Zapposication - the new marketing goal

I rave about Zappos all the time. [See example post]

It is therefore of no surprise to me to see this recent post by CustomerThink.com, that shows Zappos at the top for customer service:

1. Zappos
2. Expedia
3. Apple (Computers)
4. Acer /Samsung
5. Kindle
6. Discover/ American Express
7. Apple (Smartphones)
8. Fed Ex
9. McDonald’s
10. HP/ Samsung

How do they come top?

Simple...they focus on delighting consumers. They ensure they whole organisation understands the focus by publishing, training and living their core values.

All marketers should take note as winning in marketing in this day and age is not about creating great advertising (although that is important). It is about delivering an overall brand experience that delight. A great customer service is integral to that goal.

Learning about in-store success from luxury brands

Here are two highly effective ways to build a great in-store brand experience (see Sparxoo article about luxury brand in-store experience).

Make consumers feel comfortable and special.

Sure, this is obvious, but the article highlights two good ways to help deliver this successfully combination:

Personalise tech

“….one innovative way luxury brands are adding a touch of special is through mobile technology. In-store sales people can deliver better service with the aid of mobile devices, such as the iPad. “Mobile devices combine personalization efficiency and effectiveness with an unprecedented touch of caring and nurturing”

Invest in kind human capital

“..the stuffy, know-it-all, sometimes condescending sales associate is certainly a big turn-off for customers at luxury stores. LI takes example of superior customer service from the online retailer, Zappos. Taking a cue from the extremely polite, considerate and genuine customer service reps at Zappos, “putting polite, informed and well-groomed sales personnel on the floor is just the start, but done well it can be a true differentiator”

The iPad idea is fabulous. It seems kinda obvious but I have yet to see any retailer use the ipad to help improve the shopping experience.

Zappos is a brand I love. I have written about them many times because they know ho to WOW consumers with their great approach to customer service.

So, if you are responsible for in-store delivery of brand experience then look into: a) how iPads can be used as a staff tool to delight consumers and b) at Zappos for ideas about creating values that direct staff on how behave in a way that will delight consumers.

Elle Magazine brings Brand Experience to Life

I just read that Elle are opening a branded spa inside the Eden Roc Renaissance Miami Beach hotel.

This is what I would do if I ran a successful magazine like Elle.

Build an experience that enables readers to engage deeply with and delight in the brand.

It seems in the publishing world a lot of magazines are struggling trying to work out how to survive and thrive in the new always on internet world we now live in.

A few are having success bringing their brands to life on-line.

Others are cutting cost in journalists, cutting costs in product development and as a result losing circulations fast.

Most have forgotten that one sure fire way to win over the hearts and minds of their readers is to deliver a brand experience that brings the brand to life and delights and excites.

This Elle spa look like it will do just that – deliver a winning brand experience - and no doubt make some good incremental revenues.

Others magazines should look at similar ideas.