Category Archives: Mobile

I hope to sear into your brain the importance for specialty brands to pay attention to the details, no matter how small or inconsequential they may seem. It’s these little things, when taken together, that have a huge impact on the psychic income people get from buying products or services. If specialty brands don’t do these things well, they’re really no different than their mass competitors.

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When you see how much social media check-in services enhance just about any experience, you start to understand how influential they are going to be on the shopping experience. Specialty brands that learn to use them well will have a tremendous advantage over those that don’t.

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Since your website is typically your most important marketing communications asset, it pays to focus on delivering the best possible user experience. User experience (UX) design has become a core discipline in web development, along with information architecture. And rightly so, because despite our best efforts to predict how people will use our sites, it is very hard to do.

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I have been amazed at the speed and breadth of the change underway in mobile devices. Truth be told, as a marketer I’m quite worried about this rapid change because of its potential influence on shoppers, particularly specialty store shoppers. Think about it: the iconic value propositions of…

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