The holidays are here, and so is the holiday advertising.  In light of all the data about online purchasing and mobile usage, offline retailers are using their ads to relentlessly promote their online and mobile channels this year.  It is obvious that these retailers are struggling to optimize their online customer experience to compete with the likes of Amazon, but offline these retailers are doing very little to evolve the in-store customer experience. An in-store experience should be a lot more than product placement, store design, and lighting.  The in-store experience should more deeply consider the needs of the customer as she shops.
Are a large number of your customers moms?  Then, watch this video:
https://www.youtube.com/watch?v=HB3xM93rXbY.
This ad ranked #10 in AdWeeks Best Ads of 2014 because it tells such a powerful story about how our moms are such under-appreciated superheroes. A mom’s job never ends. They are cooks, maids, babysitters, nurses, drivers, and usually the chief purchasing agents for their families. Yet, can you imagine a corporate sales rep  treating a corporate purchasing agent with such indifference? Talk to any mom about the challenges she faces when she simply bundles up her three-year-old and heads to the store.
Now imagine how much harder all that is during Christmas season. Instead of thinking of new ways to hock your wares at full blast whenever she is nearby, what can you do to take care of her and her needs as she shops? What about your customer experience is unnecessarily difficult for her?

  • Does she feel like a criminal when she returns something because she has to jump through half-a-dozen hoops?
  • How long does she have to wait as she wrestles with a hungry, screaming child?
  • Is there a safe space where she can take a break from shopping for a few moments to tend to herself or her child?
  • Is there anything more you can do to help her entertain her child as she waits in line?

Can you see how powerful it can be to just understand the story of a modern-day mom when you place her in the context of your customer experience? That is exactly what Buyer Legends is all about.

Do you think you can use this story as the basis for creating a different story/legend that improves your own customer experience for moms?

We would love for you to share your legends, thoughts, and ideas.