I’ve believed since my days at infonomia that Alfons Cornella was correct: in the future, everything would be bought via the net and that physical shopping would be an “experience” in the same way that fine dining is about more than just nourishing the body.
I have now decided that e-commerce can provide a vastly superior shopping experience.
I was reminded what an “experience” it is to shop today at my local Sainsbury’s Market- how time-consuming, frustrating and stressful a weekend outing to the supermarket can really be.
I’ve been using Able & Cole for a few months now and have continued to be impressed with their website, value for money, quality food and above all, customer service. It’s all about customer touch points: the “notes” they include with my weekly delivery, the quirky explanation about what “Apples in conversion” means, what farm they’ve come from, how far they travelled, what the carbon footprint is, etc.
The last time I saw our delivery guy, he said, “Mr Ball, it’s been a pleasure delivering your groceries, but I’ve been re-assigned to NW3. My colleague [Scott] will be taking care of you from now on…”. He was very sincere that someone else would be taking care of me and my family and seemed honestly disappointed to be reassigned to a different part of London.
I was thoroughly impressed. I’ve seen at least 20 different delivery guys from Tesco, and none of them have even bothered to say more than “Sign here”.
If you’re an e-tailer, I seriously recommend that you study Able & Cole forensically. They are doing an amazing job.