On the Border of Experience Overload?
Selling books is a hotly competitive business these days, with all of the major players and many of the local retailers creatively vying for customers. (Watch for an upcoming article about all the goings on in our January/February issue of 1to1 Magazine). We recently wrote an article in 1to1 Weekly on Borders' updated loyalty program, and then blogged on the topic of whether there's a reward in using reward programs.
Interestingly, the article prompted a note from reader Bob Lang on another one of Borders’ retention strategies: Borders TV.
No, not TV as in “sit on your couch at home and grab the remote.” TV as in, “I’m trying to look for an interesting novel, but there’s programming on cooking tips with information on cookbook playing on the flat screen located down the aisle.”
Lang wrote about his encounter with Borders TV:
“There is something wrong about being in the middle of the magazine department at the Danbury, CT, store and being forced to watch TV because they have both audio and video on. Maybe, and I say maybe, it could have some value for the lonely in the coffee shop area. But, for those who still like the printed word and want to escape TV everywhere and relax in the quiet peace of a bookstore, even the elevator music can be an assault on our senses. Why make it worse? It would seem to me that short-term profits will be gained at the expense of long-term customer satisfaction. But what do I know? I am just a customer.”
In my response I wondered what kind testing Borders conducted with what segment of customers before launching Borders TV. So Lang decided to conduct his own straw poll:
“I was on the faculty for a lawyer training program this week in DC, so I did my own informal survey on the subject and the response was 100 percent negative. And if lawyers aren’t a prime part of [Borders’] demographic I will eat my hat.”
In an interview with The New York Times Borders CEO George Jones said, “you browse, buy a latte, read a magazine. It’s...another way that we can bring knowledge and entertainment.”
What do you think? Is Borders TV, which shows special offers and content from Borders.com and media partners, an inventive way to capture customers’ attention and showcase cross-channel offerings or is it an assault on the senses? And what about all those flat screens showing up in malls and elsewhere? Effective or clutter?
Matthew,
During the course of my holiday shopping this past weekend, I was especially attentive to the digital signage I encountered in several stores. To your point, much of it was "cool" imagery that did nothing to enhance my experience or build my bond with the brand.
As you suggest, like any marketing tool, these displays must be both relevant and useful.
First, let’s qualify the following comment:
I’m the classic male-hunter-shopper who goes direct to what I came for, and gets out as fast as I can. I do browse book stands or sit and soak up the environment over a coffee, but that is rare.
I’m also a retail guy. The larger part of my carer was spent on a 52 week flyer program, in-store marketing, grand openings, sales analysis, field management and retail display, for two a national chains.
A local grocery store has HD Panels throughout the store and I made a point of watching to see what they were doing with it; nothing of interest or value so now the panels go un-noticed.
In an open market or on the midway at the exhibition, you have to fight for consumer attention. Once they are in your store you already have their attention so it’s more about directing or influencing their purchase decisions.
TV is just a moving poster or banner that makes noise and like any other piece of store décor or signage. It’s not good enough to stick up wherever you have a blank space and expect it to work.
If you’re trying to read a book or a magazine, of course the TV is just noisy distraction. If I’m buying an appliance and the TV offers information or savings, it’s a bonus. If I’m a frenetic teen, visual stimulation will get my attention for a few seconds, but to what end?
TV doesn’t change the game at all; it’s just another possibility for signage and décor.
You still have to plan the in-store experience; it has to be relevant to the demographic, psychographic, product mix and shopping habits. What you put on the screen should have a clear purpose; it can work for you, or it can work against you.