A good example of advertising with YouTube

[Andy Black]

I'm not into Barbour jackets but was in a department store the other day and saw one that reminds me of a favourite bike jacket I used to own.

I tried it on, but didn't want to buy because it was about £229 and I'm not going to impulse buy a wax jacket for that amount when I've no idea what a wax jacket is.

So I've been doing a bit of Googling about "wax jackets" and "barbour jackets". I've also figured out the jacket I tried on is called the Barbour Corbridge jacket.

I've then searched for "barbour corbridge" specifically to get an idea of prices. I'm a bit more educated than I was before. My new search term indicates I'm closer to purchasing than my previous search terms which show I was trying to educate myself.

When I tried the jacked on I didn't check to see if the cuffs are adjustable, or if there's inside pockets. (And I'd want to check my trusty moleskine notebook fits comfortably.)

I spotted a video about the exact jacket I'm researching (note that I've watched the 10 minute video from Barbour about their "Jackets for Life" yesterday and am starting to come round to this brand):

The video about the Corbridge jacket is only 1:36 and shows him talking about the pockets, cuffs, etc. (I don't think it looks great on him btw, so I'll probably go try it on again somewhere.)

The description is super short and I can see a link. I don't even read the description and click the link to see what their prices are.

The link takes me here:
Mens Corbridge Wax Jacket | Barbour Wax Jackets | Barbour

I now see I can buy it for £194.59 online with free UK delivery - perfect for when I go visit my mum again in a few weeks.

So I could go check it locally for size and know I've to beat £194.

If I can't get close to that price, then I can buy online.

 

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[Lex DeVille]

I'm not into Barbour jackets but was in a department store the other day and saw one that reminds me of a favourite bike jacket I used to own.

I tried it on, but didn't want to buy because it was about £229 and I'm not going to impulse buy a wax jacket for that amount when I've no idea what a wax jacket is.

So I've been doing a bit of Googling about "wax jackets" and "barbour jackets". I've also figured out the jacket I tried on is called the Barbour Corbridge jacket.

I've then searched for "barbour corbridge" specifically to get an idea of prices. I'm a bit more educated than I was before. My new search term indicates I'm closer to purchasing than my previous search terms which show I was trying to educate myself.

When I tried the jacked on I didn't check to see if the cuffs are adjustable, or if there's inside pockets. (And I'd want to check my trusty moleskine notebook fits comfortably.)

I spot a video about the exact jacket I'm again researching (note that I've watched the 10 minute video from Barbour about their "Jackets for Life" yesterday and am starting to come round to this brand):

The video is only 1:36 and shows him talking about the pockets, cuffs, etc. (I don't think it looks great on him btw, so I'll probably go try it on again somewhere.)

The description is super short and I can see a link. I don't even read the description and click the link to see what their prices are.

The link takes me here:
Mens Corbridge Wax Jacket | Barbour Wax Jackets | Barbour

I now see I can buy it for £194.59 online with free UK delivery - perfect for when I go visit my mum again in a few weeks.

So I could go check it locally for size and know I've to beat £194.

If I can't get close to that price, then I can buy online.

I wonder if a startup will create a device soon that tags phones when you pick up an item in stores so you can be re-targeted with that item on FB, YouTube etc. If not a startup, then maybe Amazon with their fancy automated stores. Seems like a good opportunity for the person who figures it out. Every retail store in the country would want to use it.

 

[RazorCut]

I did exactly the same thing for a Berghaus Mera Peak jacket last January. We discover something we like, we research it's qualities, compare prices, watch videos etc.. Google takes us through the whole buying experience like a well oiled machine until we are ready to pull the pin. All it needs in most cases is a competent web site with a good price.

Interestingly enough I went to check out the Berghaus for size at Go Outdoors and they, from long past experience no-doubt, know we do this exact routine which is why they will beat any online price by 10% as an incentive to get you to purchase it in-store there and then. And why wouldn't you?

_

 

[Scott Robertson]

This is an interesting case study, but how well d you think it will work for a saturated market/product?

 

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[Andy Black]

This is an interesting case study, but how well d you think it will work for a saturated market/product?

I’d do what others don’t think to do, don’t want to do, and don’t know how to do.

What does saturated even mean?

 

[Startup Steve]

I wonder if a startup will create a device soon that tags phones when you pick up an item in stores so you can be re-targeted with that item on FB, YouTube etc. If not a startup, then maybe Amazon with their fancy automated stores. Seems like a good opportunity for the person who figures it out. Every retail store in the country would want to use it.

Geofencing around retail stores has been around for quite a while. I know there's a lot of folks working with RFID tags as well.

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