December 03, 2018
Can Google Find Its Groove?
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#Google created the finest IOT systems for consumer home products, so why is Amazon higher in Top of Mind Awareness (TOMA) in the consumer's mind?
Consumer Perception: A paradigm shift has occurred in the retail markets that many of us are slow to accept. Retailing has lost the right brain activity of the consumer. The online consumer is no longer shopping for the experience of the product or the social engagement involved in yesteryear. Today the online consumer has only the bandwidth requirement for digital immediacy backed by simple straightforward comparisons for product benefits and price. It is an analytical process built by the left side of our brain. So why is Amazon still ahead of #GoogleHome in the IOT marketplace if Google's product is more intelligently designed and the consumer has lost their right brain activity in the buying process?
Has Google not found its Groove?
Market Shift: The consumer retail market space for the brick and mortar has lost the luster from the days of bustling malls and mad rushes to boutique shops to enjoy the thrill of shopping and discovery. The future of retailing is gallery style experiences where the store becomes the product and the social engagement derived from the WOW environment is not focused on the art of selling products directly. Products have been extricated into checklists and research and the new retail gallery is the last stop for the post-purchase decision-making process. Many companies, including Google, are so focused on the benefits and attributes of the product and brand that the humanization of the product escapes them. Right brain activity is no longer apart of the buying process.
Observation: What Amazon has slowly learned and understood is that consumers have begun to humanize their smart devices. We speak playfully or engage the device in conversation. In fact, Amazon chose to offer their device a human name, Alexa. Google, on the other hand, has chosen to be androgynous and rely solely on the brand. We teach sales staff to introduce themselves by name at least three times in the course of engaging a guest during the store visit. It is more difficult for a person to become angry and upset verbally and physically if there is a human connection. In conclusion, people are more prone to lurid rants and rash outbreaks of uncontrollable rage when the person or object standing in front of them is simply a no name-void of any human connection.
The newest ads from Amazon are brilliant while Google is still trying to find its Groove. So how can Google not only capture market share but dominate the #IOT industry? Well, that is for another article. Indulge me and offer your thoughts on the subject: Has Alexa found her place in the creative side of the human brain leaving Google to share only the left side of the brain? Do you give your smart devices Human personification?
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