Educate Me

Posted on 21 March 2010 | by Christina Quist

I tried to buy two things this week. I had two different experiences. One was a scintillating, successful shopping experience and the other a complete failure; all because of the beauty of the Internet. Research can be a powerful marketing tool.

All I wanted was to find a cheap plane ticket. Historically, the airline industry befuddles me. Just before purchasing a ticket I panic with questions like, “When is the best time to buy a ticket?” “Will the price drop two days after I purchase it?” “What if I fly out on a Tuesday?” “Which airline is cheaper and does cheaper mean less safe?”

I appreciate industries that are not threatened by an informed consumer. In my search for an affordable plane ticket, I discovered joyous amounts air transportation information. The carrier websites who provided me with unbiased information I came to adore. Because they weren’t stingy with their ‘inside’ information, I trust them and will choose their site when I do buy a ticket.

The other purchase was a hedgehog. I had no idea what the going rate of a household hedgehog was when I asked my son what he wanted for his birthday. I talked him out of a platypus, but he ardently stood by his request for a hedgehog. When I walked into the pet store, I was not expecting a $220 price tag.

Why is this thing so darn expensive? Not one employee in the pet shop could explain why a hedgehog demanded such a hefty price. I did not trust the pet store. They did not educate the buyer. They showed me an albino hedgehog. I prickled.

My point is this: Don’t horde information. Generosity in information shows that you trust the consumer to make an intelligent decision. We like that. Especially when trying to buy hedgehogs.