Exploring the Eight Layers of Matrix Retail

The age of Matrix Retail is already upon us and the only question to ask is will you acknowledge, understand, embrace, engage and tune all of the components of your company’s presence in the retail eco-system?

Or, will you choose to simply ignore them, continue in discrete multi-channel / abomni-channel mode and watch your competitors employ Matrix Retail methods to delight your customers, then dominate, devastate and ultimately destroy your business?

On a more positive note, we hope you opt for the former as the concept of Matrix Retail aims to help you bring about a state of zen awesomeness and retail customer joy as your business prepares to accelerate and break the e-commerce sound barrier.

Depicting something as pervasive and all encompassing as today’s real world digitally enabled retail environment is a tall order (especially for a graphically challenged logistics dude) but the above is my best representation to date of the eight layers of Matrix Retail which need to be enabled, interconnected and then tuned to fully deliver what I call ‘the logistics of customer experience‘. … Read more

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Social Media is the New Quality Control

Screen Shot 2014-12-26 at 8.19.01 AM

If your product is fantastic, when identified and energized your Advocates will spread the word like wildfire. Social networks and traditional word-of-mouth will start buzzing with your product, and sales will reflect your Advocates’ delight.

But your advocates won’t try to get someone to buy your sub-par product, and they certainly won’t apologize for you or your product. Don’t try to make your Advocates do that work for you, because they won’t… and they shouldn’t have to.

The sale starts with your product, not your Advocates; your Advocates are simply the reward you get for ensuring your product is and does everything you promised it would (if not more!). Your strongest relationships are built on trust – trust that your brand is committed to producing quality products and services – and if you don’t deliver that top-notch product, that essential trust is quickly lost. Along with the sales.

You might be tempted to use social media to over-highlight the best parts of your product in the hopes that the disappointing parts won’t be noticed. But even the best social media relationships can’t perform magic… they won’t make up for a less-than-great product, and in all likelihood the strategy will backfire.

However, the good news is that when your product is strong and does carry through on your brand promises, advocates (both consumer and employee), through their social relationships, can skyrocket your product sales. Advocates engage, word gets out, and sales happen. As Seth Godin says, Consider the category of ‘without apology’ “People will go out of their way to buy and recommend products that don’t require an apology.” They will go out of their way for you. Because they want to… because your product is what it is supposed to be and has passed Social QC.

Don’t waste your time trying to hide your product flaws. Invest your time in striving for a flawless product, and give your Advocates something to get excited about! #RonR

 

 

Previously posted at TedRubin.com

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Ted Talks About… Looking People in the Eye Digitally [video]

 

My New Book Available Now… HOW TO LOOK PEOPLE IN THE EYE DIGITALLY 

In How to Look People in the Eye Digitally, Ted re-introduces us to the one-on-one communication skills we’ve forgotten in our rush to new technologies. He shows us how we’ve let social and mobile technologies hold us back, and teaches us new ways to use the people skills we already have to stay connected in an authentic, human way.

~Previously posted at TedRubin.com

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Content Marketers Should Adopt Newsroom Habits

By now, it’s clear that what it means to be a marketer has changed. As a discipline, marketing is more data-driven, more dependent on technology, more accountable to outcomes.

But the nature of the work has also changed. Yesterday’s campaign-driven projects with their long lead times, well defined scope and clearly delineated beginnings and ends are giving way to something more organic and continuous, something more fluid, even improvisational.

But marketing organizations, by and large, are still organized around a campaign-driven cadence.

As part of the adaptation, marketing leaders are often told their organizations should look more like newsrooms. But what in the world does that mean?

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Return on Relationship, #RonR, is Measured…

$ vs Value

ROR, #RonR, is measured through organic engagement, community management, sentiment monitoring and so much more. It all comes down to one word: Value. How do your social media efforts create value for you, as a brand, and for your audience? What prompts that viewer to come back to your social channel(s) and to any other place you are looking to drive them to? … Read more

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