It’s Hard For Retailers To Embrace New Mobile Marketing Technology


I’ve been engaged in a conversation in a mobile marketing group LinkedIn discussion where people involved in solutions such as mobile coupons are complaining that retailers are intellectually lazy and not looking to embrace new technology.

I argued that most retailers focus on BAU (Business As Usual), working in their business employing strategies and technologies they have used for years, which they understand and can deal with. They do not spend anywhere near enough time working on their business, including strategies to embrace new technologies.

sold outMany retailers have been hurt by one-day deal companies, where they gave up 50% and more in GP in the hope that if they gave great service, they would win new loyal customers. Of course we now know that didn’t work and the only ones that made big money out of it were one-day deal companies. They didn’t have to invest in inventory or carry any risk to speak of.

I’ve presented at a number of conferences on the topic of mobile and location based marketing. What I found really sad was that of all the delegates, the number of retailers at these events could generally be counted on the fingers of one hand.

I’ve been looking at how I could help retailers, particularly in New Zealand and Australia with solutions available today in a cost effective way. I think I have come up with a solution, but its going to take me a fair amount of time and money to deliver.

I will start in the area of Travel and Tourism, largely because they are more focussed on customers who are actively looking for services and new experiences and the industry is used to investing to win new business. Their market is also tough and the traditional business services continue to largely support those who own the systems, ie reservation engines, directories, commissions to tour operators, rather than retailers themselves. These businesses are easier for me to access and easier to quantify direct ROI. Also the individual transactions often have a higher dollar value, so if I can demonstrably increase their cashflow and profit and share in the gain, I can recover my costs more quickly.

I was thinking about how hard it is to get retailers out of the shop to talk to them and from years of calling on owner operator retailers in the past, trying to talk to them in their own environment with customers in store, that’s all but impossible.

So I’m thinking retail readers, if there are any here, and would welcome your feedback on the best way to get in front of you and your peers. The problem is that most of them will never read this. The majority do not attend retail conferences, they don’t even participate in their own main-street organisations. They don’t even do something as simple as co-promote their neighbours. I remember years ago hearing Mark Blumsky (past retailer and Wellington Mayor) talk at the New Zealand Retailers Association conference about how he collaborated with his neighbours by giving away free coffee coupons at the next door cafe to people who bought shoes from him and the cafe gave discount coupons for shoes to their patrons. Leading retailers (because they were at the conference) all talked about it during the lunch and coffee breaks, but I don’t know if a single one of them ever emulated the exercise.

We have amazing free services such as Foursquare and people have probably used one of these apps to check into your store. They may even be your Foursquare Mayor, but you probably don’t even know what Foursquare is.

You need to embrace mobile technology and I want to help. But you’re probably not reading this, so you will have to wait until I have helped some other people first. If you are reading this, leave a comment, connect with me and others who want to see Australasian retailers thrive and grow in this exciting new world. Learn at your own pace, but please step outside of BAU and do something. One little step a day is 365 steps a year and that’s quite a lot.

I’ve been reading


This week I had a short stay in hospital for a minor operation and have been resting up to make sure that I don’t pop any stitches. For a couple of days I was popping pain relief which had as much influence on my head as my body, then I decided I wanted clarity back and started reading.

I mean really reading. I finished a book I had started weeks ago and started another straight away. I really enjoyed myself. I also got into reading some more articles and read a quote by Nicholas Carr, from an article in The Atlantic, which really resonated with me, entitled Is Google Making Us Stupid?

The core of the article is that we have access to so many snippets of information and the ability to easily research any topic, that we don’t have to do any serious reading any more. In fact most of us don’t bother any more. I have been an avid reader most of my life, but these days I spend more and more time on the computer.

My business and personal life involves amongst other activities, reading, responding to and writing emails and spending a lot of time communicating via Twitter, LinkedIn and Facebook, plus many sites such as MySpace and Music Forte, where I hope an A&R person or singer will pick up some of my songs. It seems to be a race from one micro-communication and application to the next.

In his article, Carr wrote: “My mind now expects to take in information the way the Net distributes it: in a swiftly moving stream of particles. Once I was a scuba diver in the sea of words. Now I zip along the surface like a guy on a Jet Ski.” That sounded so much like what I do, what I revelled in.

But here’s the thing for me. I have read thousands of books over the years, from literature to politics, science, philosophy and psychology and much more. I have enjoyed the American and English classics, with some Kafka and Solzhenitsyn, lots of Science Fiction, and many university texts. They have given me a background from which to interpret all the bytes of information I now sample, to understand them and make sense of them.

Because you can think faster than you read, I was able to analyse, interpret question and process everything I set my eyes on, storing it for future reference. But here’s the thing, many people today are not building those backgrounds of data and knowledge.

Many teenagers don’t read books any more. Many tell me they can count the total number of books they have read in their lives, on the fingers of one hand. When they communicate, they abbreviate words to send text messages on their mobiles or send emails. Spelling has become poor and many people who have come to me looking for jobs, could not write a quality CV to introduce themselves. When I complained about my children’s spelling in their school assignments, teachers told me that it was concept and intent that mattered, not delivery. I’m going on a tangent, but things are changing and they may not be for the better.

When it comes to news, only a couple of people in my office read a newspaper, although most of them are graduates. If we didn’t have one in the office, most people would know nothing more than what they see on the TV news, when they bother to watch it.

I’ve counted myself lucky that I live in New Zealand where people have had a DIY attitude, based around the history of being a young country where people had to solve their own problems and find ways of doing things despite many obstacles, including being about as far away from the rest of the world as you can get.

Kiwis have been known as inventors and problem solvers and have been well accepted in business all over the world, where specialisation is becoming more common. Even here though, talent shortages are becoming obvious, especially as people find they can earn more overseas. Another reason imho, is that without an intellectual background, and moving away from the land and domestic skills that come with necessity, we are losing those skills.

Companies who made their older staff redundant and replaced them with young managers are finding that they may be lacking in maturity that comes from experience and learning intellectually, not just info bytes. This is costing them dearly. In many cases older workers are going back into the workforce for economic reasons and companies are reaping the benefit of their experience, but this comes hard as younger people often think they know everything and don’t need ‘wise counsel’.

The world economy may help us, bringing people home from their extended overseas experiences, looking for a better place to raise their kids and our isolation could be a good thing.

Specialisation is going nuts. A story in The Futurist earlier this year by Bruce Tow and David Gilliam gave an example of a surgeon who was only qualifed to repair knees injured during the playing of football. There is a new specialisation now starting to becom sought after, which is that of a ‘connector’. A connector is someone who can understand enough about a lot of disciplines and can act as an intermediary to help solve problems outside of the specialist spheres.

Without realising it, I have become one of those. Many people come to me for advice in how to solve business problems. They have people within their organisations with amazing specialist skills, but without  the ability to harness these people to and networks to get results. Often it seems really simple to me, with my background and of course an objectivity that comes from not being involved in the path that got them to their current position.

So I’ve been reading and I guess I’ve been waffling, but I’m allowed because this is my blog. Many people think that Twitter and all the other networking sites are a waste of time. For many people they are, because they don’t have the skills to access the wisdom and knowledge behind many of the shared messages. The people who really maximise the wealth of information on the net are those who have read and absorbed knowledge first. The ones who rise up as genuine consultants share real knowledge. They don’t need to fill their micro bytes with quotes and links from someone else, they can think for themselves, because they did their apprecticeships, they learned intellectually and by doing, failing and doing again.

Maybe it was just the painkillers and reading this will be a waste of time. But then I don’t think reading is ever a waste of time.

Legacy Locker passes all your web accounts on to your beneficiary


I read a story in this morning’s NZ Herald which doesn’t appear to be available online. It was about a new web site which people can use to pass on all their passwords and account details for everything they do on the web from your online banking to all your web sites, social networking pages etc.

This was something I hadn’t considered before from my own perspective, or from those I leave behind. There are of course practical issues, such as having access to my online banking accounts but also my blogs, the sites where I post my music, such as MySpace and Music Forte, and my social networking sites such as LinkedIn and Facebook.

The practical things are important because I would want to ensure that my beneficiaries have access to all my assets, but there are also the emotional considerations. Unless someone does something about it, my blogs and my social networking pages will remain forever. Personally I think it would be nice to leave a digital footprint behind, especially for my music, but also where people can remember me, almost like a legacy, where my own perspectives can be seen, rather than other people’s interpretations of them.

The NZ Herald story, which came from Telegraph Group Ltd, (which I also couldn’t find online) raised issues of the pain that it might cause to people left behind, when their loved ones pass away, seeing all their posts, photos and other net based activities, like footprints in the sand that people can see in time to come. It could be very painful.

On the other hand, I would love to be able to access information left by my forefathers. I have travel diaries from my grandparents and a small number of photos, but mostly their information is lost forever, or scattered, not shared, amongst my many cousins, uncles and aunts.

So the Legacy Locker service allows you to ensure that people left behind have access to all your accounts and can follow through on your wishes after you pass on. I don’t know how they find out that you have died, their must be a mechanism for that, but you have the ability to write an email that will be delivered to your beneficiaries after your death, so that they have access to all the information you want them to find.

It looks like they have all the systems you need including bank level security, to ensure that your data is safe. Check them out here.

They make a good point on their site that online assets have value. There may be areas of financial value, but there is also the intrinsic value of having access to photos that you may not have ever printed, music, diaries / blogs and traces of all your relationships, business, family and friends.

The pricing is also very reasonable, $30 a year, a flat fee of $300 and you can also have a free trial. I’m not so sure about the free trial other than being able to evaluate how it all works, but it is something I would probably do if I was going to sign up. Will I sign up, not at the moment, but maybe some time in the future, who knows?

Life without Internet Part 3


While it is still clear in my mind, a couple of days ago, after losing my net connectivity for a few days, I said I would look at a typical day on the net to see how reliant I am on it. Here’s a synopsis of my connected day yesterday.

After having breakfast I went to my PC at home and posted a new photo on my Buzznet page and read the 11 comments people had left on my photos from the previous day. I checked out a few photos from my friends and left comments where appropriate.

I then posted Songwriting Tip 89 on my Twitter page after reading and replying to a few ‘tweets’ from my friends.

I checked a few emails on my GMail account which is once again up over 100 emails that I haven’t read yet. Most of them related to the Music Submission service I subscribed to last month. Several traditional radio stations as well as streaming stations have picked up my songs, so lots of follow up to do there.

Listened to a couple of songs and made a few comments in a forum at Music Forte.

I had a quick look at my MySpace messages and shared emails with a great singer in the UK who is looking for some bookings for a NZ Tour. Gave her some contacts to follow up.

Last but by far not least, I updated my podcasts on iTunes and downloaded them to my iPod so I can listen to them in my car with my Belkin FM Transmitter.

So off to work listening to my latest podcasts, including one from Podcast Tools which was debating whether you should use WordPress as your podcast host. It was fairly compelling, but for now, given that all the podcatchers including iTunes know where to find me, I’ll maintain the status quo. Great that WordPress now offers 3GB and I am pondering how to take advantage of that.

So into the office and fighting through around 50 unread emails (not spam) including lots of CV’s as I am about to employ a new sales and marketing assistant and into the day. Email is a major part of my day and I could not be efficient without it. Problem is I have to much, but once my Assistant has been employed we will be able to share the burden. My email folders are also over the corporate email limit which is a pain because I don’t have time to really cull it. I don’t think my limit is appropriate to my position, but anyway, that’s another debate.

My browser is permanently open with 5 tabs being our corporate Intranet, our website, my iGoogle page, Grab a Seat which is Air New Zealand’s page of daily specials, nothing special for me today but occassionally they have some amazing deals. I also have WordPress open to remind me to keep an eye out.

I posted a help forum on my Geekzone page after looking up the Philips Helpdesk details for my Skype phones, which started playing up after I replaced my modem. Couldn’t find out how to reset them.

Got together with the developers who are working on our Facebook application which we hope to launch in the next few weeks, which also included getting a new GeoCoder built to help with the maps that will be on the page.

Downloaded a Reference Checking Form from our Intranet which was surprisingly good.

Followed through a few stories from my iGoogle aggregator about GPS, location based news etc, including a couple of DIGGS.

Gave a recommendation to one of the pioneer leaders in the car navigation industry on my LinkedIn page.

I’m sure I’ve missed a few items because I found keeping a log too slow. But you get the idea. I am very connected.

When I got home, I once again checked MySpace messages, friend requests etc, caught up with Facebook, sent out another couple of Tweets on Twitter, caught up with some more email, put some photos onto a CD for printing that a friend emailed to me and finished with a couple of poker tournaments, one on Facebook to stay ahead of my friends in points and the other in PokerStars where I am getting my funny money up to the 7 figures so I can cash it in for some free real money. I like the idea of building up a stake of real money without ever having to have invested my own hard earned cash.

So turn off the monitor and off to bed. There was more to my day, I’m not that shallow, but this story was just about the connected parts of my day. The reality is that whether it is on my Blackberry, my home PC or my work PC, I am almost constantly active on the web. My life would be very weird if I wasn’t wired.