check it out.

Thanks Lee!

Posted via email from ConsumerX: cXChuck's Stuff

The Principles of Consumer Centricity

2010-02-22T09:59:00.002-05:00

Over the course of a career as a merchant (at retailers Crate & Barrel and Macy*s—Executive Training Program class of Fall 1989) and consultant to retailers and brands, I have come to know a great deal about consumer behavior. How and why we buy has always been fascinating. As a kid, helping out my father in his corner store here in Columbus, Ohio, I learned the fundamentals of service and operations. See my post Channeling Mom & Pop.

I have been fortunate to work with very smart, talented clients, fellow strategists and designers from every discipline. Throughout this body of work, I have seen patterns and core ideas that I have distilled into “The Principles of Consumer Centricity”. They act as our guiding principles as we work with our clients.

At ConsumerX (cX) we apply them to retailers and consumer brand marketers, but the principles apply to most endeavors that involve people and money. A wise woman—my wife—once said, “Everything is retail, isn’t it?”

Take a look and let us know what you think. Look for posts about each one and the rules and tools we use at ConsumerX.

The Principles of Consumer-Centricity

The Prime Directive: Create SHARED RESPONSIBILITY with the consumer.

INTERNAL

Principle No. 1: Know Your BEST Customers. Fire the bad ones.

Build business around consumer segments not around products or operations.

Principle No. 2: Keep it FRESH

Link offerings with strategic partners to add value and maintain an ongoing conversation

Principle No. 3: Align everything around the IDEAL EXPERIENCE

Connect internal processes to focus on consumer experience

Principle No. 4: COLLABORATE across functional areas

Always ask how new ideas and opportunities benefit the consumer

Principle No. 5: Create DIRECT RESPONSIBILITY to consumers for all staff

Motivate and reward based on consumer behavior

EXTERNAL
Principle No. 6: Know THEIR story

Develop customer relationships based on DEEP INSIGHTS into their needs and lifetime value.

Principle No. 7: Know YOUR story

Speak to, listen and respond in CONSUMER LANGUAGE (informed by brand stance)

Principle No. 8: Tell THE story

Create consistency across all consumer touch points.

Principle No. 9: Let them IN on the story

Respect & learn from their intelligence: make actions TRANSPARENT and VISIBLE to consumers

Principle No. 10: Write the SHARED story together

Be where they are: Let your customer CHOOSE how to converse with the brand

Allow experience (with the brand) to be personalized and customized to develop emotional connections

Domino's Pizza Turnaround? Maybe. Probably not.

2010-02-15T11:25:00.002-05:00

Friday is Pizza & Movie night at our house. It’s our family time and we’ve been doing it for years. We try to find a movie we can all enjoy and a pizza we can all agree on. Not always an easy task. This time around I wanted to try Domino’s; their “Pizza Turnaround” campaign (see my compare/contrast blog post here: http://bit.ly/cg1oSk) had caught not only mine, but my kids interest. They noticed how different the ads were, in that the brand was saying some not-so-nice things about itself. Kids. Pretty bright, as it turns out.

Online Ordering

So I thought I’d try out their online ordering system and compare it with how I typically order a pizza, on the phone. Comparatively it’s a much more robust, albeit time consuming experience. On the phone, you have a preconceived idea—mostly from preference and perhaps from suggestions made in advertising media—about what you want. Same goes for online ordering, but the visual cues allow for a bit of configuration play with crusts, sauces, toppings. Being a normal person, I started with the coupon offers to see if any of them fit with what we wanted. There it was: two large pizzas and a 2 liter of soda for $19.99. Given the idea of a pizza we can all agree on, we wanted one for the kids and one for the grown-ups.

The trip from the coupon to the pizza configurator was wonky. The interface used confusing language, so I didn’t know how to tell it that I wanted double cheese on one, mushrooms on the other and Diet Coke to drink. I hesitantly clicked what I thought was the right button, and whew, it was.

The experience of building my pizzas was kind of fun (not thrilling, just kinda). For example, when I ordered double cheese, a prompt came up letting me know that the reason I couldn’t see the extra cheese on the pizza (a limitation of the visual database, I imagine), was because the extra cheese was layered below the top layer. That was a nice moment of reassurance and thoughtfulness. It reinforced the promise in the “Pizza Turnaround” campaign that Domino’s is different now.

Once the order was complete, I got a nifty order tracker that tells me when the pizzas went into the oven and when they will be ready for pick up. It's very interesting; I found out at pick up (no Domino’s near my house) that there is actually a Cory, and he made and boxed my pizzas. I like the idea of the real-time tracker, although it made me feel like I was tied to my computer screen. If it were delivery, I could see how reassuring it could be.

The Pick Up

The closest Domino’s is on busy High Street near The Ohio State University campus. On my way over, I checked my email (at a red light—don’t drive distracted) and saw that I got a confirmation of my order spelling out all the details in a mobile-friendly format. Nice.

I found a parking spot on the street, jumped some giant snow piles and dashed in (the parking spot wasn’t exactly sanctioned by the city of Columbus). Yikes. There was a bit of a line and at the front was a smallish woman with twenty pizzas piled on the counter in front of her. This was going to take longer than I thought.

It didn’t take that long. The staff was courteous and efficient; this of course is a high volume location and it has to work like a well-oiled machine. Further reinforcement of the turnaround promise. I told the staffer that I had ordered online, she immediately grabbed my order and started ringing me up. I didn’t have to present the coupon and since I opted to give the online system my card number, it was ready to go. I asked her if there really was a Cory, she smiled and said yes. She pointed him out and I thanked him for making my pizzas. He grinned (it might have been pride in his work or a way to get this nut-job-who-knows-my-name out of the store, I’m not sure which).

Make It Yummy

In my family, it’s the driver’s prerogative to taste the pizza on the way home. It’s really about quality control. Really. I was hungry. First bite. Not bad.

Once home, we settled in to watch the opening ceremonies of the 2010 Winter Olympic games. As we’re munching on the pizzas and discussing our dinner, the consensus was resoundingly neutral. It was ok, but there’s better pizza out there.

So yes, it doesn’t taste like cardboard anymore, but it doesn’t really taste like pizza either. It seems that Domino’s is pitting itself against its biggest competitors and shooting for parity. If this is the case, they have achieved their goal: they have moved beyond pizza that consumers openly mock to pizza that is as ordinary as the next huge national chain. So what?

I’m sure they and their marketing agencies have worked very hard to realign their operations and build compelling stories, but at the end of the day, they may be disappointing these new and returning customers by giving them what they expect from Pizza Hut and Papa Johns. Will the cool order tracker or the courteous staff get me to go back? No. Those things are vital to the experience. They are expected. (It’s still easier to call on the phone.)

Those things don’t make the pizza yummy.

Our Favorites

This week we're back to our local favorites here in Grandview Heights Grandad's http://bit.ly/dkcZD5, Rotolo's http://www.rotolospizza.com and Cow Town http://www.cowtownpizza.com .

Let Me Know What You Think

I invite you to give it a try. Start your customer journey here: http://www.dominos.com/home/index.jsp. I’d love to hear about your experience with Domino’s Pizza Turnaround.

©2010 Consumer Experience Design. All rights reserved.

Olympic Design

2010-02-14T00:04:00.001-05:00

Watching the Winter Olympics with the family. I've always been fascinated with the comprehensive execution of Olympic aesthetics. I thought it interesting that the visual standards book and lots of info about how the team developed the graphics. Here's an interesting link: http://www.canadiandesignresource.ca/officialgallery/graphics/vancouver-2010-graphic-identity/

What sparked this idea was the torch from last night's opening ceremony. The design of the torch is elegant and organic. The design team cites the patterns winter sports makes in snow and ice as inspiration. Check out the designer's brief here: www.bombardier.com/files/en/supporting_docs/BI-Bombardier-torch.pdf

Posted via email from ConsumerX: cXChuck's Stuff

Ideal Experiences Start with Provocative Conversations

2010-02-11T21:23:00.002-05:00

When designing the ideal consumer experience, where do retailers and brands start? The smart ones, of course, start with the customers. The brand landscape is littered with companies that have become so operationally-centric that they become irrelevant to their customers (let alone new ones). Why DOES Domino’s pizza taste like cardboard? Why did it take them so long to listen and respond in consumer language?

Take a few minutes to watch this video. Does your marketing team think of your customers like this? Do your customers feel neglected like this? You won’t really know until you ask.

Now, contrast it with Domino’s Pizza Turn Around.

I hate to call it a campaign, because it seems to be the best of consumer-centricity: listen and respond. What they are saying here, is that they are re-aligning their operations around delighting their customers and in turn, they have faith that they will bring back those of us who wouldn’t think of ordering from Domino’s and perhaps win over new generations that don’t even know the brand.

Domino’s response has been about presenting a level of transparency that feels fresh. They have committed national media buys to telling the story of what they heard and how they are responding. Innovation and creativity applied to the consumer experience; keep an eye on this. We should all be learning from it.

©2010 Consumer Experience Design. All rights reserved.

Posted via email from ConsumerX: cXChuck's Stuff

SnowPocolypse 2010 Videos

2010-02-05T17:11:00.001-05:00

It is a truly beautiful experience when it snows here in Grandview Heights, Ohio. It’s still snowing and starting to get messy. I’m going to close one eye and just look at the snow coming down.

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Posted via email from ConsumerX: cXChuck's Stuff

SnowPocolypse 2010

2010-02-05T16:27:00.001-05:00

The photographer in me couldn’t resist. It is beautiful right now here in Central Ohio.

See and download the full gallery on posterous

Posted via email from ConsumerX: cXChuck's Stuff

Freeway Giraffes & the Buttermilk Chicken Sandwich

2010-01-11T16:02:00.003-05:00

The Buttermilk Chicken Sandwich at Bake Sale Betty’s

I used to live in the Bay Area and I have to say that Oakland was a place I drove through to get elsewhere. Like many cities in America, it is full of contradictions, but at the edge of the good and the bad, we find some pretty cool stuff.

While doing research on the distinctiveness and brand stance of cities, I came across this piece on YouTube from Cool Hunting. It’s about Oakland and they call it a Word-of-Mouth Guide http://bit.ly/8gVWu7. The approach is to ask interesting and unique people for recommendations of their favorite things, places, people that make a place, well, a place and not some other place. My father taught me a long time ago to ask the locals and I still believe this is the best way to experience a place. This lovely video offers glimpses into parts of Oakland that you may not know about.

And if you want the recipe for that sandwich, go here: http://bit.ly/92qqUB. It seems “Betty” has some Chez Panisse in her.

Enjoy.
©2010 Consumer Experience Design. All rights reserved.

Posted via email from ConsumerX: cXChuck's Stuff

The Xmas Clown & Chuck wish you a Happy New Year!

2009-12-30T10:36:00.001-05:00

The Christmas Clown*, and I, wish you a happy and prosperous new year.

Keep us in mind for all your retail and consumer strategy needs!

Chuck Palmer

ConsumerX

Retail + Experience + Strategy + Design

614.562.9315

cx.Chuck@gmail.com

cX Blog: http://bit.ly/4ozN4X

www.ConsumerExperienceDesign.com

Chuck Palmer's RetailWire BrainTrust Blog http://bit.ly/3fnCTb

*The Christmas Clown is a magical ornament that has been in our family for generations. He brings us luck prosperity. We’re not sure what happened to his hands.

Posted via email from ConsumerX: cXChuck's Stuff

SnapFish Deserves a Holiday Nod.

2009-12-20T23:35:00.001-05:00

Good consumer experience: @Snapfish sent a preemptive apology email. 50 free prints because there MAY be a weather delay shipping my order (that I placed today). That Rocks. I had a great idea today for photo gifts. I choose Snapfish because they had the photo book product that fit my need, and I’m a loyal HP customer and somehow that made me trust them with these family images.

What a nice surprise. Given that we have yet to print the perfect family shot for our yet-to-be-sent Christmas cards, we will take them up on that offer.

Posted via email from ConsumerX: cXChuck's Stuff

Pixar's Lasseter Makes His Presence Felt in the Disney Toy Aisles

2009-12-18T11:57:00.001-05:00

I love John Lasseter. Not only does he have the coolest job ever on the planet ever, but he has always understood the people he is entertaining. He, and Pixar, are stand-out examples of consumer-centricity best practices.

This piece in the LATimes http://bit.ly/6ohRus offers a view into his thinking about merchandise and product development. His understanding and respect for kids is paramount to making the products compelling to play with, but also his insistence that all the characters are given their due.

Whether he calls it Design Strategy or not, he surely understands the rational and emotional drivers of a brand and how they should be translated into the rules and tools designers, manufacturers and marketers need to use. Be sure to read about the use of light green in the development of the new Princess Tiana products associated with Disney’s new “The Princess and the Frog”—spot on and defendable.

This, of course, is informed by his inherent understanding of storytelling and the connections made with audience and consumers. When Bug’s Life came out, our daughter was very young. Over time we collected plush doll of all the characters. Some were easier to find than others, but they were out there and that complete collections is somehow satisfying to us and our daughter. You see, people define a brand and the brand needs to give them the opportunity and voice to do so.

That’s the reason Toy Story is still relevant and will continue to be.

Posted via email from ConsumerX: cXChuck's Stuff

How to Design the Perfect Shopping App

2009-12-10T10:11:00.002-05:00

To answer my own question:
KNOW THE CUSTOMER. IDEALIZE THE EXPERIENCE.

RetailWire posed the question: Which apps or other tools make the most sense for retailers to incorporate with mobile phones?
You can see the base article and the BrainTrust discussion here: http://bit.ly/8TivDA >

In the opening piece, the author notes that a "number of consumer packaged goods brands have introduced iPhone apps that give consumers direct access to the brand and include recipe ideas, nutrition info and special offers. But the reality is, shoppers are not going to download all the brand applications that come down the pike. More realistic is an application offered by a retailer, store-branded and shopper-focused, that enhances the entire shopping experience, starting from home and the creation of the shopping list.

"The greater challenge in using technology as a practical tool is ensuring the accuracy of the data and the ongoing relevance of the offering. Novelty will drive trial for many, but continuing value is the only way to keep people using the service or application."

I couldn't agree more. Most of the apps we're seeing are technology driven--use gps to find Crest White Strips; take a picture of a product and get more info--not human behavior driven. Cool once or twice, but will I do that with every purchase? Who has that much time in the grocery? (Or even Best Buy? I'd rather play with the stuff and not the phone I already have.)

At ConsumerX, we start with the idealized experience. In this case, which essentially is a grocery occasion, our intrepid customer is shopping with a list. She is balancing influential messages received through various sources--broadcast, print, the weekly circular, friends ideas and recommendations--with the emotional drivers of doing what's right for her family and her self.

The potential for mobile in the shopping experience lies in understanding her and what drives her behavior. Odds are, she has spent a good deal of time reconciling all the offers and clipping paper coupons. How will, at a minimum, mobile mimic that (so she can easily migrate her behavior to a new construct)and more importantly, how will mobile make it better in ways she cannot imagine?

The article puts the opportunity at the feet of retail store and I think this is spot on right. Retailers know more about us than we do (or perhaps they realize) or any single brand can. We know that and the average consumer knows that. As a matter of fact, the average consumer, would LOVE it if we used all this information to make her life, not just easier, but cooler, nicer, better.

Combine the insights gleaned from thoughtful, attentive qualitative research, with the broad and deep data from loyalty programs and point-of-sale data and work with consumer packaged goods brands on her behalf.

Jack Dorsey, the co-founder of Twitter has launched Square, a company that uses the iPhone as a cash register (that cannot take cash). This is great--for small retailers, iPhone enthusiasts and, well, Jack Dorsey.

Where's the app for the customers that will let them design their own shopping experience? Hell, just keeping track of hundreds of coupons is a cottage industry.

So, come on retailers, let me access the information you and the brands have about me and what you're willing to offer and I'll try new stuff, buy more from you and keep coming back.

Posted via email from ConsumerX: cXChuck's Stuff

It's the EXPERIENCE stupid.

2009-12-04T11:25:00.001-05:00

Ok, this may be a stretch, and I’m totally showing my inner geek with these two links, but they blew me away.

For my Friday Diversion this week, I thought, about the compelling experience. Whether it is a five minute short that looks really cool (depending on your perspective of course) or the answer to a question you’ve had floating in the back of your mind (Why can’t my digital experience be as cool as what I see in the movies? I mean, who wouldn’t want to take a bunch of pictures of Philip Seymour Hoffman and instantly make a perfect mask of his face?)

The basis of any experience is storytelling. Crafting the experience--guiding your audience through the story—can be a complex exercise. Just imagine all the talent went into the production of the work at these links. We can dissect that next week, but for now, enjoy a few minutes of really cool stuff.

Enjoy.

Friday Diversion: Ridiculous User Interfaces In Film, and the Man Who Designs Them - Fake user interfaces - Gizmodo http://bit.ly/7obvJi

Friday Diversion 2: Ataque de Pánico! Awesome effects laden robot attach short film. Worth five minutes. http://bit.ly/54IThe

Thanks to Dave Culbertson @daveculbertson for posting this . The links to which I picked up from his Twitter feed displayed on @HuberandCo ‘s Web site http://www.huberandco.com/.>

See and download the full gallery on posterous

Posted via email from ConsumerX: cXChuck's Stuff

Paper Tools: All 25% Off! Great Journals, Sketchbooks, Notebooks

2009-12-03T10:04:00.001-05:00

Take a look at my retail store over at http://www.amadonweb.com/anvil.html. We’re featuring our line of Wire-O bound notebooks/sketchbooks. All are on sale.

Laura Bauer 2008

These beautiful notebooks and journals have been among our best sellers for years. Bold graphics paired with heavy stock paper and thoughtful details--the Wire-O bind is big enough to hold a Sharpie and the faint dots on each page lets you make each page lines or grid, your choice--make them a great place to archive your greatest sketches and thoughts.

Our customers buy them in bulk and keep them forever. Here's what they are saying:

"Size is right, plus there’s the place to stick the pen so it comes along with the pad. Two positives. The light dots on the paper is an interesting effect. One could easily draw out a sketchy design of a space, or connect the dots horizontally in one’s mind to write with. While not necessarily the same as lined paper, definitely an intriguing angle here." --Donald

"I LOVE this notebook: unlined is the best, good quality spiral binding so you can lay the thing flat open or 1-sided, subtle little gridded dots so my sketchy scribbles don’t meander more than I want, but unlined so I can draw amongst my writing." --Alice

In size, quality, hard front and back covers and heavy-weight pages, the Anvil notebooks will remind you of those formerly produced by Oh Boy Artifacts. In fact, we found out Anvil uses the same production factory that Oh Boy used. But, these are no knock-offs, they are wonderful in their own right and are sure to become your new favorites.

Available in eight patterns: Monkeys, Geisha, Sputnik, Butterfly, Green Asia, Octopi, Love Hurts and Plum Pretty.

7" by 9.5", 96 pages

See and download the full gallery on posterous

Posted via email from ConsumerX: cXChuck's Stuff

Just Discovered: Later...with Jools Holland

2009-12-02T20:18:00.001-05:00

We just discovered Later…with Jools Holland on @OvationTV. Presented by co-founder of Squeeze, the show presents and incredible line up of eclectic pop music. Every night at 7pm eastern, Ovation reruns the show originally broadcast on BBC2. Tonight’s show was Estelle, Green Day and an interview with the Clash on the reissue of London Calling among others (US broadcasts are cut down to accommodate commercials). Go here to see the incredible line ups: http://www.bbc.co.uk/later/ and here to see Ovation’s schedule http://www.ovationtv.com/programs/jools/.

It’s like the western pop version of @KEXP.

#END

Twitter? Flickr? flickr@posterous.com Facebook? facebook@posterous.com

Posted via email from ConsumerX: cXChuck's Stuff

Untitled

2009-12-02T20:10:00.001-05:00

It’s like the western pop version of @KEXP.

#END

Twitter? Flickr? flickr@posterous.com Facebook? facebook@posterous.com

Posted via email from ConsumerX: cXChuck's Stuff

Mobile Merchant: SquareUp

2009-12-01T13:24:00.001-05:00

Not sure what to write about this yet, but you'll want to see this. SquareUp http://squareup.com @Jack Dorsey's new company. He’s one of the founders of Twitter .

GAME CHANGER

Posted via email from ConsumerX: cXChuck's Stuff

Macy's Day Parade Pt. 2

2009-11-26T12:05:00.001-05:00

I’ve always loved that “Macy’s Day” is a short way of referring to Thanksgiving Day. It’s even a Greenday song http://www.greenday.com/site/music.php.

The parade that started as a promotion to announce the opening of the Macy’s Herald Square store in 1924 has become a cultural icon and a part of families’ holiday traditions. (See the Wikipedia link below.) Started in the day when department stores put on spectacular events to draw customers, the parade is best-known of several spectaculars the store produces. In San Francisco, where I did my training, the annual flower show http://www.macys.com/campaign/flowershow/index.jsp transformed the Union Square store into a wonderland.

Now that Macy’s is a national chain, and working on localizing their brand, (the pictures here are of is this year’s decorations at their Chicago flagship—always known as Marshall Field’s) the annual Thanksgiving parade becomes even more important component of their identity. Say what you will about their day-to-day operations (last time I was in the Easton store here in Columbus, it was a mess) but you cannot deny that Macy’s is part of our culture that transcends mere retail.

Or is it that retail is part of our culture that we cannot deny? Hmm.

Happy Thanksgiving to all.

See you at the store on Friday!

Here’s the bit from Wikipedia:

In the 1920s many of Macy's department store employees were first-generation immigrants. Proud of their new American heritage, they wanted to celebrate the United States holiday of Thanksgiving with the type of festival their parents had loved in Europe.^{[citation needed]}

In 1924, the inaugural parade (originally known as the Macy's Christmas Parade^[2]) was staged by the store. Employees and professional entertainers marched from 145th Street in Harlem to Macy's flagship store on 34th Street dressed in vibrant costumes.^[3] There were floats, professional bands and live animals borrowed from the Central Park Zoo.^[4] At the end of that first parade, as has been the case with every parade since, Santa Claus was welcomed into Herald Square. At this first parade, however, the Jolly Old Elf was enthroned on the Macy's balcony at the 34th Street store entrance, where he was then "crowned" "King of the Kiddies."^[5] With an audience of over a quarter of a million people,^{[citation needed]} the parade was such a success that Macy's declared it would become an annual event. http://en.wikipedia.org/wiki/Macy%27s_Thanksgiving_Day_Parade

The spectacular Tiffany Dome ready for Holidays 2009.

The Tiffany Dome atrium from above. Remember this is only a quarter of the infamous Marshall Field’s State Street store in Chicago.

View of Macy’s State Street Holiday 2009 display, with the iconic Marshall Field’s Clock on the corner.

I had to include this one. My wife and I met while we were both working at Marshall Field’s in Columbus and we traveled to the State Street store to register for our wedding gifts (we made it to Crate & Barrel to register that weekend, too).

Posted via email from ConsumerX: cXChuck's Stuff

Macy's Day Parade Pt. 1

2009-11-26T10:32:00.001-05:00

At our house, Thanksgiving morning is all about the four of us hanging out together, having a special (light) breakfast--this year, savory and sweet tarts made with surplus pie crust (thank you, my sweet wife)--and watching the parade. Then it's all about traveling to both our families' gatherings. Today I am thankful for our familes. Big and small. Happy Thanksgiving to all. Sent from my Verizon Wireless BlackBerry

Posted via email from ConsumerX: cXChuck's Stuff

Retail Store Design: We've Come a Long Way, Baby. Really?

2009-11-23T11:59:00.001-05:00

http://pleasantfamilyshopping.blogspot.com/2009/07/woolco-of-our-dreams.html

I found this great blog that discusses retail days gone by. I’m in the midst of doing a big strategy project and when I found these pictures, I thought, wow, we really haven’t come that far, have we?

At first glance, this Woolco store from the early 1960s doesn’t look all that different from the big boxes of today. Actually, they look a bit nicer, given that super-cool carpeting and the mannequins. Although I’m not sure why the two gentlemen in the foreground are considering that blue dress; let’s hope it’s some sort of quality control.

The paint and hardware department looks rather shop-able. Look at all that merchandise on those short fixtures. I bet those ladies with the oddly matching coats don’t feel lost in a cavern of stuff.

At the end of the day, shoppers—people—haven’t changed all that much in the last 40 to 50 years. We still want great merchandise at a reasonable price and to be taken care of, even in big boxes. Woolco did some pioneering stuff back in the day. We can still learn from best practices, no matter when they were best.

Posted via email from ConsumerX: cXChuck's Stuff

The Power of Listening: Getting to the Emotional Core

2009-11-22T21:46:00.001-05:00

http://www.nationaldayoflistening.org/participate/

This Friday is the National Day of Listening as declared by StoryCorps. If you are not familiar with StoryCorp, it is an ongoing effort to record the stories of ordinary people’s lives. It is quite simple really, two people talking with each other. These stories are stored in the Library of Congress and can be heard on public radio and the StoryCorp Web site.

A few years back, I worked on a project with a very large health insurance company. The challenge was to start a movement within the organization that allowed leadership, management and staff alike to “Transform Numbers into People”. That is, think of the people at the other end of policies as humans with emotional needs and drivers and use that knowledge to affect your work everyday.

I brought StoryCorp to project and allowed the 350+ participants to hear the deeply moving stories of ordinary people. We set up listening stations containing a selection of StoryCorp stories.

Well now we all can record stories of the people important to us. Go to the link above to learn how to conduct your interview and share it with the world.

Here’s a bit from the www.StoryCorp.org Web site:

Listening is an act of love.

The heart of StoryCorps is the conversation between two people who are important to each other: a son asking his mother about her childhood, an immigrant telling his friend about coming to America, or a couple reminiscing on their 50th wedding anniversary. By helping people to connect, and to talk about the questions that matter, the StoryCorps experience is powerful and sometimes even life-changing.

Our goal is to make that experience accessible to all, and find new ways to inspire people to record and preserve the stories of someone important to them. Everybody’s story matters and every life counts.

Just as powerful is the experience of listening. Whenever people listen to these stories, they hear the courage, the humor, the trials and triumphs of an incredible range of voices.

By listening closely to one another, we can help illuminate the true character of this nation reminding us all just how precious each day can be and how truly great it is to be alive.

-Dave Isay, Founder, StoryCorps

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In Honor of the Big Game

2009-11-21T14:52:00.001-05:00

A bit of Ohio State ritual. Sent from my Verizon Wireless BlackBerry

Download now or watch on posterous

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Download now or watch on posterous

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Download now or watch on posterous

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Posted via email from ConsumerX: cXChuck's Stuff

Apple Store Christmas Windows: Starting to Look a Lot Like Everyone Else

2009-11-19T15:29:00.001-05:00

Are they becoming a traditional retailer and doing safe holiday? Frankly, the red "ribbon" wrapping the store on their high-level bilboard display is more of a jarring site, departing from Apple's usual super-simple, understated imagery.

What are the best store windows this year?

(Sorry for the poor image quality-I'm a Blackberry user.)

Posted via email from ConsumerX: cXChuck's Stuff

Apple Store Christmas Windows: Starting to Look a Lot Like Everyone Else

2009-11-19T15:24:00.000-05:00

I am a HUGE fan of Apple retail stores. I think Apple is one of the best retailers out there today. Their tree of apps display in their store on Chicago's North Michigan Avenue caught my eye. Is it me, or is this ho-hum? Anywhere else, it seems it would be a stand out, but the creativity just isn't there. For a high-visibility store, I would think something a bit more high-concept would come from Apple. It could be expense, of course, but as I've passed along before, Apple stores to 30 time the sales per square foot as Macy's.

Are they becoming a traditional retailer and doing safe holiday? Frankly, the red "ribbon" wrapping the store on their high-level bilboard display is more of a jarring site, departing from Apple's usual super-simple, understated imagery.

What are the best store windows this year?

Polaroid + God's Eye + Urban Outfitters

2009-11-15T21:47:00.001-05:00

It seems Urban Outfitters is saving instant photography. On a recent trip to Chicago I saw a display featuring the Polaroid "God's Eye" logo. (What a name!) The display contains information about The Impossible Project, in which the organizers have acquired the equiptment and technology to produce Polaroid film for use in vintage cameras. Look for the film exclusively--I suppose--at Urban Outfitters in 2010. Sent from my Verizon Wireless BlackBerry

Posted via email from ConsumerX: cXChuck's Stuff

Great Day in Chicago

2009-11-14T19:41:00.001-05:00

Great day in Chicago with the family: Wilmette dog beech, shopping downtown, Millenium Park, Apple Store, dinner at friend's house. Loverly. Sent from my Verizon Wireless BlackBerry

Posted via email from ConsumerX: cXChuck's Stuff

Apple Stores

2009-11-13T08:56:00.001-05:00

I love this little tidbit from today’s piece on the new Apple store on the Upper West Side: Apple stores do almost as much per store as Macy's, which has 30 times more floor space.

Apple’s Modest Addition to the Upper West Side - Bits Blog - NYTimes.com http://bit.ly/47ZPRo

Wow.

Posted via email from ConsumerX: cXChuck's Stuff

He Went to Borders So He Could Shop Amazon

2009-11-13T08:48:00.001-05:00

In checking out a new follower on Twitter, I came across the above picture of one of his posts. I had to share this. It’s happening out there and we all should be paying very close attention. The implications of this little statement are manifold. Not only did he go to Borders—a chain struggling to find it’s next level relevancy—and he’s pledging to buy on Amazon, but he tweeted about it to his thousands of followers.

While you ponder that, check out his blog. It’s a fascinating idea. 52 Books in 52 Weeks by Brian Utley http://resolution52.com/; not only is this guy committed to a personal project and sharing it with others—he has 3,100 followers on Twitter and his blog boasts 12,000 page reads so far in 2009—he is most likely, very influential with his readers. When a dude like this, says something, people listen.

Consumer Experience indeed.

Posted via email from ConsumerX: cXChuck's Stuff

Is Social Media Equivalent to the Industrial Revolution?*

2009-11-10T21:24:00.001-05:00

OR Social Media Speeds the Path to Consumer Centricity

A YouTube video making its way around business and academic circles (above) entitled "Welcome to the Revolution" starts off by asking whether social media is simply a fad or the "biggest shift since the Industrial Revolution."

The video supports the release of a book, Socialnomics: How social media transforms the way we live and do business by Erik Qualman, global vice president of online marketing for EF Education, headquartered in Switzerland.

Supported by a techno-beat, the video lists a stream of facts around social media that will supposedly be substantiated and analyzed in the book. These include:

One out of eight couples married in the U.S. last year met via social media;
Years to reach 50 million users: radio (38 years); TV (13 years), internet (four years), iPod (three years). Facebook added 100 million users in less than nine months, iPod application downloads reached 1 billion in nine months;
If Facebook were a country, it would be the fourth largest after China, India and the U.S.;
Eighty percent of companies are using LinkedIn as their primary tool to find employees;
Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the entire population of Ireland, Norway and Panama;
Studies show Wikipedia is more accurate than Encyclopedia Britannica;
Seventy-eight percent of consumers trust peer recommendations, only 14 percent trust advertisements.

Social media is undoing all the assumptions of one-way communications. At best, the current internet experience is a one-way experience. We can slice and dice it but at the end of the day, the most "interactive" Web site is still someone in an office somewhere coming up with their best guess as to what the consumer-user-audience wants.

Social media's revolution is really in putting the two-way into the conversation. Aligning with, anticipating, and delighting your customers becomes a much more efficient and measurable enterprise with social media. As the technology becomes more readily available, and as X & Y and the next generations influence more and more spending each day, this revolution will start to feel like just that, a revolution.

This discussion is about a future-state of human behavior. Our behavior may change over time, but our rational and emotional drivers are not all that mysterious. Stores won't go away and neither will the Web or social media. What will change will be who controls the purchase. And that has not really changed all that much.

*originally published on RetailWire http://bit.ly/3fnCTb

Posted via email from ConsumerX: cXChuck's Stuff

Retail Therapy Doesn't Always Work for Larger Women*

2009-11-09T10:27:00.002-05:00

According to a study from Australia, while thinner women regard shopping for clothes as a pleasurable experience, many obese or even slightly overweight women often find it a cheerless one.

"The difficulty many larger women have in finding clothing that fits and looks good understandably makes shopping for clothes a negative experience," professor Marika Tiggemann of Flinders University in Australia told The Daily Mail.

The survey of 162 women shoppers aged between 18 and 55 from the city of Adelaide examined the link between clothing and body image. Results were published in journal Body Image.

Women in general have a lot on their plates, and since a relative few can find clothes shopping a free and enjoyable activity, it seems the idea of retail therapy is simply a pop culture myth.

Apparel marketers and retailers could do a better job of crafting assortments, positioning brands and improving the shopping and purchasing experience.

The stresses are not limited to size. There are financial and time constraints that most women must contend with daily. Add size in there and we have a lot keeping women out of stores. Much of apparel shopping happens via catalog and online channels. Our lovely customer can shop in privacy, try things on when they arrive, and return unwanted items to the store.

Perhaps to understand our intrepid shopper, we should look beyond apparel and see where else she is spending her money. Grocery, craft and home stores? Shopping for others in her family and for the home are how she gets satisfaction out of retail.

*Originally posted on cXChuck’s RetailWire Blog http://bit.ly/3fnCTb

Posted via email from ConsumerX: cXChuck's Stuff

Consumers + Retail + Strategy + Design

2009-11-08T23:09:00.001-05:00

Posted via email from ConsumerX: cXChuck's Stuff

Evelien Lohbeck Notebook Animation

2009-11-06T14:24:00.001-05:00

http://www.evelienlohbeck.com/noteboek.html

This is one of my favorites. It deserves another look.

Posted via email from ConsumerX: cXChuck's Stuff

The Bathrooms are Bi Partisan

2009-11-06T11:24:00.001-05:00

via kalman.blogs.nytimes.com

Friday Distraction: Maira Kalman is one of my favorite thinkers. Her work is always a thoughtful pleasure. Take a few moments to check out her visit to Washington DC.

Posted via web from ConsumerX: cXChuck's Stuff

Metaphor for our economy?

2009-11-05T21:09:00.002-05:00

Our downtown mall that was built just like any other Taubman suburban mall, is finally coming down. There are no known plans for the property-which sits less than a block from Ohio's capital building.
Call me a perverse optimist, but I like the tabula rasa opportunity this provides. Let's hope we don't leave it a "park" for too long.
Sent from my Verizon Wireless BlackBerry

Posted via email from ConsumerX: cXChuck's Stuff

Pizza Chains Make Dough with Mobile Apps

2009-11-05T19:34:00.002-05:00

Posted In major players news, biz buzz, wireless marketing, multi-channel marketing, ad buying & planning, tools & software, technical innovation, major brands, telecomPizza Hut announced last week that it has generated more than $1 million in sales from its iPhone and iTouch appl! ication within three months of launch.
The app, which enables users to order pizzas and other foods as well as play games, offers an ongoing 20% discount on all orders.
The news reinforces the growing importance that mobile is playing in the marketing strategies of major pizza chains including Pizza Hut, Domino's, and Papa John’s, which for years have benefited from the success of their online ordering programs.
The app’s discounted ordering also illustrates the lengths that pizza chains are ...
Article taken from MarketingVOX - http://www.marketingvox.com
URL to article: http://www.marketingvox.com/pizza-chains-make-dough-with-mobile-apps-045422/

Posted via email from cxchuck's posterous

Design Thinking Explained. REALLY.

2009-11-05T16:20:00.002-05:00

There 's a lot of discussion about design thinking and what it can do for business and society. It's one of those things that captures the imagination of many people in many segments. This is the best description I have found.

Tim Brown of IDEO does a spectacular TED talk that is surly worth a watch.

Posted via email from cxchuck's posterous

Our Schools Kill Creativity?

2009-11-05T16:17:00.001-05:00

*This article can also be accessed if you copy and paste the entire address below into your web browser.

Posted via email from cxchuck's posterous

Tom Kelley of IDEO @CCAD on November 4.

2009-10-26T11:27:00.000-04:00

Greetings,
As you know, I teach at the Columbus College of Art & Design. I teach business principles classes, in which I work with art and design students to understand the ever-more important role design plays in customer engagement. The flip side of that notion is what is coming to be known as "design thinking"-or leveraging design processes and methods to guide or influence
business management.

Tom Kelley from IDEO, a global design consultancy, will be here at CCAD on November 4 speaking on the power of design in today's world. It will be a must-see event and you should attend.

Go here http://bit.ly/2nRKmn for more information, or learn more below.

Tom's visit is brought to you by CCAD's Business Advisory Council.

No More Joe Consumer + Brand Extensions = The Right Stuff for the Right Consumers?

2009-10-12T10:25:00.001-04:00

Each morning I sit down with my coffee and GoLean from Kashi (yup, that's an endorsement) and review a few select retail and consumer news sites. Today, I saw two things that caught my eye, both on AdAge's daily news page http://adage.com/.

The first entitled "New U.S. Census to Reveal Major Shift: No More Joe Consumer" is an anticipatory promo of AdAge's '2010 America' white paper. First off, the 2010 census is conducted in 2010 and results start to be released in 2011, so I'm a bit hesitant to purchase a report about the census that tells me what the census will tell me.

Essentially, the piece focuses on the coming empirical data that will show us specifics of what we are living with today: multi-dimensional markets. That is, the days of 'knowing your customer' are over. It's about understanding the motivations of a multitude of consumers. Hello, segmentation.

The other piece is "Upgraded Extensions May Make 'Basic' Version Look Worse: Consumers Don't Like Choosing Between Quality and Price" by Al Ries.

Hmm, am I the only one seeing a connection here?

Al is an old-school pro, referred to in the comments as 'the master'. His point is about the implication of new and improved. Does that mean what I've been buying is old and not as good? I agree with his premise and that we need to be better at presenting consumers with more authentic product and service choices.

From the consumers' point-of-view brand extensions are simply confusing, but we've trained them to expect "new & improved", which oftentimes leaves them with the feeling they're paying more. I've done in-aisle work for major brands and have learned that both consumer and retailer have had it. We can get short-term bumps in sales with coupons, promotions and shelf-talkers, but consumers are aware of these games and only play along.

Perhaps with a better understanding of increasingly complex consumer bases, we can start to align our ability to slice and dice products with truly unique selling propositions and the way we position them to meet particular customers.

Now, back to my GoLean--not GoLean Crunch!--from Kashi.

Is Walmart the Next Corner Grocery?

2009-10-06T10:45:00.000-04:00

Here in central Ohio, it's Local Foods Week, produced by Local Matters (www.Local-Matters.org). I sit on their steering committee mostly because I believe in their mission of promoting equal access to local nutritious food for all.

Recently, Sallie James, an analyst with the Cato Institute, told NPR that local sources are not enough to feed Americans in many places. She pointed out that 75 percent of all agricultural production in the U.S. comes from less than four percent of farmers. The concentration of production in so few farms is due, Ms. James maintains, to the subsidy system in place in the U.S.

She maintains that farmers markets are not the answer to bringing nutritious food to poor towns and neighborhoods in the U.S. No, if communities and government are serious about converting food deserts into oases then it's time to stop fighting Wal-Mart and invite the chain to open stores in underserved areas.

"It may well be that if we did away with production subsidies that we may see a different breakout of production patterns in America," she told NPR. "But certainly that suggests that, for efficiency reasons, agriculture depends on economies of scale."

The answer to achieving the economic efficiencies that will enable poorer consumers to get good food at low prices is Wal-Mart, according to Ms. James.

"The reality is they have a very good distribution network. They can get fresh produce into rural and exurban areas very well," she told NPR.

This of course is gross simplification.

While the localvore movement provides engaging consumer experiences at farmers markets and trendy restaurants featuring locally sourced ingredients, the complexity the food industry sometimes mind boggling.

Government subsidies have led us to the point that facts like this can be eye-opening: less than 1% of food grown in Ohio is consumed in Ohio. On the economics side, it's ideal to export goods and services and import dollars. On the consumption, nutrition and health side, simple access to the food that is best for us is difficult. Knowledge of why those foods are better is even more elusive, especially to those who don't have dependable transportation and an "always on" internet connection.

Sophisticated community efforts like Local Matters are the beginning of significant change.

Does Walmart (and every other food retailer) have a role in improving our "foodshed"? Absolutely.

Walmart's distribution prowess is well documented. Their ability to operate small-scale retail has not been so successful. They, like many others, are deconstructing their business models to discover ways to enter and operate in emerging markets around the world. I say we figure out ways to aim these innovations at local markets, too.

Ultimately we must meet in the middle: localvores must embrace economic realities and large companies must understand consumers where they are. I believe we must take an "open source" approach to opportunities like these--opportunities to improve the health and economic well being of our communities--people and companies alike.

Related Links
Local Matters www.local-matters.org

Retail Wire Discussion http://bit.ly/1mPBYe

Luxury Brands’ Next Big Opportunity

2009-09-25T02:00:00.000-04:00

In the recent AdAge.com piece entitled “Luxury Marketers Move Online but Most Lack Digital Cunning” Scott Galloway, an associate professor of marketing at NYU's Stern School of Business school said, "It was fine when revenues were growing 11 percent a year. And then everything changed. They've woken up and said, 'Last holiday season sales were down 34 percent but traffic to our website was up 61 percent.' Brands are innovating out of necessity."

According to the study of 109 luxury items in 11 product categories the number of upscale brands that had a presence online jumped from 33 percent last year to 66 percent today.

Luxury is a big, fragmented category; defined in many ways by many consumer segments. It's the fragmentation that makes the web an invaluable tool (Long Tail anyone?). That jump from 33% of the brands being online to 66% tells me there is huge upside potential not only to sell more stuff, but for these brands to have deeper and more robust relationships with new customers.

For fashion brands, they need to shake the old-school thinking that the buyers at Bergdorf's and Barney's are going to grow their businesses for them. They need to think more like Twitter-ific Betsey Johnson and laser-focused, web-savvy Diane von Furstenberg. Heard about the mysterious Gilt.com?

Not having a compelling and search engine-visible web presence in this day and age is quite frankly startling, but it's true. The potentials are great. There are some innovative, highly experiential techniques being used by retailers, brand marketers and serious geeks pushing the digital envelope that are enabled by the web, not just selling on the web. Think augmented reality and mobile apps. Luxury brands are perfect for this sort of thinking. They should be taking risks and experimenting like they do in their studios every day. Look at what Isaac Mizrahi is doing with his Inspiration Boards app to build his community.

There is a base assumption that the web is another distribution endpoint (how many doors am I in with Macy's?) when in reality the web is and should be a significant component in a multi-channel, multi-touchpoint relationship with consumers. And quite frankly can be anything the brands’ want it to be.

Luxury brands have enjoyed a multi-decade trajectory that has allowed them to build it and we came. The new normal has not rendered these offers irrelevant; on the contrary, with the right reach into their own robust heritages and brand stories, they are uniquely poised to create new relevancy with consumers via innovation—digital and otherwise.

P&G Taking Its Marketing Back to the Store

2009-09-21T11:14:00.001-04:00

(via AdAge http://adage.com/article?article_id=139127#comments)

The historical truth is that retail (in-person, online, in-hand) has been, and always will be, where we can make good on the promises we make to consumers in all other media.

Put the consumer at the center.

P&G (and Kroger and a few smart others) has begun to align all intelligence and operations around the best consumers at each retail outlet (doors, not stores--get local).

It boils down to that moment of decision--a few seconds when busy Mom accesses all the information and impressions she has about the product, says yes and moves on.

When retailer and vendor walk in lock-step with her, we all win.

Come join me on Cities x Designers

2009-08-28T09:19:00.001-04:00

Join me on Cities x Designers

Chuck Palmer

I'd like to invite you to check out Cities X Design. It explores how design can change perceptions, boost economies & create unique places.

We can all get behind that.

Chuck

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Lemon Shake Ups

2009-07-11T18:17:00.001-04:00

A summertime favorite in the midwest, a friend from California asked me what the heck a Lemon Shake Up is. At a recent church festival, I was asked to volunteer. It was packed and they were shorthanded. My kids were off having fun and my wife was committed to cotton candy making, So I said sure, what do you need? Lemon Shake Ups. I had no idea how to make one, but I had had one that very afternoon at a local open-air retail mall while I was doing visual audits at various stores. How hard can it be? The next two hours were all about mixing, shaking and pulling in the bucks for St. Tim's. I'm glad I could help and I learned something new. Below is the recipe, embellish at will.

Well, let me tell you-got it memorized: big glass, scoop of sugar (no idea-it looked to be about 1/8 cup)fill w ice then water. Juice 1/2 lemon, rind and juice go in sugar_water mix. (Add vodka when/where appropriate.) Here's the fun part: take paper cup of suitable size, cap the glass tightly with it and shake vigorously. Dump into paper cup. Lemon Shake Up.

Enjoy. ------Original Message------ Subject: Re: Lemon Shake Ups Sent: Jul 11, 2009 5:53 PM What the heck are lemon shake ups? And no, the text didn't come thru. K Sent from my Verizon Wireless BlackBerry

Amazon Patents Store Building Design

2009-05-28T16:55:00.001-04:00

http://www.techflash.com/Amazon_patents_design_for_what_looks_like_mini-storefront46087417.html

Seriously, this looks like it's just the natural outgrowth of something they did a while ago, but it looks like a pretty interesting pre-fab structure that could be used for lots of things; pop-up retail anyone?

ConsumerX

Content of Character

A 1980s Experience in Two Short Hours

Good Morning, Astrid

Be Where They Are: Retailers Fanning Out as They Chase Shoppers

from Business First - by Dan Eaton

Related:

Outside opportunities

Land, lots of land

Sears Hometown

Rural King Supply Inc.

Experience Audit: Target PFresh Renovation

ConsumerX: Brand + Consumer

Social Influence Marketing

Consumer + Brand Together: The Ongoing Conversation

iPhone + Verizon = A Bell That Cannot Be Un-Rung

Check In Services & Real Consumer Behavior

2010 Retail Look Back Part 6: The View Ahead

2010 Retail Look Back Part 5: Creative Alliances

2010 Retail Look Back Part 4: The Engagment Stream

2010 Retail Look Back Part 3: The New Blue Light Special

2010 Retail Look Back Part 2: It's the Experience, Stupid

2010 Retail Look Back Part 1: Girded Loins, Consolidation & More Consumer Power

Experience Audit: Radish Underground

What Constitutes In-Store Shopper Marketing Compliance?

Borders Bid for Barnes & Noble? What the...?

Creative Collab: West Elm + Pratt

The Urban Consumer Experience: New York Reinvents Street Life

The woman behind the city wide program is Janette Sadik-Khan featured in Esquire’s December 2010 Best & Brightest issue. I couldn’t agree more.

Converse Blank Canvas: Principles of Consumer Centricity #10: Write the Shared Story Together

Dieter Rams' 10 Principles of Good Design

Was Kodak as Consumer-Centric as Don Draper Asked Them To Be?

Wondering about Wonderland

Wonderland Food Cart Food Court

The Customization Experience: Industrial Design in Everyone's Hands

Culture Junk: The Experience of AndrewAndrew

Introducing Culture Junk: Inspiration Anywhere

Problem/Solution? No. Opportunities + Pathways? YES

Observation vs. Inference

More Tech in Stores! Better Consumer Experience or More Clutter?

Sears & Kmart: Time to Clean Up the Subways

Experience Audit: PacSun BTS 2010

Experience Audit: American Eagle BTS 2010

Experience Audit: H&M BTS 2010

What is Your Favorite New York City Experience?

The Double Bottom Line: "Unbanked" Consumer Experience worth $106 Billion

Victoria's Secret to Offer Halloween Range.

The Lux Consumer is in for a Whole New Experience: Amazon Plans Haute Couture Takeover

US Retail Abroad: Is the Consumer Experience Different? Should It Be?

U.S. Grocer Chains Eschew International Development http://supermarketnews.com/viewpoints/us-chains-home-growth-0531/

Walmart's Huge Overseas Expansion Distracts From Its Domestic Saturation Problem http://blogs.bnet.com/business-news/?p=1191&tag=col1;post-2452

Consumer Experience Always Matters

Online Customer Reviews Becoming Bigger Purchase Driver

Brand Dilution: When the Wrong Saks Comes to Town

Women Will Swap Personal Information for Personal Attention?

Great Experience: Palindromic Poetry?

Retail Banking. A Watershed Moment?

My cX: Hyatt Place, Atlanta Georgia

Something Beautiful Happens...

Idealized Experience: Biking LA's Empty Streets

The Principles of Consumer Centricity

Domino's Pizza Turnaround? Maybe. Probably not.

Olympic Design

Ideal Experiences Start with Provocative Conversations

SnowPocolypse 2010 Videos

SnowPocolypse 2010

Freeway Giraffes & the Buttermilk Chicken Sandwich

The Xmas Clown & Chuck wish you a Happy New Year!

SnapFish Deserves a Holiday Nod.

Pixar's Lasseter Makes His Presence Felt in the Disney Toy Aisles

How to Design the Perfect Shopping App

It's the EXPERIENCE stupid.

Ok, this may be a stretch, and I’m totally showing my inner geek with these two links, but they blew me away.

Enjoy.

Thanks to Dave Culbertson @daveculbertson for posting this . The links to which I picked up from his Twitter feed displayed on @HuberandCo ‘s Web site http://www.huberandco.com/.>

Paper Tools: All 25% Off! Great Journals, Sketchbooks, Notebooks

Just Discovered: Later...with Jools Holland

Untitled

Mobile Merchant: SquareUp

Macy's Day Parade Pt. 2