Book Review: How We Decide

Do you find it easier to spend money when you are using a credit card opposed to cash? Do you wonder why you can't make that 2-foot putt, even though you have played on that golf course dozens of times?

How We Decide is a great book by Jonah Lehrer that explores the workings of the brain on how we make everyday decisions in life.

Whether it be how a quarterback knows who to throw the football to in crunch time or how someone makes a decision to buy something.

As a marketer, I was intrigued when I read the first chapter on NYT. Afterall, it would be great to know how and why customers purchase your products and what goes through their minds. Not everyone purchases rationally, in fact, most don't (including me!).

The mind is a wonderful and complex thing - this book looks at how it works and essentially how we make decisions on everday tasks to challenging times.

Search within Google Search

Okay, maybe this has been around for a long time...but I have never seen it or used it before. It is the ability to search a website, directly from the Google Search results.

I did a quick search on Grand and Toy (yup, I still do this and not in the address bar) - and the #1 listing was the ability to search the site.

Why does this make sense?

1. People don't go to Grand and Toy to window shop. Most people know what they want (I needed envelopes) so the ability to search for it right there without the extra click was great.

2. A store like Grand and Toy has sooo many products. Going right to their search is easier and faster.

3. Their prime audience are small businesses - they do not have the time to search so why not make the process easier.

Email - The Largest Social Network

I read an interesting post from J. Owyang "Email: The First - and Largest - Social Network" a few days ago and thought to add my two cents.

When I started out in online marketing, email marketing was one of my top job functions. From newsletters to direct offers, I was responsible for campaigns to millions of customers and prospects. After several years deploying email (and campaign sites), the next logical step for me was social media, online communities and/or online networking.

After years working with email, it only made sense to me that those I was connecting with should connect with each other as well. How was this done?

1. Survey your customers and prospects via email. Try to connect those with the same responses, questions and thoughts - to try to work out a solution. Better yet, find someone who has the solution and make the connection. (I did this during my conference days).
2. Within an email newsletter, ask readers for their opinions and have them post it within a branded community.
3. Within a direct email (based on database preferences), inform customers and prospects of live web broadcasting or podcasting where they can ask their questions and share with the community.

I am looking forward to further migration of email and socia media. From a marketing point of view, it will be a great way to spread relevant messages (good offers) and get the word out!

CASE: How can Kodak rely on Future Shop's poor Customer Service?

A few weeks ago, I read an article in the G&M about how customer service rules again. With sales still on the decline, stores are relying on good service to keep loyal customers.

A day after reading this article, I got an email from the Kodak Gallery in regards to the pick-up of photo's I ordered online the week prior - stating that my photos would be ready in 2-5 business days. NOTE: Future Shop's sold their photo service to Kodak (however, you can still pick up your photos from Future Shop).

2 business days later, I strolled into Future Shop hoping that my photo's would be ready. The service was slow. When I finally got to a representative, she told me that the email was incorrect and that I needed to wait for a phone call telling my my order was in (BTW, I ordered this online - I DON'T want a phone call).

Does Kodak know that their partner is providing poor customer service? Afterall, this bad service is not only a reflection on Future Shop but on Kodak as well. Do they know that this poor service means I will go and try Black's or even Loblaws?

More than ever, companies need to provide great customer service to keep and attract business. Just because you provide good service, doesn't mean your sellers are. Beware.

Closing Up Shop

Over the last few months I have seen quite a few stores in my 'hood (Y&E) close up shop (Nike, Ten Thousand Villages, Nine West to name a few).

These brands may have closed their stores in this specific location, but surely, they did not close business completely. In fact, their ecommerce sites are still quite robust and they still have stores in prominent areas like the Eaton Centre.

In all of these instances, there was never any warning to local customers of the store closure. No sign on the window, no announcement online. Just here one day, and gone the next.

As a shopper at these stores - would you be disappointed that you were not informed? Here are some quick and easy ways to keep customers, even if you are on your way out.

1. Put a sign on the window "Thank you for your patronage, please visit us at one of our other locations or online at www."
2. If you have a store locator online - let customers know when it is closing.
3. Have a sale.
4. If you have a good database, send out a direct mail or email announcing the closure and perhaps a small discount at one of the other locations.