GAP Got the Holidays!

by Jen Drexler
Published November 25, 2009 in Retail

This post comes with a disclaimer. I am Jewish. I’m not particularly religious but I am culturally observant (and that doesn’t just mean I get to tell the jokes, eat the food and use Yiddish words). The December holiday season has always been a bit of a sore spot for me because I have always felt left out of the big party. Everything is red and green and decorated so beautifully and the parties and family gatherings are so wonderful but I’ve always been on the outside looking in. Hanukah is lovely too but it isn’t a big deal on the spectrum of Jewish holidays. I know that there is the whole 8 nights of presents thing but as a kid my parents gave me things like pencils on 6 out of 8 of them. (I actually went to Michael’s Craft Store this weekend looking for Hanukah decorations to get my kids excited and there was one measly end cap with plastic junk.)

But this holiday GAP’s new advertising made me feel like I was part of Holiday Fever. I loves the new ads because they shook off some of the recession depression and also because their Cheer campaign actually said the word Hanukah! It was sad to hear that the American Family Association isn’t such a big fan of inclusion and called for a boycott (since put on hold) of GAP because the work didn’t emphasize Christmas enough for their liking. [They put the boycott on the back burner because there is an Old Navy spot in the pipeline that says Christmas enough.]

“As a gesture of our ‘goodwill to men,’ we have decided to suspend our boycott of Gap and its divisions until we see the content of this new commercial,” said Bryan Fischer, the AFA’s director of issues analysis, in a statement. “We firmly believe that Gap is responding to an enormous amount of pressure from the AFA network. It looks like Gap has finally decided that a recession is a bad time to take a principled stand on secularism and alienate a huge percentage of their customer base. We’re happy that they’re apparently keeping Christ and Christmas in the Christmas season.”

My condolences to Crispin Porter + Bogusky who made some really great and inclusive ads only to be punished for the same reason.

Tags: Advertising, Crispin Porter & Bogusky, GAP, Holiday Shopping

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Advertising Age: Women’s Hidden Holiday Secrets

by Jen Drexler
Published November 18, 2009 in Retail

Our recent survey to more than 2,000 women revealed some pretty dramatic half truths and whole truths for today’s Advertising Age.

Tags: Advertising Age, Half Truth, Holiday Shopping

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White Lies, Fibs and Whoppers

by Mary Lou Quinlan
Published October 20, 2009 in Retail

Today’s WSJ column by Elizabeth Bernstein hit the nail on the head when it comes to the difference between women’s “white lies” and the ones men tell. Seems men are relative amateurs at the art of not-quite-full-disclosure while women, not only do it often but effortlessly.

My favorite part of Bernstein’s observations is that while men were reluctant to be open with her about their Half Truth telling, women regaled her with all their war stories. Also men’s reasons for fibs were largely to avoid an argument or a confrontation. While women will clam up to keep the calm, too, they’ve got the added motivations of soothing feelings, retaining control and just “it’s none of your business.”

But of course, when the reason you want the truth IS your business (as in marketing research that is meant to unlock a brand problem), her Half Truth telling is no laughing matter.

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Bugaboo Strollers Go (RED)

by Tracy Chapman
Published October 9, 2009 in Moms & Family, Retail

While I’m thrilled with my orange Baby Jogger City Mini stroller (the new stroller of choice it seems in Park Slope), I love the partnership between Bugaboo, the 10 year old Dutch mobility company whose strollers changed the industry, and The Global Fund to help eliminate AIDS in Africa. Starting October 1, 2009, Bugaboo is contributing 1% of all revenue to (RED).

Their new tagline, “Go and good things happen” celebrates the company’s philanthropy while encouraging parents to get out and go! And the special (RED) collection strollers, ADO(RED) and TREASU(RED), are sure to be seen around the neighborhood! Check out their new animated film:

[kml_flashembed movie="http://www.youtube.com/v/C1druWgj8hM" width="425" height="350" wmode="transparent" /]

Tags: Charity

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Diaper Genius

by Tracy Chapman
Published October 8, 2009 in Health, Moms & Family, New Ideas, Retail

Big changes this week at the Chapman house. I just returned from maternity leave and Hannah has moved on up to size 2 diapers. Before I gave birth no one told me just how diaper obsessed you become in the first few months of motherhood. I thought the biggest worry would be about diaper rash but these little suckers help you keep track of how well your child is thriving…too few diapers and your baby isn’t eating enough…a mom’s worst nightmare!

So my lifesaver was that little wetness indicator on the front of the Pampers Swaddlers Sensitives. Diapers today are so good at wicking away moisture it can be hard to tell when they are actually wet. It’s no surprise that diaper manufacturers figured out they were selling less diapers and needed to give parents and caretakers a reason to change more frequently. So while I know that a blue line doesn’t necessarily mean you need to change it right away (even if they want you to), that wetness indicator gave me the reassurance that I was doing a good job as Hannah’s mom and that was worth paying extra for!

Now with Hannah at almost 15 lbs, I’m no longer as obsessed with the wetness indicator and dare I say it, willing to extend the life of each diaper. As we move to the next size I am reminded how many of my mom friends swore by Pampers Sensitives for the early months (although they never said why) but suggested going to whatever brand is on sale in the later months. How brand loyal are Moms once the insecurity of early motherhood has worn off? For now we’re sticking with Pampers but I have to say the Huggies at Costco are quietly calling my name.

Tags: Favorite Products, working moms

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The Angry Team

by Mary Lou Quinlan
Published October 5, 2009 in Retail

When I saw anti-Obama people cheering that Chicago (the US, remember?) didn’t get the Olympic nod, I felt that that we’d hit a new low. But this weekend waiting for a perfectly calm and on time Continental flight, I saw that seething and ranting has replaced baseball as the national past-time.

A woman who was carrying 3 large bags plus a plastic bag overflowing with peppers (!) started complaining loudly in advance of the flight. She railed against the attendants who suggested she check one and quickly moved into shouting how rude she was and suggesting she ought to work at McDonald’s. Three other women piled on, saying the attendant was probably trying to get an extra $20 baggage fee. The 4 of them raised the decibel level cackling to an alarming state at 8:30 on a Saturday morning. The pepper lady started walking the waiting area encouraging a crowd revolt. When did we all get so angry? Taking it out on strangers (especially those we expect to safeguard our lives) is becoming a bloodsport. It’s mean-spirited. It’s stupid. And as consumers, we’re making retail and service workers cringe-and retaliate.

Want to be taken care of? Take it a little easier on the people who are taking care of you.

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Sweeten the Deal

by Lily Wagner
Published August 19, 2009 in Retail

Buying your first car is a dreaded experience for (most) women, primarily due to the aggressive (dare I say sleazy) nature of the salesman you are sure to be assigned to. You know the stereotype—someone who talks fast, calls you “kid”, or worse, “little lady”, and has a cigar permanently hanging out the side of his mouth. Perhaps this man doesn’t exist in reality, or at least after 1950, but the worry that you will be bullied into purchasing a lemon by someone who has no real concern for your needs as a person (let alone as a woman) is there nonetheless.

A couple days ago my sister moved back down to Atlanta to start a new job, and had to buy her first car. Surprisingly (to me, the cynical New Yorker), she had a lovely experience. Instead of rushing her through the process, her salesman, Mike, took time to chat with her about Georgia football (her alma mater) and discussed options with her as the intelligent person she is (not talking down to the “little lady” in my scenarios). She left the dealership that day the proud, knowledgeable owner of a Toyota Prius.

Even more shocking, two days later and 20 minutes into her first day at work she received a phone call from none other than Mike. “Hey Melanie—how’s your first day going so far?? I know it can be really stressful!” the jovial salesman boomed into the phone. Totally bamboozled, Melanie thanked her new friend for checking in (quietly) and hurried him off the phone, all the while wondering if she had even mentioned her new job, let alone her start date, when she had purchased the car two days prior.

While calling an entry-level employee moments after orientation may not have shown the most tact…it was definitely a surprising, and appreciated, gesture. At a time when buyer’s remorse is rampant—a conscientious salesperson goes a long way towards sweetening the deal.

Tags: Auto

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It’s Officially Customer Mutiny.

by Jen Drexler
Published August 7, 2009 in Retail

Today my favorite cry out to the gods of customer service comes from a youtube video entitled United Breaks Guitars. In song it tells the story of a guitar being broken in 2008 and a musician’s futile attempt to get compensated for the repairs. It is a perfect example of why brands need to recognize that the customer has officially taken over. It’s mutiny people. New media is a frontier that will expose your faults to the masses. Almost 5 million people have watched this video and I’m certain that it has inspired other customers to get the last word.

What’s the damage? The Huffington Post quotes a U.K. paper that speculated the video and bad PR caused United to lose $180 million. Not sure I believe that this video was the only reason the company lost value but …

About a month ago United finally offered to pay for the guitar and the musician, Dave Carrol, has told them to donate the money to charity. What a stand up dude. I’m particularly fond of the chorus that suggests the band should have traveled by car but can you imagine the song he could have written about mechanics or rental car companies or fast food road food or gasoline companies or GPS makers … ? The musician has promised/threatened that he will write 3 songs about this issue and this is the first with the second in production.

Tags: Customer Service, huffington post

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Just Another Pretty Card

by Jean Crawford
Published July 9, 2009 in Fashion, Retail

Every year I buy myself a birthday gift (or two). I received a coupon neatly packaged in the mail last month from Anthropologie that caught my eye, and I decided this year I would allow myself a modest shopping spree to celebrate. Upon closer inspection of the coupon I read that it was only valid with my Anthropologie card. Did they mean that members card I got 2 ½ years ago in LA? The one that every time I shopped after signing up for it, they said they did not need it at the cash register? The one no one could tell me what it was for? Luckily I’m moving so I just cleaned my apartment head to toe and found it in an old container at the back of my closet.

Of course I went to Anthropologie the day before the coupon expired and bought a good amount of clothing (at 15% off your entire purchase-who can resist!). I couldn’t help but ask the woman at the register why I had never received any other coupons or member benefits before. “Oh, they had people sign up for the cards but could not figure out for a while what to do with them. But when you signed up we asked for your birthday so this year we sent out coupons.” Seriously? Not a very exciting answer, particularly because she could not confirm that I would receive one next year so I’m left with nothing to look forward to with this hunk of plastic. Unlike the Sephora beauty card that Lily praised a few months ago and I’ve grown to love because I receive a free sample every time I shop, how am I supposed to justify giving away a precious card slot in my wallet for this Anthropologie card that has no promise or incentive?

Are there any cards that make you mad that you have to carry them around with no guarantee of reward, or do they get tossed right after you sign your name on them?

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New Strategy: Listen.

by Lily Wagner
Published June 23, 2009 in Retail

It’s no secret that retailers have been feeling the strain from the recession… In a time when you have to justify every dollar spent, more frivolous purchases (such as clothing and accessories) are being pushed to the bottom of the list.

In an effort to revivify retail spending, stores are “reinventing their business strategies” and creating new initiatives to encourage consumers to loosen the death grip on their wallets.

A recent New York Times article highlights several such strategies. Retail giant Macy’s, for example, recently launched a program entitled “My Macy’s,” designed to increase customer satisfaction by instituting constant contact between local sales staff and the store’s buyers and planners. With the mandatory weekly check-in, merchandisers will see a log of customer complaints, wishes, etc, segmented by individual location, and then make changes based directly on that feedback. So not only will the store provide their customers with precisely what they’re requesting, they’ll save their budget by trimming the fat of items that are going unsold.

The article also mentions a growing trend among retailers to enhance the shopping experience through better customer service. “More middle-market chains are striving for Nordstrom-quality service to win customers.” Hmmm…

Not to be a Negative Nan, but really? When you boil it all down, aren’t they really saying that the hot new strategy for getting customers back into the dressing rooms is to listen to what they’re saying and give them what they want?? Shouldn’t we have been doing that all along? It’s no secret that a loyal customer is someone who feels listened to, respected, appreciated. I have no doubt the strategy will yield positive results–our business was built around the benefits of actively listening to women–but it’s too bad it took a recession to drive that point home.

Tags: Recession Spending

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