Archive for shopping

Uniform trumps female charm

Posted in Ideas you love to share, social, Thinking with tags , , on April 21, 2011 by Joanna Lyall

A friend of mine wanted to buy an iPad 2 last week and tried to do so at the airport.  She went into the store at the airport and spoke to the manager.  They had sold out for that day but said they were getting some in tomorrow, so she fluttered her eyelids and asked if there was any chance they could save her one.  The manager said ‘under no circumstances can we do that, it is first come first served’.  So she went away disappointed.  5 minutes later her husband went in to the same store wearing his Pilot Uniform.  He spoke to the manager and made the same request, and this time the manager said no problem and that he would put one aside the next day.  Obviously my friend was delighted and also slightly bemused about the power his uniform appeared to have.  I have shared this story because it made me think about the power of influence and the importance of context for getting results.  Who is saying it has more value that what is being said and when we build social marketing programmes this has to be at the centre of our thinking.  Quality over quantity will always be more powerful when it comes to influencing people to act.

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The future of shopping

Posted in social, Thinking with tags , , on February 13, 2011 by Joanna Lyall

Connected, rewarding, personal and sharable.