Think about getting personal about business, and you have A Simple Cookie. While we can find a gazillion different types of cookies and cookie businesses all over the world, most do not actually operate with the purpose of connecting with an individual customer on a regular basis; being in business for that personal touch, that individual sale. Sales, not a sale, is generally the modus operandi. We’re different. We are personal and demonstrate it daily by the value we place on both our product and our consumer.
You can buy a cookie on the street corner, at the coffee shop, grocery store, convenience store, pretty much anywhere and at any time of day or night. Thank you Insomnia Cookies!!! These cookies run the gamut from being mass produced and packaged on state-of-the-art assembly lines, or, on rare occasion, baked just for the customer by special order. The latter is what we like and do best. It translates to the value that we place on our customer and our product.
While we do a lot of special order baking, we also still do a good part of our business at open-air markets and special events. (Which in turn, has, thankfully, given us more of those special orders.) The markets remind us of and give us personal interaction with our customer that we really crave. There is nothing quite like the smile of pure joy when a customer returns for more cookies or our brownies. That makes our day – because we have achieved something so rare in this world – an actual personal connection.
Yes, the connection has been achieved through food, sugar none the less, but it has had the ability to create an impression. While the impression may or may not have included our own lovely personalities through some tiny bit of conversation during the sale, yet the cookie or brownie instigated a reaction and therefore, hopefully, more interactions with our business down the road. (And of course, maybe even a few more Instagram likes or follows on Twitter in order to maintain a connection. )
Okay, so you say, so what? You sold a cookie, you probably said please, and thank you! and the customer goes off on their merry way. And we will respond by saying, yes, absolutely. But in the meantime, remember that this cookie sale involved personal human interaction. Not an internet connection, or pressing a button for an online order, but an actual human transaction which included some measure of real live human responses. (Yes, we still do have that “button” for orders on A Simple Cookie.)
Today we live in such an impersonal world which, in my humble opinion, has transpired from the need for speed, the need to have everything at one’s fingertips at all times, or as others have politely put it, instant gratification. Humans cannot process transactions at the speed of light without the help of a button. The button to the computer, the phone, or remote control.
Take a quick look around; we have robot vacuums, cars, and planes. We have the internet, which apparently can even be used for sex (sorry PG rating here). A person can send flowers, candy, money…. you name it, all basically anonymously just by pointing a mouse and clicking a button. Absolutely no human/personal interaction needed. No one has to risk eye contact with another human being or, heaven forbid, a conversation that might possibly ensue. No one – not the purchaser or the consumer, or even the giftee! much less the retailer. We can mark everything off of our to-do lists and take care of any personal commitments easily without the bat of an eye and really devoid of social interaction. How simple is that? Perfect! Amazon you are the best!
Birdie Conrad: What are you girls talking about?
Christina Plutzker: Cybersex.
Birdie Conrad: I tried to have cybersex once, but I kept getting a busy signal.
– You’ve Got Mail
Yet with all of this speed, the relationship and the actual joy of the moment, whether it is the actual purchase or the taste (relishing joy on our taste buds), is completely lost when left up to the button. Certainly, everyday chores are easier and perhaps quicker, but what happens when we lose the ability to enjoy the conquest of the perfect gift or the rush to witness the expression of happiness (hopefully) on the recipient’s face? If not for the giftee, what about ourselves in general? Are we so lost in every day that we cannot enjoy these simple experiences even on ourselves? Okay, getting pretty deep here.
“As funny as it is, it is easy to forget how to be a human. We’re so driven by data that we often overlook the human aspect of marketing and business. It’s crucial that we begin this process of delivering of real, human experiences on the web. Otherwise, we may not face a world in which machines replicate humanity, but where humanity replicates machines. Now that is a scary thought.”
Danny Chan, Contributor, Huffington Post
We believe that our personal connections and interactions with our consumers actually translate to the value that we place on our product, and therefore, our customer! Yes, perhaps old-fashioned and oh-so-20th Century, but guess what happens? We enjoy being personal. We care about our product and that we strive to provide to each of our individual customers a “personal best” experience. We want our customer to find some human sense of joy in a simple cookie.