Who Buys Site Unseen?
There is only a small percentage of the economy that buys site unseen– we regular people down here in the middle group that actually make up the larger percentage of the economy can’t afford to make costly mistakes such as not seeing or touching the property.
This notion that a consumer will ever click “buy” and submit some kind of bank order number to complete the transaction in any great number with an email receipt is laughable. Would the top 1% do it? Sure.
Would it be cool as the kids say? Sure, but is it practical? No. Do I believe agents should multiply their reach online and offer great search tools? Yes, and should they provide the most outstanding offline service as well while creating new avenues of communication? Absolutely.
But Let’s Not Forget…
Those Mom & Pop 5/dimes went out of business, sure, but if you look really closely, only the name and size of the store changed- it just got bigger, and yes, it’s called Walmart. Is Walmart foolish for their billions in expansions offline? I don’t think so. They’re profitable.
They wanted Mom and Pop’s offline action. They do offer a shopping service online, but they spend major coin offline to complete that transaction, and they’re really not that inexpensive anymore when you factor in quality- try one of those offline outlet malls called Prime Outlets that are popping up all over the place.
Or how about the Saks 5th, or two new Nieman’s we have here in town- why didn’t they just stay online? The last I checked however, these babies weren’t reduced priced by any stretch.
Or how about Ikea? It was primarily an online player at one time, but today, they’re expanding big box retail all over the country.
As another example, banks tried to go online all together, but I swear it seems branches are popping up all over the place including Wachovia, Chase, Cap One, and Amp’d, to name just a few. The branch building got smaller and more nimble, but the numbers of box units have doubled in most cases.
I noticed the other day offline branches of those stock trading companies opening shop around the city too, and today we’re using a travel agent to book a hotel in a city we’re not familiar with (that also isn’t online).
We also have at least 6 new super targets btw, and they also have had an online presence, and the last time I checked their prices seem really high compared to two years ago…
Did the Little Guy Adapt?
But back to the top 1% and Walmart – same crap different day, only the name changes offline and the size of the store gets bigger and bigger. They roll in on lower prices, beat out the middle America guy, and then build a big building on his grave- that top 1% that buys luxurious homes online just made millions. It wasn’t that the little guy didn’t adapt, he just wasn’t in that top 1%.
Even Apple had to get offline to complete the transaction… Oh yeah, and what about Sprint… The list just goes on and on and on and on… and don’t forget those little ebay stores- we have one here in a 60 year old shop on Main, right next door to a mom and pop antique store.
The rapid expansion of commercial development is proof of the consumer’s demand for tangibility. What’s the lesson here?
What entreprenuers can learn about branding from trendy startups
(BUSINESS MARKETING) What’s the secret of focused startup branding, and how can you apply it to large enterprises?
Think of your favorite brand. Is it the product they offer or the branding that you love? Exactly – brand ethos reigns supreme, especially with those trendy, aesthetically-pleasing startups (I never thought Glossier had good makeup, but I’d be lying if I said I didn’t visit their website once or twice a month).
So let’s break it down.
Co-founder of Red Antler – a company that assists startups in creating successful branding – Emily Heyward believes in a few branding truths.
Firstly, you have to make sure not to market your brand as a single product or experience. Doing so, she says, will pigeonhole you and thus truncate your ability to expand and offer new products and services (she gives MailChimp, known almost exclusively for email marketing, as an example).
What Heyward does say to do is instead market an idea. For example, the brand Casper (one of Antler’s clients) markets itself as a sleep company instead of a mattress company. By doing this, they kept the door open to eventually offer other products, like pillows and bedding.
Heyward states that this “power of focus” is a way to survive – with countless other startups offering the same product or service, you have to position your company as offering something beyond the product. Provide a problem your customer didn’t know they had and offer an innovative solution through your product.
Ever used Slack, the app-based messenger? There were other messengers out there, so focus of Slack’s branding is that regular messaging is boring and that their app makes it more fun. And customers eat it up.
How can this logic apply to mid-to-large enterprises? How can you focus on one specific thing?
Again, placing emphasis on brand over products is essential – what is it about what you offer that makes your customers’ lives better? It’s more cerebral than material. You’re selling a better life.
Another thing to remember is that customers are intrigued by the idea of new experiences, even if the product or service being offered is itself not new. Try not to use dated language that’s colored by a customers’ preexisting feelings. Instead, find an exciting alternative – chat solutions are desperately trying move away from the word “chat”, which can bring to mind an annoying, tedious process, even though that is in fact what they offer.
Broadening the idea of focused brand ethos to a large company can be difficult. By following these tips and tricks from startups, your company can develop a successful brand ethos that extends beyond your best product or service.
Spruce up your product images with Glorify (just in time for Black Friday!)
(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.
Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.
Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.
In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!
Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:
- background remover tool
- templates based on popular product niches and themes
- design bundles for your website/store, social media
- annotation tool
- upload your brand kits and organize your projects under different brands
- 1 click brand application
- & much more!
“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.
Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.
Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!
This new Chipotle location will be fully digital
(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.
A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.
To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.
The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.
It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.
Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.
As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.
For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.
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