Bridging the Gap Between Digital, Mobile and In-Store Experiences

This post originally appeared in our January '13 issue of “Live Report from the Future of Marketing,” our monthly Post-Advertising newsletter. Subscribe for free here.

In the mid-’90s I was a teenager just entering high school. I loved computers, and the emergence of the Internet simply astounded me. I would spend hours on Prodigy, then AOL, chatting away and browsing every corner of the emerging web.   

My big prediction was that there would come a day when we’d go to the mall online. We’d walk a character through the mall, entering shops where we could buy real items. Turns out it wasn’t that bold a prediction, as I wasn’t far off.

Today e-commerce has become a formidable challenger to brick-and-mortar stores, which rely on customers getting dressed (it’s harder than you think), leaving their houses, driving to the store, finding parking and dealing with store employees who are too eager or absent to be of any assistance, only to realize the item is out of stock. But in the early days of the web, it wasn’t clear that anyone would ever buy anything online. Who would you be buying from? How would you pay, and would it be safe? Did you need that item now, or could you wait six to 10 days for shipping? Why buy online when you could get everything at the mall (or so you thought) in one day? What if the items didn’t fit? What if they never arrived?


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Beauty Product Ads Killing Sales, Self Esteem

After seeing a beauty ad, are you more likely to go shopping, or dig into a fresh pint of Ben & Jerrys? While advertisers bank on the former, new research shows we're more likely to do the latter. The New York Times reports that in a new study published in The Journal of Consumer Research, undergraduate females who looked at advertisements featuring beauty-enhancing products reported feeling less attractive afterwards. So if beauty ads lower a woman’s self-esteem, what happens next? Does she lounge about in self-loathing or head to the mall for a facial and those hot new heels she saw in Vogue? Ads equal sales, right? Not so fast.