Customisation losing simplicity

Is customisation taking a toll on simplicity? Just the other day, I was out shopping for reading glasses with the Mater. We choose to go with a brand which has a history of manufacturing products and services across the spectrum right from salt to software. The real reason goes just beyond this brand being trust worthy and credible. It was that being a share holder, the Mater had discount coupons.

So we entered a very crisp, elegantly designed, bright and vibrant showroom. What I really liked, is their customisation, they had spectacle frames across price ranges and brands. So essentially it was a good place for both a college student as well as an office goer and a retire person. Now Ma fell in the latter category and therefore, promptly went across to the lower priced section of the showroom.

Contrary to taking time and getting confused over the frame for her specs, she was quick to choose her frames within 5 minutes of entering the shop! But little did she know that the customisation process had just but begun.  

The helpers asked my mom for her prescribed eye power and suggested that we get her eyes checked. They have all these facilities in their shops! A prescribed optometrist operates in all their showrooms. Now where a normal eye checkup would have taken about 15 minutes, this gentlemen, explained the whole process to us and took 30 minutes. He took us through the check up journey, explaining the whole nine yards! Initially we thought very high of this service, I mean, who gives you so much importance, when time is money!? So we went through the process, and mind you, this a complimentary service too! Now after spending about 45 mins in this showroom, they happy-helpers came to explain us the different types of lenses used for the glasses!! You see since this was a new experience, initially, we enjoyed the explanations and the one-to-one attention.

But slowly and steadily I started realising that we were actually increasing the footfall for this showroom, we had been in this showroom for over an hour! And that invited (unintentionally) about 6 new customers, and converted 4 of them into buyers! So basically, for the shop manager, we were a sure shot formula for increasing sales that evening!

As I sat there listening to the various terms in glasses and glass materials and of course sipping on my cola, I realised that customisation had made the simple process of ‘spectacle frame shopping’ very complicated! Yes, we did increase our knowledge quotient, so there was a value-add.

May be the company knows that given a choice customers wouldn’t really care if they choose one material over the other, but if because of this customisation, I end up spending more time at the shop I will actually buy more directly and indirectly by increasing the footfall. 

Bulls-eye!