STORES Magazine - June 2008 - (Page 8)

CONSIDER THIS / EXECUTIVE EDITOR’S PAGE StORES® GMOOT Point BY SUSAN REDA STORES Magazine 325 7th St. NW, Suite 1100 Washington, D.C. 20004 202/626-8101 o you have GMOOT syndrome? Here’s a quick test. When you read about a new software application in STORES’ Worth Watching section, do you rip the page out, hand-deliver it to the head of IT and insist they deploy it immediately? After talking to your teen about social media and reading a few blogs, do you charge your marketing department with developing viral video content – pronto? If you answered “yes” to either or both of these questions, you’ve clearly sipped too much GMOOT-spiked Kool-Aid. GMOOT stands for “Get Me One of Those.” Scott Donaton of Advertising Age coined the term in discussing marketers’ attempts to exploit consumer-generated content by adopting a knee-jerk response rather than investigating the landscape before jumping in. “It’s a phenomenon that helps explain why there are so many lousy viral videos and half-assed new-media initiatives out there,” Donaton wrote. “They’re not the end result of a real strategy, but are done for the sake of doing something because . . . well, because everyone else is.” Retailers are equally as guilty of falling victim to GMOOT syndrome; they try to get in the game quickly because a rival company is doing something, or because some expert has deemed a new gizmo a “must have.” With precious little time to study all the angles, however, hasty entry into some new marketing initiative or technology rarely amounts to more than dabbling. A little over a year ago, STORES wrote about retailers racing to set up storefronts in the virtual world of Second Life. With high expectations and a strong desire to be on the bleeding edge of cool, several retail companies created digital versions of their stores and their products – then waited for the excitement to start. They’re still waiting. Say what you will about Second Life, but retailers are partially to blame. They would never open a physical store, then sit back and wait for shoppers to show up. Yet that’s what they did in the virtual world: There are storefronts on Second Life that are not staffed; merchandise is not updated. It’s as if they created these virtual shops and then abandoned them. Now the GMOOT Syndrome is infecting the mobile arena. True, a few tests have found that mobile media consumption habits are building, but that doesn’t mean that every Tom, Dick and Harry with a widget to sell should embrace mobile advertising. Still, agencies are reporting that virtually every client they speak with expresses a GMOOT attitude. Leading edge is for some retailers some of the time, but in most instances falling victim to the GMOOT syndrome can be painful. A measured approach to new technology that affords one the chance to dive into something whole-heartedly is likely to yield better results. D RICK GALLAGHER Publisher Vice President 202/626-8103 FAX: 866/640-8136 E-mail: SUSAN PATTERSON Assistant Publisher 202/626-8102 FAX: 202/661-3042 E-mail: EDITORIAL SUSAN REDA Executive Editor 516/437-1245 FAX: 866/640-8138 E-mail: HARRY LISTER Managing Editor 202/626-8199 FAX: 866/640-8137 E-mail: EMINE BEHNAM Production Manager 202/661-3047 FAX: 866/235-1939 E-mail: MARY ALICE ELMER Copy Editor LUCY D. REDDAWAY Creative Director ADVERTISING & MARKETING MIKE GRIBBIN Advertising Director 410/893-8003 Kim Daniele Molly Deise Therese Draddy Dan McClure Tim O’Connell Executive Publishing Inc. 900A Main St., Suite 103 Bel Air, MD 21014 410/893-8003 FAX: 410/893-8004 E-mail: CIRCULATION ELENA CAIOLA Senior Director, Circulation and Information Management 202/626-8146 FAX: 866/640-8139 E-mail: DORIS MASON Circulation Assistant 202/626-8172 FAX: 866/640-8140 For article reprints, including e-prints, please contact our Reprint Coordinator at Wright's Reprints 877-652-5295 or At STORES, we appreciate hearing our readers’ thoughts and comments. Please address your correspondence to, or contact me at (516) 437-1245. 8 STORES / JUNE 2008 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - June 2008

STORES Magazine - June 2008
Executive Editor's Page
President's Page
Tesco Tests Carbon Labels
What Shoppers Think
10 Things You May Have Missed
Numbers Worth Counting
Full Price/Markdown
Retail People
Cover Story: Boom - or Bust
Green Retailing
Online Marketing
Building Traffic
Water Management
Digital Marketing
Loyalty Programs
Special Report: Taking on Teens
Supply Chain - Robo Crop
Human Resources
Supply Chain - Directory Assistance
Loeb Retail Letter
ARTS Update
Point of View
NRF News
Retail Crossword
Retail Industry Calendar
Last Laugh

STORES Magazine - June 2008