Chasing the "idle" customer

Busy customers
On the last post, we looked at the efforts companies put on catching people's attention on the Web using "intrusive advertising" techniques. For sure, more and more companies are out there advertising using new channels everyday. In such context, how is it possible to stand out? The fact is that people browsing the Web are busy. They have very specific tasks they want to complete and advertising that hinders their efforts, just cannot work. Companies need to learn how to reach customers and potential customers at the right moment - the moment when they bring value to the customer experience.

"Idle zones"
Catching customers when they are "idle" is a perfect time. As was discussed in Customer input Journal "Retail Optimization Example: Keeping the boys busy" (January 2005), it is easier to catch people's attention when they are idle. They are more ready to be receptive to the message you are trying to communicate and may be an untapped source of revenue. By understanding and identifying those rare events when people can be receptive, great opportunities can emerge.

Already, we see great business models that leverage on this. Next to lifts or inside lifts all around Hong Kong and China, companies like Focus Media Holdings and Target Media Holdings put small TVs with advertisements. True enough, people waiting for the lift have basically nothing to do, and with building taller and taller the waiting time grows longer. People thus will be more attentive to something that can make their waiting time feel shorter.

Airports - the perfect "idle zone"
Another great opportunity with people travelling more and more are airports. Of course, space in airports is taken by duty-free shops, as common perception is that customer can get cheaper products there. Airports these days are a lot more than that. Airports are maybe one of the last remnant of an "idle zone". A place where people have 1 to 2 hours (or more) to kill with very little on their hands to stay busy. If companies can observe and understand how to enhance this customer experience, new revenue opportunities will appear... and not just in advertising.

If we dream a bit, with the coming of jumbo jets like the A380 where space becomes less of a problem in the air, why can't we imagine addressing customer needs right there, in the air.

One thing is for sure. Being intrusive just doesn't work and more and more goes against its intended objective. Companies have to undersand where they can fit in customers' life and enhance their overall experience. Forcing the way just won't get any results.