Comments for Customer Experience Matters

Comment on Apple’s Newest Strategy: Influential Bundling by Eric

Eric — Wed, 27 Aug 2008 19:41:53 +0000

Are the Zales and Apple example different concepts?

I don’t think the Zales case would generate more engagements, but I do think it would cause football guys to shop at Zales instead of at a competitor.

I think the Apple example is more likely to have more people make a computer purchase, and specifically Apple purchases.

Taking more pie vs. making the pie larger.

Comment on The Kindle: A Great Example Of Online Infusion by Weekly Headlines « Sarah’s Blog

Weekly Headlines « Sarah’s Blog — Wed, 27 Aug 2008 14:05:35 +0000

[...] has been a lot of talk about the pros and cons of Amazon’s Kindle. Why the cynical [...]

Comment on Apple’s Newest Strategy: Influential Bundling by MattBB

MattBB — Wed, 27 Aug 2008 10:07:07 +0000

Agree and don’t agree to some extent. I hate sitting on the fence. I like the idea of Influential Bundling, its a neat concept and I can see the application in a number of fields. However, doesn’t the idea of Influential Bundling reflect the sell for the need. So in the case above, the iPod Touch is what the daughter would use to convince the Dad to buy. “See Dad, you even get an iPod Touch with it”.

Do you think this can be applicable to all areas? Telecoms?

Comment on Apple’s Newest Strategy: Influential Bundling by Shiv Singh

Shiv Singh — Mon, 25 Aug 2008 16:09:07 +0000

Bruce,

Thanks, I enjoyed reading about your Apple Store experience. I feel influencer bundles are only going to increase in time - and that too more direct influencer bundling targeting the social influencers in decisions like this. The Quicken scenario that Parker mentioned is perfect example of how this could be brought to life. We encourage our clients to pay attention to this area and when it happens in the online domain - consider it social influence marketing.

Comment on Apple’s Newest Strategy: Influential Bundling by Todd

Todd — Mon, 25 Aug 2008 15:14:47 +0000

Apple always does a back-to-school promotion where they bundle an iPod with a Mac purchase. They do this to clear out existing stock right before they announce the new models in September. But knowing Apple and their marketing prowess, they probably do take influential bundling into account!

Comment on Apple’s Newest Strategy: Influential Bundling by Bruce Temkin

Bruce Temkin — Mon, 25 Aug 2008 13:50:39 +0000

Parker: Good point about the iPod Touch; which may only work on influencers in specific cases (like mine). I think that “Influencer Bundles” in whatever form are worthy of discussion, so thanks for adding to the conversation!

Comment on Zara Bypasses The Gap; It’s All About Customers by Bookmarks for 08-25-08 - Fast.Fwd.Innov@tion

Bookmarks for 08-25-08 - Fast.Fwd.Innov@tion — Mon, 25 Aug 2008 13:45:34 +0000

[...] Zara Bypasses The Gap; It’s All About Customers Caring about customers may make you #1. Not caring about them put you under stress not betting on a product. Would you bet on a product or on consumers? Remember the consumers are the “money-monkeys” that pay for your salary … [...]

Comment on Zara Bypasses The Gap; It’s All About Customers by Romain

Romain — Mon, 25 Aug 2008 13:41:07 +0000

Indeed customers are the tipping point here. And it is the same thing on every market. But only some companies are getting the point keeping the needle on product-centric way of thinking/ working instead of creating a user experience that matter to consumers.

Great post. Thanks

Comment on Apple’s Newest Strategy: Influential Bundling by Parker

Parker — Mon, 25 Aug 2008 13:40:41 +0000

Interestingthought on influential bundling. Just to play the devil’s advocate here, you could make a case that the iPod Touch wasn’t a play for the decision makers but rather a more traditional marketing play that affixed a “want” item to a “need” item to drive need item sales. The Macbooks have some degree of sexiness attached to them (because they *are* cool) however, because it is much more of a necessity in modern life than an iPod Touch. A person could make a case for needing a computer/laptop.

In contrast, it’s hard to make a case for “needing” an iPod Touch. Instead, I’d argue that an iPod Touch is a much more ubiquitous fashion accessory than a MacBook. The chihuahua of the electronics world as it were.

I think your case for influential bundling would be spot on if Apple launched a marketing campaign during back to school season that bundled a MacBook with a free copy of Quicken (so parents could more readily track their hemorrhaging money) or some video conferencing package that allowed parents to videoconf with their children while they were 1000 miles away at school. Both of those would be more along the lines of things influencers had been “meaning to buy” but hadn’t yet.

In my opinion, the iPod Touch is too cool and appeals to too many people to show a clear targeting to influencers.

Comment on Lesson From The Streets Of New York: Keep It Real by Off Topic: More Observations Of New York City « Customer Experience Matters

Off Topic: More Observations Of New York City « Customer Experience Matters — Sun, 24 Aug 2008 15:46:55 +0000

[...] Temkin in Customer experience. trackback We just got back from a family trip to New York City. As I did after last year’s trip, I decided to share some of my observations of “The City.” Here [...]