While traveling last week, I came across a story that illustrates just how aggressive companies are getting about looking through the eyes of the consumer. You’ve heard of flight simulators. Well, this article explained how some companies go so far as to build mock stores with entire aisles and sample displays… to make sure that a layout and/or product mix is ready for prime time.
Click here to read the story from the St. Paul Pioneer Press. It's about the ultimate dress-rehearsal.
Implications: From test kitchens to soft-opening trials, all kinds of companies are innovating the way they prepare for a consumer engagement. And why shouldn’t they? In a world where disappointment is Tweeted or announced on Facebook in near real-time, the restaurant, grocer or retailer seldom gets the chance to explain why something went wrong.
I was recently invited to the private soft-opening of a restaurant. This wasn’t the typical soft-open, where the store was opened to the public but not yet advertised. It was an invitation-only affair… which allowed the staff to get some “real-world experience,” among customers who were friendly to the organization. “Customers” enjoyed a free or greatly discounted meal, in exchange for comments about what went right or what could be improved.
The rehearsal virtually assured the store--the first of its kind for this chain--would be stage-ready for its real grand opening the following week.
Just as FedEx and McDonald’s re-defined “fast” for virtually every company out there (even those involved with something other than shipping or fast food), some companies are re-defining preparation… and consumer expectation. Are you one of them?
Mike Anderson
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