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Showmaging Art Forum I love Artforum Magazine. The magazine is a work of art itself. It is an over sized glossy the likes of which will be gone soon. We can'
Shomaging Artforum Magazine Yesterday in what may be the first instance of "showmaging" I sat in Barnes and Noble and took pictures of articles in Artform Magazine. I love Artforum and used to buy it regularly, but I can't imagine such passive consumption now. Now I want to be involved and if content isn't on my pad or laptop it doesn't exist. Yes I prefer books, but books are a bigger commitment. I will miss the oversized glossy presentation of Artforum, but I just can't be so quiet in my consumption of a timely piece of content such as a monthly magazine about art. Here are tips I shared that could help print publishers survive the mobile revolution, and make no mistake the world of woe print publishers are in comes from those very SMART PHONES we carry:
* Put QR codes on your pages.
* Create platforms where WE can contribute OUR takes on your takes.
* Hold contests rewarding cool interpretations of your product in different media (web, video, mashups).
* Gamify your consumption so your customer’s takes on your published material is rewarded and prized.
* Think each page as the beginning of a DIGITAL conversation (ads tool.
* Don’t accept ads that are boring just because the pay well.
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Showrooming Gets Complicated: Assessing The 'Amazon Risk' Is Not So Simple - 02/28/2013
" it turns out that according to Placed’s “Retailer Risk Index,” Bed Bath and Beyond, Petsmart, Toys R Us, Best Buy and Sears are the top five retailers most at risk from people showrooming at their physical locations and then buying via Amazon because these are the places admitted that Amazon showroomers tend to frequent.
-- retailers like Best Buy, Home Depot, Lowe’s and Sears are the most at risk from males showrooming, versus Kohl’s, Petsmart, Bed, Bath & Beyond and Marshall’s most at risk among women.
Cut the showroomers yet another way and the high spenders at Amazon tend to visit Victoria’s Secret, BJs, Bed Bath and Beyond, Toys R Us and Costco most often."
Showrooming Symptom Not Disease Showrooming, the act of using someone's bricks and mortar as a prompt and tactical supplement to shop for better prices online, is a symptom of a larger issue not the disease itself. The disease is stagnant pricing policies at retail and an intelligent use of technology by the few who will become the many. Price has always been a battlefield for decades. Walmart forced prices down by treating manufacturers like so many children in need of a stern father. Walmart played Logistics Lord and used their distribution powers to hammer manufacturers. Next Amazon used their partner network to make their profits and provide massive information about customer preference and potential product movement. Amazon is willing to lose money on product X, any product with sales velocity, to "advertising" the rest of their distribution ecosystem. When an "old school" retailer like Sears steps into the price battle they get hammered. At a conference I heard about a battle between amazon and Sears. In one day Amazon present 15 different prices on a product while Sears continued to get under bid. I would have more sympathy for brick and mortar retailers if they weren't so complicit in their own demise. Instead of embracing technology and "showrooming" they deny, obfuscate and attempt to limit. Those actions become the proverbial gasoline on the fire. Tell this next generation they can't compare prices with smart mobile devices and you are sure to increase that behavior. Why not be smart and create new ways of thinking about pricing instead of toothless and meaningless "price guaranteew" when customers do all the work/ Why don't the retailers lead with honesty and openness? We consumers are sensitive and smart, or smarter than we were. Best move big box stores can make is to embrace US and the technology we love. We don't want to HURT a retailer, but we do want to win the game. If I am in your store showrooming why not create a loyalty program that rewards my willingness to act as price bot for you? Why not put real teeth in your "price guarantee" and tie your systems together so notice is quickly shared and prices across your system reflect the findings of your "showrooming buzz team"? These may not brethe RIGHT actions, but any program is better than sticking one's head in the sand and hoping a "signaling trend" such as showrooming simply goes away.