Our Gruen Experiment

Marie and I headed down to Westfield Marion on a mission to buy some gifts. We decided to experiment in a completely new shopping centre how disoriented we would become, also known as the Gruen effect. I've decided to blog about our adventure with special comments (in italics) from Marie.

For those that don't know Gruen isn't just the popular ABC show about marketing. The current shopping mall layout was first designed by Victor Gruen. It is a highly confusing layout of stores causing consumers to forget exactly what they were there for and increases the likelihood of impulse shopping. It's why there are no windows so you can't see the world outside changing and why there is a distinct absence of clocks so it's easy to lose track of time.

With this in mind Marie took my phone, changed the time (so I couldn't cheat) and we set off. I kept asking Cassie what time she thought it was - to my surprise she actually thought it was later than it actually was. I thought the whole purpose of the "Gruen" effect was that consumers thought they were in the shops less time than they actually were. To be honest I had a few hints, I saw how quiet the food court was and school kids walking around and could determine the time.

I quickly became confused between the major retailers. I thought I was in Harris Scarfe and was in fact in Myer. Crossing the mall, up and down levels combined with the fact I had no idea of the mall layout just added to the confusion. The confusion was also prominent for me despite knowing what time it was, I felt that the shopping centre was ill planned and made it more difficult to shop. Given its supposed to be a large and superior shopping mall I was awfully surprised at how hard it was to navigate.

I love online shopping and for this reason is rare for me to now simply browse a shopping mall without a specific purpose, which allows me to get in and out very quickly. Real shopping, as I discovered, is REALLY tiring. My feet were sore, my brain was aching, I just wanted to go home if I could ever find my way through the maze of stores. I became extremely disoriented to the point where I felt drunk, nothing was making sense and I was losing my mind a little bit. We both almost became impulse shoppers continuously, I wanted to buy lots of junk I didn't need but I have a feeling thats my shopaholic nature and love of material things - not the gruen effect. Leaving Marion, Marie and I had completed our mission of buying gifts although it probably took a lot longer than either of us expected.

Has anyone ever had a similar experience when shopping or is it easy to ignore the so called Gruen effect?

Is Brand Loyalty Hereditary?

My good friend, Marie Logan (follow her on Twitter @marie_logan or check out her delicious blog http://thedeliciouslifeofme.blogspot.com/) brought the fact of brand loyalty to my attention this morning. Marie recently bought a gorgeous bright blue Nissan Micra for herself, affectionally known as Mikey. Now, Marie had effectively decided to purchase Mikey before looking at any other cars, and simply visiting other car dealerships cemented the fact she had made the right choice for her. 

The main reason Marie headed straight for a Nissan dealership was because her Mum also owns a Nissan and loves it. With that in mind why would Marie doubt her own mother and look elsewhere? Now we come to the issue of brand loyalty and how it begins in consumers. Many people would have the same experience when purchasing certain items. I know I can't go past Yamaha speakers because my Dad adores them and my Mum swears by Clinque so when I started wearing makeup my first stop was the Clinque counter at Myer. Getting consumers at a young age is brilliant for brands, and if done successfully can lock in a brand loyal consumer for a lifetime. 

I know I'm old enough now to make my own choices as a consumer but many of these brands my parents are loyal to have been transferred to me. Do you think brand loyalty is hereditary?

Twinternships

I stumbled across an article from Adelaide Now earlier this year as I was job hunting:
http://www.adelaidenow.com.au/news/south-australia/interns-help-firms-turn-on-social-media/story-e6frea83-1225983833486
It is all about companies hiring interns who focus on social media including Facebook and Twitter, called a twinternship. Something that many companies feel simply because they have a presence on social media means that it is an effective communication tool. As I blogged about yesterday, Qantas, used social media to report through a press conference and received mixed reviews. However for social media to be most effective it requires a two way communication.


Through my University degree majoring in Marketing I am discovering just how powerful a tool social media is, creating jobs that only a few years ago didn't even exist. It seems like the perfect fit for businesses wanting to have a greater online presence through social media and for young graduates wanting experience in a professional communications environment.


It sounds like the perfect job for me! Anybody in Adelaide need a twintern?

Qantas Tweets Up A Storm

Today, Qantas used Twitter to make massive restructuring announcements that were quoted straight from CEO Alan Joyce's speech. They created their own hashtag #anewspirit  and it's debatable whether it was successful or not. Personally, I loved it. Using social media as a means of reaching a wider audience is genius. I wouldn't have paid much, if any, attention to the speech otherwise and I certainly wouldn't have known so many facts that were presented.

Many people were outraged at the information announced but this post is looking directly at the communication channels rather than the message. It is said that its better to not use social media tools at all rather than use them poorly. As a method of delivering such major announcements it was adventurous and I believe it paid off for them.

Looking at the feedback Qantas didn't receive many all-round positive reviews. Many were annoyed at the volume of tweets and how such bad news (job losses) were announced inbetween good news. What company would simply report all bad news? Qantas has tweeted it was an once off event which I think is a shame. Perhaps with a lower volume of tweets (something the company has acknowledged may have been an issue but necessary to convey everything) it could be an excellent tool. It was useful during the ash cloud situation in Australia earlier in the year to keep customers informed.

One aspect Qantas has really excelled in this whole situation has been the response to feedback. Qantas responded to the mixed reviews in a polite and informative manner. More businesses need to realize it is a two way communication rather than simply spreading information and not interacting.

Did you like Qantas' use of social media? Do any improvements need to be made?

Loyalty Cards

That familiar question when you're standing at the checkout of your local supermarket, "Do you have FlyBuys/Everday Rewards?" Having worked at a supermarket I know how annoying that question is, trying repeating it for every single customer that you serve. Some people have it ready before I even ask, others take forever digging around in their purse to find it. I have even had people say they don't have a card only for them to open their purse or wallet and I see the card in a prominant position.

There are consumers who use their loyalty cards to their advantage, collecting points and redeeming them for gift cards and luxury items. Others simply collect points haphazerdly or leave the card in the stack of other disused loyalty cards. With retail stores, in particular the major supermarkets, collecting so much information about an often weekly shopping adventure, this information isn't being put to much use.

Knowing what groceries consumers buy is such powerful information, in particular for marketing purposes. If you can discover that a particular person only buys Tim Tams when they are on sale why not exploit that piece of information. Despite the annoyance of constant spam emails the occassional email to the main grocer buyer, saying Tim Tams are on special this week, come to our store wouldn't hurt. There is the possibility of getting spammed with weekly or even daily emails about specials at our local supermarket. I wouldn't mind an email telling me that a particular product that I buy every single week is on special.

I can imagine many consumers being outraged this information is being collected, but what did they really think these loyalty cards were about, giving gifts to consumers? No, its about companies finding out information about their consumers so they can better target their needs. If Coles or Woolworths can find a way of using this information to their advantage in an ethical, responsible and useful manner it's a win-win situation.

Post Purchase Is Important

The customer purchase decision contains 7 steps and I believe the last step is overlooked the most by many businesses, post purchase. Essentially, when the purchase has been made and the customer is reflecting on whether they are satisfied, it fulfilled their needs etc.

Today I had to ring a particular company, HP, about the warranty on my calculator. I named Hewlett Packard because I believe it's important to inform other consumers about all types of experiences.

My first difficulty was locating a number to actually contact the company on. If it takes me 20 minutes searching your website to no avail then that is the first problem. I only persisted because I needed my issue resolved. What if I had positive feedback about your products and gave up after 10 minutes? Is it too much to ask to make a large company contactable in some way?

After dialing the only phone number I came across during my search it automatically went to an automated message with an American accent saying to call back during business hours. In my desperation I rang the parts department in the hope they would be able to assist. I was told by all 7 different operators that I spoke to, after being on hold and giving over my contact details every time, that they couldn't help. I collected 5 different phone numbers to call and after trying all of them I still hadn't spoken to anyone who could remotely help me.

I don't think I am a difficult customer to deal with. In my casual job I deal with disgruntled customers on a daily basis and have sworn I would never behave in such a manner with anyone regardless of how angry they made me. With such a large business like HP is it so difficult to ensure you have a sufficient amount of resources available to help your customers. After my negative experience with HP I know I won't be buying the brand again, even if my issue doesn't eventually get resolved. With a competitive market across all types of products and services there is no shortage of choice for consumers. If businesses want to keep me as a loyal customer they need to understand my needs and try their best to accommodate them. It won't work out every time but a little bit of effort is all I want.

So now I'm stuck with a broken HP calculator, trying to calculate the time difference between America and Australia to ring HP, and having wasted half my day.

Am I too harsh on HP's lack of service or well within my rights as a consumer?

Personal Branding with Michelle Prak

Michelle Prak, Digital & Social Media Consultant with Hughes PR, was the guest lecturer in our Management of Brands lecture at the University of Adelaide. Not only is she present on practically every social media tool, she has an amazing personal brand. She brought up so many fantastic points about the use of social media in regards to personal branding that I just had to share them.

1. Be Consistent

When you have profiles across so many different platforms like Michelle does then consistency is a necessity. She has the same profile image, so switching between platforms her brand identity isn't lost.

2. Have a Plan

Especially for the blog writers out there, have a focus or general idea of what your blog is about. It could literally be about anything as long as you have a passion and stayed focused. Having a plan will also help you decide what to write about.  Ask yourself 'why are you there?'

3. Converse

Engage in conversation with people and participate in online communities. It is a great networking tool, will improve your personal brand, and make social media much more interesting to use. 

4. Be Professional

You never know who is looking at your profile so be professional. Social media is a brilliant way to network with people you may not normally meet and can create many opportunities. So delete those embarrassing bios and pictures. 

I left the lecture with a clearer idea of how to nurture my personal brand and how to use social media to its full capacity. 

Follow Michelle on twitter @Prakky or check out her blog (especially if you're passionate about or interested in social media) http://prakky.wordpress.com/

My Tony Bianco's

I stepped in a puddle today. Nothing spectacular, I know. As I continued walking something made me turn around and I saw my footsteps. I was wearing my Tony Bianco ballet flats, a pair I've owned for many months. My footsteps were actually spelling out the brand name, Tony Bianco.

Something so subtle yet so very eye catching. Such a useful aspect too, if I see a girl wearing a cute pair of shoes I can simply read the footprints to see where she purchased them. I know this pattern isn't on every pair of Tony Bianco shoes, but wouldn't it be the most fabulous advertising ever. 

I've decided every time it rains I'm wearing my Tony Bianco flats just so I can make these cute footprints!

Online shopping versus the retailers

The battle between online shopping and Australian retailers has ignited in the media once again. Being a passionate shopper I decided to put both forms of shopping to the test by engaging in some retail therapy, all in the name of research of course.

Gift shopping at Tea Tree Plaza

I knew I want to buy a piece of jewellery for this gift but also wanted to browse what was available before purchasing. Having numerous jewellery stores in close proximity to each other made it easy enough to browse fairly quickly. I finally settled on a particular store, Pandora, and received the most amazing customer service I have perhaps ever encountered. A young lady named Rebecca, was polite, offered suggestions and above all was patient when I simply needed more time to consider my decision. After complimentary gift wrapping the transaction was complete. I walked away completely satisfied and with the gift in hand.

Online shopping on Forever 21

I was given a gift voucher for a popular online shopping store for my birthday and finally decided to use it. Given the shipping on this particular website is fairly expensive I needed to make a substantial purchase to make it worth the shipping costs. I sat on the couch, iPad on my lap, coffee next to me, searching clothes by item, colour, size, price, whatever my heart desired. I asked for the opinion of my sister and Mum intermittently all from the comfort of my own home. I saved many items on my online bag and when I thought I had exhausted every aspect of the website I decided it was time to start culling. I went through my bag and removed items until the only things left would be suitable purchases. Within literally the click of a button everything was purchased and would be on my doorstep within 10-15 business days.

Honestly, I don't know what retailers can do to entice consumer back into stores and away from online shopping. I know that I can get 4 beautiful cocktail dresses delivered to my door for the same price of buying one at a store. I know what option I would choose. Yet online stores can't offer the same amount of amazing customer service that I received today. I know next time I need to buy a special gift the very first store I will look at will be Pandora. Consumers are looking out for their best interests and for many online shopping satisfies their every need. I don't agree that the deregulation of trading hours is the answer to bringing consumers back. Retailers need to put in far more effect to entice consumers back and if they take too long they may lose many consumers to online shopping forever.

I know this debate won't be solved anytime soon but the overall winners throughout all of this will most definitely be consumers.

My name is Cassie and I'm addicted to Foursquare

Today, I stole two mayorships, added a new friend to my network, went to the top of the leader board, and checked into 8 different locations. For those who have no idea what Foursquare is, it's essentially Facebook Places but with far more interesting and competitive aspects.

I've been a daily user of Foursquare for almost a year now. Before Facebook Places was introduced whenever I mentioned checking in on Foursquare my friends thought I was a little crazy. Apart from the potential privacy issues, why would I want to share my location and what incentives are there to check in. Firstly, I only allow people I know to view my profile. If I don't know them I won't accept the friend request, solving the privacy issue. Sharing my location is for a variety of reasons. Letting my friends know that I'm visiting a trendy restaurant, in an University lecture, or even at work. I can also see where they are, if they are nearby I can call them to catch up. The incentives are beating your friends in points, the more unique check ins the more points you receive. Some social media savvy businesses are jumping on the Foursquare bandwagon and offering discounts or special offers when you check in there. Personally, I have only unlocked one Foursquare special. The Austral on Rundle street, every check in you can redeem $10 jugs when you show your phone at the bar. Perfect for the struggling university student!

Foursquare solves the biggest dilemma I often have in life, deciding where to catch up with friends. I can bookmark locations so when the need to go out for dinner arises I have a list of places to choose from. Not only does it save time deciding but often I can visit new restaurants every time, something I love to do. I can also view tips from other Foursquare users about their experiences, positive or negative. I've chosen a particular meal based solely on a stranger's tip.

If you don't have Foursquare I suggest you download it right now, open an account, and start checking in. You can thank me later.