Short answer: no, of course not. However, they could have used a little human common sense rather than rely on responsive design alone to make their emails more relevant.
Let’s back up. As an avid, if not talented, photographer, I subscribe to emails from Adorama and B&H Photo, two large photo retailers based in New York with a well-earned reputation for value, service and selection. Really, you CANNOT find a better place to buy cameras and assorted equipment than those two.
Yesterday, I received this email from B&H:
They remembered Mother’s Day with a large graphic pointing to their Mother’s Day sale items. How nice.
That is, seven of every 100 Americans accesses the Internet via his or her phone and does not have broadband at home or at work or school.
This smartphone-only group included 15% of all respondents aged 18-29, 13% of all respondents with a household income of less than $30,000 per year , 12% of all African-Americans and 13% of all Latinos. As the lower incomes would suggest, costs loom large over their smartphone experience: about half of all smartphone-dependents have had to cancel service because they couldn’t afford it or have frequently hit data caps
These findings have two broad and challenging implications for marketers.
1. Have a mobile-only communications segment/strategy
We all know luxury brands when we see them, whether we see them on the fender of a car, the clasp of a handbag or the label of a bottle. Or do we?
Technology has made some luxuries more accessible–look at blackcars on demand and fitness coaching. Once available only to those with lots of disposable income, these services have become affordable to middle-income consumers.
By the same token, however, products that used to be customer staples have become luxuries. Because of cellphones, no one needs to wear a wristwatch. Because of smartphones, no one needs a camera or any other of a host of devices.
One the one hand, you could say that technology has made these items redundant. However, it might be more relevant–not to mention profitable–to say that technology has made them luxuries. Here’s why: