Low-Risk Shopping
Nov. 8, 2008
I was in a shoe store this week. A woman next to me was surveying a pair of men's shoes.
She took out a cell phone. I realized what she was doing. "So, you will take the photo home and show your husband. He can decide if he likes the style."
She was polite. She did not begin her answer with, "No, you idiot." She explained: "I will send him pictures of several pairs as soon as I am finished shopping. He can let me know which pair he likes." This of course would save a trip home and back. The day before, I had bought my first cell phone with picture-taking capacity. I am behind the curve by five years, minimum.
She added the obvious: "I don't want to buy a pair of shoes, get home, and find that he doesn't like them. I would have to return the shoes."
This was brilliant . . . on his part. He avoids shopping for shoes, something I can appreciate. She reduces the risk of making a mistake. It's win-win.
Being in marketing, I thought up a slogan: "Cell now. Buy later -- but not much later."
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