I work at Dr. G’s BrainWorks full-time now, and I even have a fancy title. Ecommerce Director. (Bow before me.)
I’m allowed to work wherever and whenever I want, which is nice, but I decided to spend my 40 hours working in-store, just to see what works and what doesn’t.
I’m glad I did.
There is an obvious difference between the website and the store. Right now, I hear John and Phyllus both interacting with customers. John is interacting with Cindy, a 3 year old who’s interested in games that deal with matching shapes. Phyllis is trading stories about being a grandmother with Cindy’s grandmother, who brought Cindy in because she loves playing the games in the back.
The website can’t do that. Or, at least not like that.
Right now, the website is essentially a collection of digital shelves. None of the heart of the actual store. And, surprise, the store outperforms the site by infinite percent.
My title doesn’t feel so fancy now. What’s my plan?
Marketing is telling stories, and the story of the store needs to be obvious as soon as you hit the page. How will I do that?