What can the leading shopping club teach us about WOM
A reader from Norway asked me to elaborate on the potential correlation between “decreasing the friction in commerce” (i.e. making it super easy for people to engage with your business) and “word of mouth marketing.” That is, in short, one of the questions I received about the Are You Making it Easy for People to Switch? post.
Word of mouth is generated by surprise and delight.
You win because you dramatically exceed expectations.
Case in point: Gilt Groupe — a shopping website based in the United states that provides instant insider access to today’s top designer labels, at up to 60% off retail.
Say you are a touch-and-feel person when it comes to your clothing and that’s why you don’t shop online for clothes. No worries—enter Gilt Groupe.
Part of the reason why they are so successful, I think, is the simple return policy.
It’s my understanding that tou can actually try the stuff on, touch and feel, and if it’s not a hit, send it back.
My 2¢:
Word of mouth is generated by surprise and delight.
You win because you dramatically exceed expectations.