In-Store GPS

Sainsbury's just announced that is trialing an in-store GPS app that will let you build up a shopping list and then navigate in any store right to your product. And then navigate straight out again, paying our basket through the app, again. 

This would be a massive movement to in-store convenience, focused on two of shoppers' main complaints - "I cannot find my product" and "I lose too much time in store". But it puts special pressure on impulse shopping and, thus, margins of retailers. They will need to make sure that they move impulse shopping out of the shelves and into the app - which is nothing new, if you remember what Amazon does all the time with their suggestions...

Doing my laundry with a check list

Part of my current role is doing my laundry with a check list in my hand, while I feed clothes to my washing machine. I explain... I currently work in the Laundry category, and that means that, as always, I have to try my own (and my competitors') products. To make sure I have the same experiences as my consumers - and that I register them. This is a very basic rule of marketing - make sure you are following it.

P.S- Now, this is actually an improvement from the times when I was washing my hair with a check list next to my bath tub...

1111

1111. Or the 11th of November. It is the national "Singles Day" in China - 1111 represents four single persons, together. And it is a massive marketing day. In this day, Alibaba (the largest e.commerce company in the world) does huge single day promotions, smashing the online daily sales record year after year (in 2014, after 15h, they had already sold €5 Billions).

1111 was actually instituted by Alibaba. And is a great example of how to generate a strong marketing event, out of nowhere - creating a national movement deeply rooted in an insight (singles also want to feel appreciated as valentines do in... well, Valentines) that becomes part of the country's culture and that generates increased revenue to the retailer. A bit like... well, Valentines, or Mothers' Day. 

The one challenge for Alibaba going forward on this is how will it make sure that it will own going forward. Because, after creating and promotiong it, this day becomes part of the culture - and hence, it will belong to the people and be open to other retailers' appropriation. It will be interesting to see "Singles Day" developing over the next few years.

Just remember about this

Every single time you overpromise, you are setting your product to disappoint your consumer.