People value opinions of experts when deciding a purchase
Insight
Customer Service Still Valued
Mark Famy – Crash Course Creativity Observation Assignment
At this consumer electronics retailer, if a customer is with a sales person, they spent up to
20mins talking through a potential purchase
Customer Service Still Valued
Mark Famy – Crash Course Creativity Observation Assignment
I observed a person evaluating watches with a sales assistant for at least 30mins… they
discussed the merits of each design
Customer Service Still Valued
Mark Famy – Crash Course Creativity Observation Assignment
This cosmetics store gave advice which was valued by customers as it was based on personal
experience. Staff were also using the product.
Customer Service Still Valued
Mark Famy – Crash Course Creativity Observation Assignment
This store had no staff “on the floor” but I observed people approaching the man behind
the desk to ask his opinion on things.
Customer Service Still Valued
Mark Famy – Crash Course Creativity Observation Assignment
In this stationary superstore, I noticed a similar “lack of attentive service”. People
had to approach staff who were busy with something else.
Customer Service Still Valued
Mark Famy – Crash Course Creativity Observation Assignment
Trend is to make decisions on purchase online by reading customer reviews
Problem
People buy from e-tailers not retailers
Then they are increasingly buying from trusted e-tailers rather than stores.
….sometimes by going to a retailer 1st just to physically try the product
Mark Famy – Crash Course Creativity Observation Assignment
Expert advice online when you need it….
Opportunity
xpertz.com
Website that encourages experts to register and help people make decisions on purchases online
Revenue generated by click and buy through the site: xpert gets a 20% cut and is rated by users.
Mark Famy – Crash Course Creativity Observation Assignment