A marketers dream…my wife

A marketers dream...my wife

Anthropologie.  Have you ever been in this eclectic mainstream shop?  It’s my go-to for my wife, Holly.  I can never go wrong with Anthropologie.

Aside from shopping at the actual location I know when Holly has received a catalog in the mail.  She takes the matte finish book filled with artsy photography, pours a cup of tea and settles herself into a cozy spot to study each and every detail.  It is beautifully done, but we’re not talking about a novel, we’re talking about a catalog.

Once the catalog ritual is over I will find the pages earmarked and neat little inked stars placed next to “most wanted” items.  Sometimes I wish it was electronic and I would automatically be notified when an item was selected so I could order it for her with simplicity and the confidence of a successful purchase.  I know this is possible, but until then I will have to rely on those folded and scribbled pages for guidance.

Last weekend we drove to Cincinnati to go shopping and have dinner.  Shopping is code for “I want to go to Anthropologie.”  Much like her cozy catalog ritual, once we enter the shop I’ve lost her.  She’s lost to the smells, engulfed by the colors and the maze that will keep me looking for her at an hour at the minimum.  Luckily,  they have realized this is a common factor in many men’s lives and placed very comfortable couches at the entrance when the search becomes exhausting.

Anthropologie loves my wife.  Our house is adorned with small European style wine glasses, vintage style linens and coffee table books.  She has retro-style sunglasses, scarves and dresses reminiscent of the 1920’s.  All thanks to Anthropologie. On our recent trip she handed me a rich green box.  She delicately opened the box and a thin glass tube filled with perfume was adorned with an ornate floral lid.  She told me that she loved the smell, but I knew better.  Underneath the fragile glass vile, a bright floral fabric lined the box.  They had done it again. Holly was not in love with the product, per se, she was in love with the packaging.  The product was a bonus.  They could have placed water in that bottle and it wouldn’t have mattered, its all about the experience.  Price, irrelevant, it’s more about the presentation than the product in her eyes.  The art of packaging is a clear winner in her book and quite often gets rewarded handsomely.

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Holly is a marketers muse.  She is an empty canvas for us to paint our product masterpiece.  She seeks the extravagant from the ordinary.  She rewards the efforts of the Brand Manager’s consumer insights with an open wallet and strong voice that tells everyone around her how great the product is.  She is the ultimate consumer who we all dreamed about in our Marketing classes and appreciates the beauty and effort that goes into the complete marketing mix.  She applauds each “P” being carefully thought out, not just completed.

I love my wife for the deep appreciation she has for the black art of marketing that has been my life for the past eighteen years, but my wallet has also felt the pain of this perfect purchase experience that she seeks on a daily basis.

Comments

  1. Doing my best to stimulate the economy!

    Like

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