Choice – always not enough, or simply too much. Wherever you look there are thousands of books to choose from, dozens of configurations in the PC you buy, so many different products lining the supermarket shelves that you either can’t find anything, or get so particular in your ‘settings’ that life becomes about the detail.
I do feel however, that this situation is of course more about companies creating opportunities for themselves rather than customers demanding it. Who in their right mind needs some of the things we can purchase today – the snuggie, wedgie-proof underwear, juice with Fish Oil (… just eat fish!) – they’re all out there. And yet, what is it that makes you really happy? A simple meal with real food, a good book about a human story, seeing something as old and real as the Pyramids. When we’re buying we’re in a retail environment and hence we’re being swindled.
Its not new and yet we fall for it. (Living in Singapore now, I’ve been exposed to the national sport of shopping, so my retail senses are heightened).
This leads me to the idea of bundling. The video above from the film L.A. Story shows even in the faddish 90s how ordering coffee become a degree-qualified act. Being in Starbucks recently I found myself very slowly running through 6 words in a deliberate, clear voice to ensure I understood what I was ordering let alone the overly chirpy staff member could simply shout it again towards the coffee machine crew (no ticketing system to make sure? mental).
I the next day went to another similar chain, where there were some very friendly (and calm) people. I got a smile, a coffee, a bagel and the (most excellent) Financial Times newspaper for about $6.50. A bargain.
Even better, I got the same thing again the next morning, as my loyalty behaviour kicked in.
But then, the day after that, I went to the smaller, more unique shop next door.
A handcrafted design and style, with a some more ‘alternative’ staff and ambience, and I got a simple coffee. For $4.
Which I liked. More than any other here in Singapore.
So much so that the bundle became insignificant. The core product worked and I liked it. It didnt matter what puffery and magic it came with – the coffee was good.
Their core product was good, and if I wanted more, I could have asked for it. But I didn’t need it.
My needs, as they say in the biz, were met. Not necessarily exceeded, but thats fine. It was just a coffee.
And it wasn’t a decaf half-caf with a twist of lemon.
There are a lot of people out there who like options, choices and the freedom to customize. Some call them "high maintenance," or even worse, "control freaks." Like Sally in "When Harry Met Sally." "I'd like the pie heated and I don't want the ice cream on top, I want it on the side, and I'd like strawberry instead of vanilla if you have it, if not then no ice cream just whipped cream but only if it's real; if it's out of the can then nothing."
I pretty much order a "#1 with a coke" wherever I go. If I want it a certain way, I keep looking for the place that serves the #1 to my liking.
Too true! Less is more. As a consumer, please offer me a small number of products or services and do them really well. That will build a sustainable reputation.
Thanks gents for the comments. My point here also is that a bundle or customised set of items is only as good as the parts themselves – this is more true in banking than in many industries.
What about when the bundle becomes the product? I’ve heard many people rant about how wifi is now part of a hotel room and shouldn’t cost extra, let alone be unavailable. Is there a risk of not seeing the forest for the trees, the wifi for the room, or the financial solution for the financial product? I guess it might be a case of definition. What’s the product? What’s the bundle?
Nice story.
I like the fact that the guy downstairs just remembers what coffee I usually order. I don’t even have to say it. This way I stick to this guy, because it’s just easier that way.
When you give a too much choice to people whom you hardly know, you may miss more important things.
I was choosing a mobile plan recently and was amazed that I couldn’t just simply choose from a bunch of simple offers that let me know how much I pay for a minute or data unit. Instead I was flooded with meaningless bundles with hopelessly try-hard names and fluffy animals.
But… speaking of that coffee…
Thanks gents for the comments. My point here also is that a bundle or customised set of items is only as good as the parts themselves – this is more true in banking than in many industries.