Pure optimization eventually leads to extinction. Big retailers are always trying to optimize some facet of the resources they have at their disposal. They optimize assortments, optimize marketing budgets, optimize shelf space, optimize inventory, optimize the supply chain… the list goes on and on.
My boss is the ultimate tech geek. He always has the latest Android devices, his house is voice automated and he reuses his old phones to build in-home surveillance systems. It might sound unusual, but I’ve even become accustom to him looking at his watch whenever I’m talking to him.
If the advertising industry wasn’t already crammed with ill-advised commercials on smartphones and tablets, we now have to navigate a fractured market rife with challenges like streaming TV, illegal downloads, and even a device created to skip commercials.
Growing up, I knew “because my friends are doing it” wasn’t a good response to my parents asking, “David, why did you do that?” But as a child, logic often wasn’t a consideration. And yet, marketers seem to be using the same logic when it comes to the ubiquitous hashtag, six years into its livelihood.
In today’s socially driven, instant (eat cake/want cake too) society, shopping is a lot like dating. Consumers want the touch and feel of in-store shopping, but crave the instant savings and convenience of online shopping. Everyone has their type, but big retailers are struggling with finding that customer sweet spot between in-store personal experience and online love connections.
Perhaps I’m just that sleep deprived, but I thought I heard my two-week old daughter gurgle the word “Amazon” last night. Truth is, I’m not sure whether I am extremely efficient or shamefully dependent, but almost imperceptibly Amazon has transcended convenience and ventured way into influence.
The August 6th debate on Fox News featured 10 of the 17 Republican hopefuls headlined by, a.k.a. starring, Donald Trump. Love him, hate him, or mock him, he has galvanized the national dialogue like no candidate in generations. The real winner at this point… Television.