You (still) can’t do that from here – Part 2
In early December, I again visited the large bookseller I wrote about in an earlier post. To my surprise, they had installed new kiosk terminals in the same locations as the old ones. There were no other changes in the store.
The kiosk (pictured below), features a bright white and stainless steel, lectern-style stand, touch screen and a thin profile, iMac inspired keyboard. The messy visual impact aside (note the sign “Touch Me, Search Here!”, the black phone and the pile of boxes next to it), I was curious to see what this updated version had to offer.
Even though the kiosk had an update software interface, much to my surprise I still couldn’t access the wish list I maintain on the company’s web site. The new unit simply used the same software just with updated graphics. In addition to accessing my wish list, the feature additions I would expect would be to point me to where the book I’m looking for is located in the store (I still don’t understand how this company arranges it’s stock!) This company’s store layout is arranged for browsing at leisurely pace. It’s not that I mind browsing, it’s just that sometimes I’ve only got a few minutes and I just want to see if they have a particular book in stock. It just boggles the mind that someone made the decision to make the new kiosks (and they’re very well made) without these basic features. I could come up with others, but the kiosk upgrade reveals a larger problem.
I can’t escape the impression that all this company really cares about is selling me a book, a CD, or whatever. And yet, my reason for being in the store is to seek knowledge. There are many places I got to find the books I want to read: other independent and second-hand booksellers, garage sales, the library not to mention this new thing called the Internet.
How has the company’s investment in the new kiosk changed the Customer experience? Just like everyone else, I have a lot of choice today, I create a buying experience by making choices of where to go. And as I do it, I learn which sources best give me the knowledge I’m seeking, or access to it. The kiosk is an opportunity to personalize the service the entire network of stores offers to Customers and along with it learn more about my preferences. Instead the company chooses to rely on Customers helping themselves taking pride in their wide product selection and buying power.
I would be willing to bet that this company has only one Customer ‘type’, probably ‘book buyers’ or something very similar. They’re taking a mass-market approach to the business, and their only focus is on executing well in their distribution and supply-chains. And yet, the message that comes through this company’s stores echoes the old hawker’s cry, “don’t just stand there, buy something.” This may be unintentional, but it points to a huge gap in Customer understanding.
This gap, while problematic for the moment, is actually a chance to get to know the Customer better and really differentiate right now and in the future. We shall see if this company does it or if someone else will.
Whichever way it goes, this company is missing out on a huge opportunity to re-establish itself as leader by re-inventing book-selling again. Today they claim this position based on sales volume. What good is any of that to me and the great many who shop there if they never have the book I want when I want it?