Who are experts in ecommerce? Those people involved in “social CRM” or “big data,” two topics covered in Charlene Li’s thoughtful post this morning? Sure. But who else? Who else sees how ecommerce is meted out across the country every day? Who are tested for their memories and see patterns like few others? Who are in touch with grass roots buyers and sellers every day – not retail goods…ecommerce goods? FedEx, UPS and US ostal carriers, that’s who.
Massifying insights is important for brand planners, but so are one-on-one insights. And in for ecommerce, I’d absolutely love to study letter and package carriers for a while to see what they know about ecommerce. Not just on deliveries from Amazon but from all online sellers. The people who deliver the fruits of ecommerce, the fruit pickers as it were, process a wealth of information about this growing marketing practice. If you are worried about privacy, don’t worry about Facebook, it’s your letter and package carriers you need to care about. Hee hee.
So marketeers, if you are involved in ecomm, get your focus group hats on. Stop, interviewing house-husbands and start feeding M&Ms to the UPS guy and the FedEx girl. Puh-eace!