I’m one of those connected customers. I scan QR codes. I read product reviews. I’m never without my phone and it is loaded and ready with Google Shopper, Red Laser and Barcode Hero. I write reviews on Trip Advisor and Yelp! I seek feedback about products from my friends on Facebook and Twitter.
My son is an avid soccer player. He probably knows as much about the merits of different products as most people who sell soccer products. He’s a keeper and therefore his goalie gloves are superstitious item (I won’t even talk about his sock ritual!). They have to be Reusche. Period. If they are not, then his goalie mojo will evaporate.
In short, we are connected consumers who are crystal clear about what we want.
So why are we in the car on Saturday morning driving to a store 12 miles from our house when I could easily purchase what I want online? One simple reason. The employees at the Soccer Post.
If I’m being honest, I don’t usually like to talk to store clerks. It’s not that I’m anti-social. It is more that I really like to do things for myself. I have all the information that I need at my fingertips. What I want from them most times is to be courteous and let me settle my bill quickly. So why is the Soccer Post different? Because the employees are passionate.
It is clear they love what they are doing. Their enthusiasm for the latest Joma shoe or ‘epic’ goalie jersey is contagious. They know who has which patents on which type of finger saves in everyone of the goalie gloves they carry. The truly understand the crazy sock ritual–something even I as the mother don’t get.