The JaffeBLEND Blog

Boobs, the Customer Life Cycle and Old Stock

One of the areas of marketing I was and am always so passionate about is the Customer Life Cycle. Why? Because it just makes sense from the perspective of companies/brands/products building RELATIONSHIPS with customers rather than making things that sell.

One such company who do it well are Rigby and Peller.

 

On the purchase of breastfeeding bra's, you get a discount for your first purchase of "normal" bra's. Someone, somewhere figured out that eventually women stop breastfeeding, and since the shape of their breasts change (sorry if this comes as a shock to you), they need new bra's. Useful for the customer and for Rigby and Peller, Kerrrching!

Alas, I was disappointed when buying some underwear there today. I had 3 panties (or briefs or knickers depending which word you use in your country) and each were priced differently: 17.95, 19.95 and 21.95. WHAT?? When I discovered this, I asked the sales lady who seemed just as mystified as me. She checked with the manager, who sheepishly explained that "old stock was priced lower and new stock was subject to the stronger Euro"). I'm sorry, but when did your stock issues become MY problem? If they were really smart they would have:

- offered me all 3 for the price of the lowest and admitted that you simply cannot price the same product in 3 different ways AND

- re-pricing all stock at the higher price and increasing overall margins

A company simply should not expect a customer to pay 3 different prices for the same commodity. Currency fluctuations and inventory are NOT the customer's problem and retailers should not expose their clientele to this. 

A final digital note: while R & P are well ranked in Google, if you type the name in with any variations e.g. "Pellar" instead of "Peller" or with ".co.uk" instead of ".com" you do NOT get redirected. Surely companies should be anticipating typo's and claiming these URL's? Or am I the only dumb cluck who doesn't immediately always use Google....? 

JaffeJuice #126 & Bob Garfield

Listening to JaffeJuice interview Bob Garfield on his podcast right now, and while I'm only half way through the podcast, I wanted to recommend this interview while it's fresh in my mind. Since many international (non Ad-Age) readers are not familiar with Bob, his views are refreshing and a good wake-up call for all marketers and folks in the advertising and media industries. I love the reference to the old yin and yang in marketing and media, where content was provided for free in exchange for advertising however this relied on content being limited in supply - which is NO LONGER the case. Furthermore, while our generation accepts the interruption model to receive free content, the younger generation simply finds it annoying and unacceptable. While many have held this point of view, I have also preached it in my keynotes and recent "Future of Digital" project for Microsoft, it's comforting to hear industry thought leaders like Bob and Joseph give greater insight on the "revolution" and sum it up so succintly. It's one thing to provide answers, but it's another to do it in a way that makes people listen. Thanks Bob and Joe for shaking things up! p.s. I obviously feel passionate about this topic, as I typed this post with one finger on my iPhone and now have a finger cramp...

How do you like them Apples?

On arrival at JFK last week, a cute Basset hound let out a not-so-cute bark at my suitcase and I then had 2 delicious pink lady apples confiscated from me at US customs. I was relieved I wasn’t fined as I’d heard of Gwyneth Paltrow apparently getting some ridiculous fine for being caught with a banana in her handbag.

2 Apples down, I then hopped in a cab to the big Apple and replenished my stock after checking into my hotel. The next and final Apple to conquer was the Apple Store. WOW.

As I descended the staircase at the 5^th Ave store, I didn’t know where to look first and just took in the buzz of the whole store. I’ve been in the Soho store as well as the London store, however this one was just so impressive due to its size and layout. I really felt like I was descending into the world of Apple. Equally impressive was what looked like 1 assistant per customer (ok, not exactly, but there were loads and loads of store assistants with bright t-shirts available to help). A friendly fella helped me out when I asked where the checkout was by letting me know that he could facilitate the sale THERE and THEN! With his handheld, he scanned the products, my receipt was emailed to me and he pulled out a plastic bag from his back pocket. WOW again. Well done Mr. Jobs for making it a pleasant experience to give you my money. I love the “proof of the pudding” in this experience seeing the product features of “ease-of-use” and “simplicity” extended to the in-store purchase experience.

Apologies in advance for all my Apple adoration which will be flowing abundantly in the next few weeks as I’ve just purchased my first Macbook. I’m sure I’m not the only one drinking the apple-flavoured Kool-Aid judging by the iphones and white earphones across the globe. ;-)

Send Dustbuster to Zara

I didn't quite want to start off on a negative note, but I landed up today in a Zara changing room. Zara is high street decent quality fashion retailer for women in case you don't know it. To my horror, it seemed like it hadn't been cleaned for weeks. I mean, there was dust on the dust. It was disgusting. It's such a shame when so much effort goes into the brand, the advertising and of course, the stunning clothes, and then the changing rooms are in such a state. C'mon Zara, time to visit Electrolux or Dyson before you start losing customers (or at the very least harming their health!). Did I mention my dust allergy?