The Multiplex Experience - Fun cinemas

Last evening, my wife and me finally go a chance to catch up on the 'King's Speech'. There were very few multiplexes screening a late evening show and fortunately   'Fun Cinemas' , Cunningham road, the closest to where I stay did. So promptly booked my tickets online through 'BookMyShow.com', which I must say is quite a good, simple and quick experience and my defacto choice for online booking. I only hope they come out with Android app soon to book tickets on the go.

Coming back, I have been to Fun cinemas quite often but in the past. This time around too nothing much had changed. Fun cinemas is known for being affordable in comparison to the other Multiplex brands in Bangalore, with a convenient central location and ample parking in the mall as well as in the neighbourhood. However it does not really promise much of an experience. Having said that what I was not prepared was for was the foul odour of its screening halls.

 Having spent 200 bucks on the so called gold class seats, the least one can expect on a sparse weekday showing is a clean smelling hall and seats. The seats had a foul odour to them that one just has to be experienced rather mouldy and damp..... I won't be surprised if they have a few bloodsucking bugs in there as well.

This kind of experience is something I could expect in a run down old theatre of yore in the hinterland that charges 30 bucks for a 'balcony' seat...but not from a national chain. Wonder where the marketing and customer service folks focus on? Wake up, focus on the entire brand experience especially at the core of it ...Its all good to launch a loyalty program, have witty on screen one liners, clubbing popcorn sales with ticket bookings, personal seat service, ....... but if the basics such as a clean and pleasant smelling seat and hall cannot be provided, the experience is lost on the customer. I may now have to think twice before booking for a show there...

How Mobile friendly is your corporate website?

As an increasing number of folks are using their mobile phones and portable devices as the convenient first option to access the net on the move, be it for their emails, social networking or just searching for info, its critical that websites go mobile friendly . Most websites when accessed via mobile or portable devices are unfriendly to navigate and view. So don't you think its about time you asked the above question?

Is there an insight or opportunity?

I pass by this bus stand almost everyday and if I have to wait at the red light I tend to observe the coomuters and what they are doing and wonder if there's an opportunity for a brand to meaningfully connect with them? I am sure there are quite a few and I don't mean OOH advertising.
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Discount Sales, Discounting Brands

I recently met a retailer friend and as usual I chewed his brains on the importance of having a strategic brand vision in place for his family controlled chain of stores, for its long term survival and to avoid falling into the trap of 'Discount Sales' that seem to have plagued the retail sector, where the leader will be the one who can offer the lowest price.

During our interaction he had a few valid points about how the entire mid segment retail sector and specifically the category he is in is plagued by discount sales and he has no choice but to follow suit as competitors have been doing it and customers who walk in, walk out because they can get  the same item on sale at another store.
 
The category he is in fortunately DOES give him the opportunity  for his brand to differentiate itself from the rest of the pack.  So how does one get out of this rut? A common denominator for this is FOCUS!

Differentiating in retail

Can an entrepreneur, setting up another retail store that would retail multiple product brands (consumer durables) differentiate himself from the rest of the pack? Yes, he or she can! Here are a few :

• Customer Service Experience and Engagement

In a market that is short of retail brands that focus their energies on servicing the customer,  pricing  is often viewed as the only 'Reason to Buy'. Customers will seek out those retailers who offer the best deals or the lowest prices. While this is great for the customer, a new entrant will find it difficult to compete against the bigger chains on the pricing front because of a multiple of reasons, chief amongst them, the economies of scale versus a startup's need to recoup the costs of starting up. It requires one to then focus on other aspects of the buying experience to differentiate oneself. The 'focus' must be on delivering an experience that overcomes the pain points that a potential customer experiences at your competitor's, from the moment a customer interacts with your Brand to post purchase or visit.

• Focus on a Segment of customers or categories that are not catered to by the big boys

Could be the bottom of the pyramid or the top of it.These segments of the pyramid may have their own unique needs and aspirations that have not been catered to by the mainstream. Be attentive to these needs that can be as simple as getting rid of a barrier in access,(finance) to satisfying an aspiration for a certain lifestyle

• Geographical Focus

Be present in smaller towns or cities where the big boys have not yet set shop.Be the first mover and learn faster than the big boys.

Service, a key differentiator, even for PRODUCT brands

Recently, I went furniture hunting for an apartment and zeroed in on a reputed retail brand that I felt offered  value for money in terms of pricing,quality and aesthetics. It is promoted by one of India's oldest business groups and I feel they surely have hit a sweet spot and big opportunity for reasonably priced, quality and contemporary furniture with the brand.

The brand experience up to the point of selecting the furniture and paying for it was satisfactory, and in line with most brands in the segment.

However, the delivery experience was nothing to write home about. I am sure most of you have experienced this often, being kept waiting for hours on end, constantly postponing meetings and other appointments in the fear that the elusive delivery man would drop in any moment and if I miss it, meant another day of the same! On contacting the store was given the number of the transporter and requested to contact him directly (another Indian practice). On enquiring his whereabouts,I got a response that he was at the Airport,doing an urgent delivery, and would be at my place in an hour and a half!! This is after having waited for more than two hours and countless assurances from the store that they were on their way and should reach any moment!

Isn't it about customer's time valued as much as his money? Such an experience seems to plague  almost every retailer that offers delivery as part of its value proposition. Would it not be a better customer and brand experience, if deliveries were made on time and efficiently? Delivery is the second last touch point of the brand with the customer, the last being the assembly.

It may seem a SMALL matter but there are plenty of small stuff  that add up to creating a BIG impression and brand experience. Some of them include

• Politeness and Motivation
• Body language and Attitude
• Focus and alertness
• Product knowledge

Remember, SERVICE can be a big differentiator even for predominantly product brands.