When Target opened a block from my office, my mad-dash, lunch-hour errand running became a thing of the past. I could, in one fell swoop, replace my torn computer bag, pick up a High School Musical t-shirt/bag/boardgame/pillow/doll for one of my daughter’s gal pal’s birthdays, and get a gallon of milk. And, because they open 30 minutes before my office does, I could head there straight from car pool drop off, do all my shopping, and on the way out the door indulge in my grande nonfat, no water, five pump Chai Tea Latte. Simple. Simple. Simple. (OK, the drink order may not be quite that simple.)
When I recently skirted past the stand-up Target staff meeting at 8:01 a.m. (no lie, I am there that early and have more than once christened the automatic door opener’s day), I heard the manager reminding employees that shoppers now could keep their Target gift cards digitally on their cell phones, which could be scanned at check out. Wow. Add another simple to my happy dance, because I’ll no longer have to rummage through my handbag to search – often unsuccessfully – for my gift cards.
Simple is the mantra for consumers today. Digital gift cards. Cash registers that remember my last purchase. Customer cards that ensure I receive customized e-mails promoting when ‘my favorites’ go on sale.
But what is this need for turn-key shopping doing to our profession? As a marketer, it’s actually getting more complex to find ways to make things easier. But it’s clear that this is the way we have to be thinking. Consumers are busier, and more discerning. Messages are prolific. And communications channels, well, they overfloweth. Our jobs are getting harder, and we need to rise to the challenge – for the sake of the consumer, and for the needs of our customers. It’s that simple.
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