The Gateway Recession: What’s Next?

25 06 2009

Essential reading from The Counterintuitive CEO Blog, whether you’re a CEO or not.  Thanks to my friend Mike Troiano of Crimson Hexagon for pointing this one out.

Here’s the deal. We’re at a portal between eras: what was, and what will be. We’re not talking about change.  We’re talking about CHANGE. There’s a difference.

portal

Key takeaways from the article:

1) Digital will be mandatory, not a choice. But you already knew this, or you wouldn’t be reading my blog.

2) Brand loyalty will be limited. The news from the recent CMO study already wasn’t good news. Can we afford for it to get worse? I don’t think so.

3) Customers will look very unfamiliar, as shown in the Forrester report, The State Of Consumers And Technology: Benchmark 2008.  You may not like it, and you may not understand it, but your customer is being changed by technology — and your customer will change your company.

4) The war for people will be intense. Now’s a smart time to hunker down and develop skills that will be worth fighting for.  Which side of the portal are you on: the past, or the future?

5) You will sell differently. Many traditional channels won’t survive in the new era — because the new consumer won’t pick them up or tune them in. You will have to reach customers in new ways — blogs, Facebook, Google, Twitter, and whatever supersedes them.

6) The way you innovated is dead. This is actually good news: the old way hadn’t worked anyway for a long time. Isn’t it a relief to know it’s not your fault?  :-)

Click here to read.





Alice.com: CPG E-Commerce Revolution?

25 06 2009

UPDATED NEW LINKS August 31, 2009

The mesmerizing promise of milk, Mallomars and maple syrup via modem is as old as the Internet itself.

alice_logoIt’s powerful, exciting stuff:  When I was a partner in the digital agency I founded, Brandscape,  we worked for a really smart Boston-based company called ShopLink.

It felt like we had a shot at changing the world. Or at least the pantry. (Hey, you gotta start somewhere).

But, ShopLink hit the same wall that most of the others hit: doing this right turns out to be a very expensive proposition.

Alice.com is different in a lot of ways. Specifically:

  1. It offers big-box (read “Wal-Mart”) prices and free shipping.
  2. It has a different business model than traditional e-tail. They take no markup. Instead, Alice.com collects a fee from CPG manufacturers for shipping products out, and passes customer data back to the manufacturer.
  3. Manufacturers set their own prices.
  4. They have signed on 5 of the top 10 CPG companies.

A Weiden + Kennedy blogger makes an interesting and smart point here about how “alice.com uses coupons to create value and urgency using three variables — number of personal uses each coupon afforded, the offer expiration data, and the remaining number of available uses for the offer”.

The iCPG Unofficial Alice.com Link Round-Up

Here’s a link round-up and some screen shots, for when your Boss strolls into your office and says “you’re totally on top of this Alice.com thing, right?”

Alice.Com Screen Shots

alice-shop

alice-add_610x484








Follow

Get every new post delivered to your Inbox.