How Apple Is Blurring the Line Between Marketing and Service†

Pete Blackshaw Explains Why Consumer-Facing Brands Can Benefit From Better Customer Interaction

Advertising Age, June 23, 2008 — "How can I help you, and where would you like to go?"

In this simple greeting, there's a huge question: Are the greeting and the experience that follows marketing or service or both? In the last couple of months, Apple has boosted the number of "concierges" who greet and direct shoppers as soon as they walk in the door of its retail stores. Apple has always had employees at the front, ready to help, but this time it is positioning an eager-to-please offensive line a few steps from the doorway.

Hershey's Promotes Bliss via Experiential Party

Promo Magazine, May 27, 2008 — The Hershey Co. has turned to parties to generate word-of-mouth and buzz around some of its new products. The company recently used themed house parties via House Party, a marketing services firm, to support its new Hershey’s Bliss chocolate line. Hershey’s staged 10,200 “House of Bliss” parties over the April 25 weekend to sample its latest item and spread interest as the product rolled out in stores.

Shoppers Primed for a New World of Shopping Experiences

MarketingVox, May 19, 2008 — Biometric fingerprint payments, intelligent shopping carts, holographic sales assistance, and interactive dressing rooms are among the top shopping experience innovations foreseen by shoppers, finds a TNS Retail Forward study, MarketingCharts reports.

Hotels Try New Features With Test Rooms

New York Times, April 29, 2008 — It is known simply as the X-room. Set up last November at the Courtyard by Marriott in partnership with the University of Delaware in Newark, it is a test guest room. It is equipped with everything from waterproof mattresses to the experimental technology of wireless electricity (no plugs) to a specially designed Nintendo Wii game console for travelers. There is also a digital door display that lets guests see who is in the corridor.

Customer support phone numbers can be tough to find

Los Angeles Times, April 28, 2008 — Let's play a game: Find the customer support telephone number. There was a time when businesses actually welcomed phone calls from customers. Now, many go to extraordinary lengths to avoid calls, preferring that orders and support issues be handled online.

Could Interactive Media Help Save the Airline Industry?†

Virgin America Subtly Transforms Air Travel by Empowering Customers -- at the Touch of a Button

Advertising Age, April 21, 2008 — Earlier this month, as the airline industry was imploding once again — with American Airlines grounding hundreds of thousands of passengers during its faulty-wiring debacle, and as pilots were talking about possibly grounding the proposed Delta-Northwest merger for fear of getting burned in contract talks — I was happily flying on my new favorite airline, Virgin America.

It's All About Experience

Companies that try to create holistic experiences by emotionally engaging their consumers are flourishing

BusinessWeek, April 11, 2008 — Advances in manufacturing technology and the global reach of the Internet have leveled the playing field in the product marketplace. It wasn't long ago that time-to-market was two years, then 18 months, and then 12 months. Now, a competitor can knock off your "innovation" in six months or less. Many businesses understand that being "new" or "different" is no longer a differentiator. Countless companies are elbowing their way to the top with designs that are also "feature-rich" or "patent pending." Innovation in product design has lost its meaning and, therefore, its value.

There is still one frontier that remains wide open: experience innovation. This is the only type of business innovation that is not imitable, nor can it be commoditized, because it is... continue reading

Family, Friends Most Influential on Shoppers†

ZenithOptimedia Study: TV Still King for Branding

Advertising Age, April 9, 2008 — Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to new data from Publicis media network ZenithOptimedia

The Growing Influence of Online Social Shoppers

Who do consumers trust?

eMarketer, April 7, 2008 — According the Edelman “Trust Barometer,” consumers feel the most credible source for information about a company—and by inference, products— is a “person like themselves.” Now with social shopping sites, product blogs and online ratings and reviews, consumers have the means to communicate their opinions about products and companies to tens of thousands of other consumers “like themselves” at a critical point in the sales cycle—the beginning.

Starbucks Unveils New Strategic Initiatives To Transform and Innovate the Customer Experience

Also Announces Acquisition of The Coffee Equipment Company and its State of the Art Clover® Brewing System

Starbucks Corporate Site, March 20, 2008 — With more than 6,000 shareholders in attendance, Starbucks Coffee Company (NASDAQ: SBUX) today unveiled a series of innovative customer-facing initiatives at its Annual Meeting of Shareholders. Howard Schultz, chairman, president and ceo, shared his vision for transforming the Starbucks customer experience and reinforcing a strong foundation from which to grow. The announcements marked the next stage of Starbucks transformation following nearly three months of passionate work that began with Schultz’s return as ceo on January 7.