7B the migo IQ blog

June 18, 2016

Against the persona, for the person: the key to brick-and-mortar success

By Annie Mueller

The most powerful writing happens when a writer forgets about the brand, the philosophy, the sales strategy, the target group, and simply writes as one person to another.

It's powerful because it's real. Ultimately, no matter what form of communication we use to share our ideas with each other, we are all limited: I am an individual, and so are you. I am tied to my individuality, my own perspective, as you are tied to yours. When I speak, no matter what pronoun or "voice" I use, I am, ultimately, always speaking as one person to another. One single, unique voice to one single, unique listener.

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June 17, 2016

Tangled up in Calle San Juan

By Ana Portnoy Brimmer

“Vroom, vrooooooom!” the little boy pushes his toy car across the bar.

The miniature blue vehicle twists and turns around beer cans, a plate of arroz con habichuelas, and the bartender's hands.

Ven pa’cá, nene, take a bite,” says the bartender from behind the counter, pointing a spoonful of rice and beans in the toddler’s direction.

Hola, mi amol! Fix me a drink, will you? I’m thirsty!” a woman with a cake-batter face, thick lipstick, and clumped mascara walks behind the counter and kisses the bartender on the cheek. They exchange some remarks and laughs, and take their alcoholic beverages outside, on the street. The bar is casually left unattended.

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June 15, 2016

The migo story, part 1: "It's a filter for the world."

By Annie Mueller

There are as many different stories about our startup as there are people involved in it. Here is Annie's story.

It was at the rebranding meeting that I knew I was in. Really, totally in. Committed. As in, "willing to get rid of our stuff, sell our house, leave behind our family and friends, and move our four kids to a new place far from home" committed.

I'll tell you why.

Why is because the day before that meeting, I'd been grocery shopping with our four kids. They're good kids, but when there are four of them aged 4 to 9, and you're trying to read a list, navigate aisles, and answer 2,374 questions about the universe and what's for breakfast next week on a Tuesday, your brain begins to fracture.

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June 14, 2016

How to quit overwhelming your customers

By Phillip Van Wagoner

It’s often an unchallenged assumption that offering a variety of choices is the best way to give our customers what they want.

It sounds like this: “If my store offers a wider variety of styles or products, my customers are more likely to find exactly what they’re looking for.” But do people know exactly what they’re looking for?

Choice is important, but there are a lot of reasons why this perspective, left unchecked, can be damaging to your brand, burdensome for your customer, and problematic for your business.

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What retailers need to know about machine learning

By Meghan Mabey

Machine learning isn’t an entirely new science, but it’s gained fresh momentum recently. Machine learning is constantly changing and improving, allowing businesses to better predict what products customers will want. Better predictions mean higher revenue and, overall, a better customer experience that will keep customers coming back.

New advancements in the field of machine learning mean that retailers, brand owners, and managers of brick-and-mortar stores can use the same technology that Amazon and other e-commerce giants use. These online giants use the technology to offer personalized recommendations to consumers on their websites; now brick-and-mortar retailers can do the same with physical products, for a completely unique and customized in-store shopping experience.

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