We’re all pretty demanding consumers these days aren’t we? Hardly surprising: we have masses of choice, more product knowledge than ever before and a whole panel of reviewers at our fingertips through social media. And now I want more. I am well aware that brands need to compete harder than ever, and the traditional price / choice / channels options are no longer the only ones. I want service. I want my life to be easier. I want products and services that are totally personal to my needs.
So without any further ado, and to get this Verucca Salt-style moment over and done with, here is what I want [stamps feet]:
Ocado: Love your service, love your iPhone app, love your products. Know what would make my life easier? A mealplanner function in my account so that I can plan a week’s meals at the same time as my shopping. Favourites, suggestions and a drag and drop functionality would do the job nicely. Ta.
My-wardrobe.com: Loving you deeply. But since you store all my account info and past purchases, and since it is supposed to be ‘my’ wardrobe, can’t you use this info to create a virtual wardrobe which contains my past purchases? And tell me what you think would go well from new collections? Because I rarely shop online in front of an open actual wardrobe. Thanking you.
Moonpig.com: You’re ace and you know you are. But I am not. I am lazy and forgetful. Now, you know how you remind me that it’s people’s birthdays? What about if I agree to enter some profile info on my nearest and dearest, you store it, and then next time you send a reminder you and also suggest some automatically generated personalised designs, based on what I’ve told you about these people? I guarantee I would click and buy there and then. Do we have a deal?
What are your fantasy service functions from favourite brands? Share them…we may have the makings of a campaign for personalised service functionality!
Kate Spiers is director of Wisdom London. As you may gather, she shops online a fair bit and is an utter service freak.
Wisdom London 