Location Wars: Don’t Forget Your Employees
For a moment, stop thinking about location in terms of what mobile application will win the war and start thinking about scale and your organization. If you’re not a mom and pop store and if you’re a medium to large size retailer or CPG that’s trying to move millions of cases of product, your top question is how can I use this consumer behavior to drive volume?
Your stores’ employees hamper scale. Recent case studies from Foursquare to Gowalla demonstrate that redemption success relies on whether your employees not only know about the offer and how to redeem it but also how to educate the consumers about the offer within stores. This is not easy when you have thousands and thousands of employees and have never once hired a cashier or store manager based on their digital literacy (unless you’re Apple).
What if employees had to use Foursquare to check-in and check-out of work instead of punching a card? What if the employee of the month didn’t get a photo in the staff room but his own in-store special? What if you celebrated overtime by rewarding frequent check-ins? Brining innovation within your store and/or shopper marketing programs doesn’t mean starting with consumers, it means starting with the in-store experience (employees) which leads to scale.
…Don’t forget to vote for my SXSWi 2011 Panel: Younger Than Pete Cashmore! VOTE HERE.