Ideas
Things in business worth noticing.
Good ideas don't always arrive as new technology or a big strategy. Sometimes it's a small change in how something is sold, organised, explained or done. This is where I collect the ones I find interesting.
Showing ideas in Customer experience. All ideas
The Shop That Made People Stay Up Until Midnight
In 2004, an online shop decided to sell just one product a day. No endless catalogue. No browsing. At midnight, everything changed. Somehow, discounted gadgets and mystery boxes became a nightly event people didn't want to miss. The secret wasn't really the price — it was giving customers a reason to come back.
Marketing · Customer experience · How businesses work
The Customers Weren't Lazy. The Business Was Making Them Work.
A fruit and veg delivery company thought giving customers more choice was a good thing. Customers disagreed — and started leaving. The answer wasn't a smarter website or another marketing campaign. It was something much simpler: stop making people do work they never wanted to do.
Customer experience · Process · How businesses work
A Reward That Requires A Visit
Desi Galli turned a gift card into unfinished business by hiding its value until the recipient visited the restaurant. The added inconvenience was deliberate: uncertainty and a rule against peeking gave customers a reason to walk through the door, making the reward’s reveal part of the customer experience.
Customer experience · Marketing
How Print Made a Bakery Discoverable
A small bakery did not change its address to attract more local customers. It used leaflets, posters in familiar neighbourhood places and loyalty cards to become more noticeable, with a free cookie providing a modest reason to visit. The reported result was stronger footfall and Saturday mornings busy enough to justify earlier opening.
Marketing · Customer experience