April 18, 2009

Making A Mess

Give this article from Get Elastic a read. In particular, enjoy this quote:
  • My first retail job was selling shoes in the mall. When the mall was “dead” and the store empty, we would begin to make a mess. We’d pull shoe samples off the shelf and throw them all over the floor. The idea was people browsing the mall are more likely to enter a store with activity than one where the sales girls are leaning over the counter tapping pencils and blowing bubble-gum.
Somewhere in our "best practices" world, we stopped trying to sell, we stopped trying to create demand.

Modern e-commerce would never disrupt the online store in the way that a retail employee would willingly make a mess of the physical store.

Best of all, this stuff can be tested. We can "make a mess", and then see if making a mess increased sales.

Email Marketing and Discounts

It comes up over and over again. The email marketing team wants to maximize open rates (not profit, mind you, open rates). How does one...