The sting has been taken out of shopping. Last Monday, the Condé Nast magazine, Lucky, debuted an iPhone application called, “Lucky at Your Services.” Initially, this new application will feature more than 70 shoes listed in the March shoe guide, and shoppers can choose shoe type, brand, color or size. After deciding on this information, shoppers can click the “Find it Near You” button, which directs them to area stores with the available shoes using either GPS or ZIP code.
In an interesting twist on combining electronic and print media, Lucky has hired a call center with representatives who will confirm that the shoe is available. Reps will even go so far as to text shoppers with information about where the shoe has been set aside for pickup. Lucky is planning to update this application in future issues to offer other items for purchase in a similar manner.
While Lucky has been accused of being more of a catalog than a magazine, “Lucky at Your Services” represents the first combination(at least to me) of using print plus electronics for direct shopping. This differs from calling up a company to order a product—the new service lets someone else deal with finding the item you want in an area store, thus no shipping charges. All you have to do is pick it up.
I love it. What can I say? Some people live to shop, but I have no talent in this area. I’ve been waiting years to have someone do all the looking and locating for me. Surely, this will be a trendsetter!
I realize that Lucky is trying out this new idea because ad revenues fell 11 percent in 2008, and the magazine hopes to prove to its advertisers that shoppers are using the service; thus, advertising in Lucky would be a good way to reach them. Condé Nast publications, in particular, have been hit hard by the retreat of advertisers.
So, yes, the recession is a drag, and magazines are getting thinner all the time. But hard times can bring creativity and an onslaught of different ideas for dealing with less. Other publications should try this approach. Just think--Gourmet Magazine could have a “Cook it For You” iPhone application, directing readers to a company that would cook or deliver the pictured meal in a timely manner.
The possibilities are endless.
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This strikes me as a neat idea, but I feel that it takes all the fun out of shopping and that it puts a whole new meaning to laziness.
ReplyDeleteSure, it won't be an easy feat for the retail workers who have to do all the work, but it will certainly be easy for shoppers.
I don't care much about shoes or shopping, and I think it's great that they're making an effort to move forward, but there are more important things in life than finding our nearest shoe stores.
This is especially true considering our current economic recession.
On that note, I'm going to donate all my old clothes to people who need them more than I. After all, they're hanging useless in my closet.
Good blog post!
Keep writing.
This is really interesting. I love to buy shoes and here in Jacksonville,Fl there is not enough shoe stores for women. It is unique to be able to order your shoes over the phone. I would just want them to tell me where to go because I have to try my shoes on..I think Lucky at Your Service will eventually have other services available. Very good post.
ReplyDeleteI think you are right Diane on this one. And it's not just shoes were talking about. Other things will be easier to find such as a rare piece of clothing that can be found in a specialty store. They will eventually have other services, but this has to be successful first. If it's not, then Lucky will be reluctant to start other new services. This makes it easier for shoppers especially during the holidays. I cant wait to hear more about this. Awesome post.
ReplyDeleteI read about this about 2 weeks ago. On one hand, i commend Lucky for providing many jobs by forming this service and producing call centers to answer and questions and keep shoppers posted on the latest trends, as well as locate and reserve a specific shoe. On the other hand, seriously, who needs this? I don't see how this will turn out profitable for Lucky when we are in such an economic downturn. Though, if i was a wealthy shopper, i would be all over it! we all know most women would do anything for the right shoes!
ReplyDeleteThis is a very interesting new idea. This will be useful for people who love to shop all the time. Personally, as long as I have a pair of white and black shoes, that's all I need because those colors match with anything. I would be more interested if they used this technique for different items in the future.
ReplyDeletewith this idea, it doesnt have a huge impact on none shoppers like myself. for ladies, and the younger demographic of hiughschools, and tyhier main focus onthier looks an dpopularity in shoes and popular T shirts, maybe that has a bigge rimpact but on peopl elik emyself and the older demographic, i feel this idea will not be successful, but that is what makes new ideas such a broad thought and they keep coming uip inthe media becuase they are lookign ro the next big thing, and the next big bonus.
ReplyDelete