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‘I want doesn’t get’ – or does it? What I want from online retailers

Posted in brand, creativity, marketing strategy with tags , , , , , , , on June 4, 2010 by wisdomlondon

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. 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. 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.