Michael Wiegand // Dec 20 2012
My daughter just turned 3. And aside from wondering where the devil the last few years of my life went, I’ve been thinking a lot about how to make Christmas special for a girl whose birthday is in December.
Charlie loves technology. My iPad 2 was instantly hers the moment I brought it home a year ago. With it she made music, drew pictures, played games and watched educational shows on Netflix.
But she dropped it one too many times and now I need to replace the glass. (Curse you, Apple Care.*)
Long story short, I’m in the market for a “kid friendly tablet” for Christmas.
I’d done very little research on the kid tablet when I got an email from toy giant Toys”R”Us. I graduated to their house list from Babies“R”Us, presumably, after buying infant supplies a few years ago. (Clearly, somebody knows what they’re doing over there.)
This beautiful thing awaited me:
Not being facetious, by the way. This is amazing.
Dream Lites. (Chuck loves Pillow Pets.) And a LeapPad2 Crayola Bundle?! Holy sh*t, it’s like you’re speaking my daughter’s language.
Let’s do this. Where do I sign up to feed my money into your gaping maw of toy madness?
This is a campaign, no doubt, that’s built on my past purchase behavior. It’s beautifully laid out and click-worthy in every way. I need to find out more about this Exclusive LeapPad2 Crayola Bundle.
Seriously, Toys”R”Us, I don’t care how much money your email campaigns have generated, please give these people a raise. Yesterday.
I clicked the ever-loving giraffe mascot out of that product link.
This was the landing page from my click:
Uh, okay. Maybe I just need to find a store for their pricing engine to do its thing and spit me out at a product page with the right information. I gave them the benefit of the doubt, entered “Seattle” into the search box and hit submit.
It took me to a list of stores. I clicked the Bellevue store (6 miles away from me, the closest one):
Here’s where I started to realize I’d never reach the product I clicked on in the email.
I’m sure they get a lot of foot traffic from this exercise, but I live downtown. I don’t own a car. I do most of my shopping in little shops within walking distance or on Amazon. My intent was never to venture out of the city to a Toys”R”Us store. I want to get this thing dropped on my doorstep.
Just to humor them, though, I clicked on “Weekly Ad” to see if maybe it’d coincide with the email campaign I received.
Instead, I get prompted to enter my zip code (Are you f*cking with me right now, guys?):
After entering my zip code, alas, no LeapPad2:
Here’s the most depressing part about all of this.
A perfectly amazing mobile LeapPad2 page exists on their site.
It’s gorgeous. It’s got beautiful product shots, plenty of product information, their shipping information. Hell, I can even read reviews on it:
I’m sold now. But had I not been a marketer, morbidly curious as to why my experience was so bad, Toys”R”Us would’ve lost me right at the Store Locator.
I did a quick mobile Google search for LeapPad2. Target’s PPC ad showed up – above Toys”R”Us, I might add:
One click and I was to the product (cheaper than Toys”R”Us too):
What’s the moral here? Don’t take your web users for granted. Don’t marginalize your mobile web users. The mobile segment is multiplying by the day.
Soon – and very soon – the amount of mobile web traffic will surpass that of desktop web traffic. It’s already happening in India, for instance:
Here are 10 tips to prepare for this mobile domination inevitability:
Do even half these things well, and you won’t piss off folks like me who should be slam-dunk customers:
— Michael Wiegand (@mwiegand) December 8, 2012
*For those wondering, I didn’t get Apple Care. Sad times.
In 12 years as a marketer, Michael's experience has run the gamut from design, development, direct mail, multivariate testing, print and search. But his new flame is analytics. Outside of work, he enjoys the finer things: cooking, JRPGs, music and whiskey - in no particular order. Read More