An experienced marketer seeing the customer experience from a new perspective - as a Mom. Is a brand's moment of truth any different after you have kids? And how do you fit your passion for TV into your newly focused world?
Mini Rant - sometimes it isn't just a shopping cart
Yesterday I read this blog post from the Church of the Customer blog about fees being penalties. In this case they were relating a lack of baggage fees with increased business. They make a good argument - one with which I very much agree.
As I searched frantically in my wallet for my loonie to get myself a shopping cart (while restraining my rampant toddler who wanted to run amok through the store), I thought this might be similar. Why am I paying a fee to get a shopping cart? A basic necessity when shopping for more than 1 thing (leaving the other hand free for restraining said child). I know the argument from stores is that it saves them money and in the end keeps their prices down. Frankly it seems a cheap way to put the onus on the customer. A penalty for being their customer. And frankly a real pain in the butt for parents shopping with children (and who might not be so organized as to always have a loonie at the ready for the store).
The assumption is that a loonie (or a quarter at some stores) is enough money to ensure I take my cart back OR that I don't steal the cart. This policy assumes I'm guilty before I even come into their store. And if I really wanted to steal the cart would the loonie really stop me????
When I fly I need to take baggage, so I don't expect to have to pay for that 'extra'. When I shop I want to buy more than one thing. And I don't want to have to pay a 'deposit'.
Sure I get the money back for good behavior. But that isn't the point.