As Google continues it’s march into personalization of search results, before long, online commerce sites will be paying for access to your social graph to predict what items show up on your landing page. It’s not far off from what Amazon does by studying your past purchases, comparing them with what others like you have bought and making recommendations. But, sure, we’re talking about online digital items, not physical stores, where moving the atoms around for a box of laundry detergent is a whole other matter right? Wrong.
Google is even trying to map the interiors of buildings now. Not only will they know how to direct you to the bathroom, but, they’ll be able to guide you to the box of Tide in aisle 9. Combine a few other retail technologies, like the electronic price/item labels on the gondola shelving and you could have the shelf label glow a special color as you near the vast selection of detergents.
And the funny thing is, this kind of tech doesn’t require Google glass, or massive changes in the way the systems are built- it just requires the graph to be allowed to grow. Some of this social engineering may make our lives easier, but, it may also start insulating us from having to choose, to make informed intelligent decisions. Others may think it will liberate us from the mundane tasks so as to go on to bigger and better ideas and move humanity to a higher level.
Another aspect of this connected world, might be a whole new world of point of sale advertising- or, comparison ads. The basics are already there on the shelf- if you look at a cost per ounce price for comparison, but imagine being given an option to review a competitors paid last ditch pitch on why you should convert brands? You’d get paid a small amount of store credit, to view the comparison and then choose. If you choose the competitors brand- it would be added to your graph, and next time, you’d be asked, last time you switched from Tide to Era, did you prefer the Era? And so your graph would continue to grow.
Big data may drive a lot of the suggestions, but in the end, it’s just consumers voting with their pocketbooks like they’ve always done, that will drive markets. Of course, when everyone’s connected, all the time, and suggesting and rating, and we have perfect access, the cycle of success or fail may be shortened.
Going back to the old “Pepsi Challenge”- where more people picked Pepsi when blind taste tests were done, sometimes consumers stick with a brand for purely emotional attachment no matter what. If you want to win in the store of the future, maybe the key is understanding how to build emotional attachment points into your product/brand/service that can’t be overrun by the data revolution.
Apple is famously and profitably successful because of their attention to design detail and simplicity and consistency of their user interface. And while they’ve made more than a few mistakes along the way, the replacement of the Google maps application which has been a part of the iOS operating system from day 1, may become a classic business case study in what not to do.
Taking away benefits/functionality from your customers without their consent is a very dangerous move.
To summarize what happened- Apple and Google are no longer friends because the open source Android mobile operating system has gone head-to-head with the proprietary and highly regulated Apple iOS. Apple deleted the Google Maps application in favor of their own mapping software with iOS6- despite it not being either an improvement or even a good replacement for the original software. When you start making the New York Times about your product changes, it should be a bit of a worry.
Apple’s reckless deletion of functionality of transit maps in their iOS6 mapping app brings satire to the surface
Missing are the highly useful public transit details- a system that is invaluable in NYC, and much of the data that has been tweaked and refined over the years by millions of users. Frankly, Apples map program is being forced on users as an “upgrade” when it isn’t. This isn’t what the customer bought when they bought their iOS devices.
The right to take away a purchase after it’s been bought is a slippery slope, that smacks of “Big Brother” - the very same one that Apple so famously rallied against in their classic Superbowl ad 1984 that launched the Macintosh. What’s next- publishers having the right to come to your home and take back books that you bought because they were too useful? (Textbook manufacturers are becoming guilty of this- but that’s another matter).
Rumors abound that Google is going to release a version of Maps via the Apple store- however, that would and could possibly sink the chances of the Apple maps app from ever reaching parity. Digital maps data is improved by the size of the user base, a primary reason Google was probably willing to allow Apple to use their data when the iPhone launched before they had an Android OS.
Google could probably rake in millions by selling their app on the iTunes store now, but the shopkeeper, Apple, despite a chance to gain 30% of sales may still block it from happening (debate is raging on this subject).
But this is a lesson for all marketers. The restaurant that used to offer free bread that now charges, the gas station that stops offering free air both risk alienating customers by taking away something that was previously accepted. Once one fast food chain began offering free refills on soda for dine in, going back is nearly impossible as is not offering the same option.
Apple may be getting cocky at the wrong time and place as the newest king of corporate monopoly, but we’ve seen companies make potentially fatal flaws before: thinking they know what’s best for their customers and trying to force a reset. Quikster anyone?
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