Friday, October 1, 2010

Marketing flaws


By CHRIS MILLSPAUGH

There are other grocery store proposals out there and these could possibly be the ones for which we've been searching. One is called "Net Food Fix" and all your shopping needs are fulfilled on the privacy of your own home computer. It's reminiscent of the concept of the web network DVD rental conglomerate "Net Flix," where thousands of movies can be ordered and shipped directly to you for viewing. The "Net Food Fix" website will display items of food, toiletries and dry goods in full color much like the covers of the mouth-watering menus used by Denny's restaurants. Simply select the items you have designated from your weekly shopping list, highlight your order and drag it to the "grocery basket" where you pay by Visa, Mastercard, Discover or American Express. Your order is filled from a giant warehouse somewhere in Boise or Twin Falls and immediately shipped to your address.

Now, this idea works up here in the Wood River Valley if you have home mail delivery service. However, if you're like most of us, you'll have to go to the post office, open your box, get a yellow card, go to the package delivery station and wait in line until you can give it to a postal worker who will then deliver your grocery shopping order to you in the lobby or carry it to your vehicle outside. Obviously, this idea has a few flaws and I'll just let your imaginations run wild while pondering the possibilities. Admittedly, scores of new postal employees will have to be added, larger foyers would have to be built to handle the various food shipments and, then, there's refrigeration concerns and spoilage costs if you place an order, forget and fly to Belize for the week. Too, hazardous winter road conditions could alter the plan. Oh, well, food for thought.

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The other idea proposes building a large warehouse in the light industrial area with parking spaces for 250 vehicles. On the top of the warehouse will be a large screen much like the concept of the drive-in movies of the last century in rural America. The screen will have images of products available for sale. Each space will have its own speaker device, which allows you to place your grocery order and then wait until a large car hop arrives with your bags of goods. Again, a few minor flaws come to mind with communication high on the list.

I have more ideas on this subject but much like our valley, I've run out of space. Nice talking to you.




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