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I’m quite an avid photographer. And for the first time all of my photographs aren’t
locked up in my digital files. Now I’m actually printing a number of them. And I do some printing
myself. But for the 4x6s and the 5x7s I went out seeking, okay, what’s the best solution
for me. And certainly there was one which was wonderful and it happened to be, as I
looked at retailers, I said I want to be able to transmit my photographs to a retailer and
as intuitive a fashion as possible and I want it done quickly, I want them printed quickly,
but now I have a son in Los Angeles and a daughter in San Francisco, I want to get it
to them. And it really came down to something like a CVS or a Walgreens being my printer
of choice because not only could I upload to their site in a very intuitive fashion.
But in turn I could have them pick the pictures up at their local store. And I could even
pay for them and it would take an hour for me to get it to them. And so that’s the
example of me having a very satisfying experience. And for me it wasn’t about price. It was
about, you know, can I get the pictures delivered quickly, conveniently for everybody that was
interested in seeing them.
On the brand side, I would say that again, that there-- it’s inconsistent and there’s
pockets, but one sticks out in my mind and it happens to be Rubbermaid. And Rubbermaid
is all about organization in the canisters and the things that they have. And they’ve
really interacted very interestingly with web search and Facebook and Twitter and other
social networking that they’re doing out there, and word of mouth where they bring
people together to talk about techniques in organization. And they’ve done a really
neat job of doing that. And of course you have to look at Proctor and Gamble. Proctor
and Gamble is probably four or five years ahead of anybody in terms of thinking about
some of these things. I mean who would have thought-- I mean ten years ago they introduced
first moment of truth which is what was in fact-- that first moment of truth is when
she is standing at the shelf. And that was way ahead of its time. And ten years later
now they’re moving onto to the next generation which they’re called store back. And store
back is kind of provocative insofar as that they’re starting to think not only of the
store as that key moment of truth, but what are the influencing factors that go into store
decision, including the web influences.