June 20, 2010

Dear Catalog CEOs: Crutchfield

Dear Catalog CEOs:

Many of our loyal readers forwarded this link from Harry Joiner, a noted E-Commerce Recruiter ... it is a video showing the new 3D catalog from Crutchfield. Click below to watch is video:


I know, I know ... you are going to tell me all of the reasons why this won't work. You'll tell me how you tried something like this back in 2002 on a CD that you sent to a customer and that didn't work.

Give Crutchfield two points for having the courage to innovate, to try something different. Couple that with the Catholic Church and their use of the iPad, and you starting to see the early seeds of the stuff that will replace e-commerce.

And rest assured, e-commerce is dying (I can hear the screams from all across America right now as I write this in the cloudy, gloomy 54 degree Pacific Northwest). Sure, customers will always shop online. But traditional e-commerce, where you depend upon Google to act as a traffic light for brands willing to drive on the information superhighway, the form of commerce where you physically visit a website and drill up and down and plunk items in shopping carts and measure clicks and conversions, that form of commerce is dying.

Why not be like Crutchfield, and at least try something different? Why not create a new channel?