Wow, what a difference a downturn makes for your ability to sell. Tablet PC manufacturers have been hit hard by stagnant growth in the PC market. In the tablet era PCs just don’t sell themselves like they used to.
I took a look at the way two consumer oriented Windows 8 tablets are sold buy their maker and I was shocked at how well these companies are trying to sell their products.
First, I took a look at the way HP Australia sell their Envy Tablet:
That’s right, it’s an “ENVY x2 11-g001tu”. It has Windows 8 32, On-board 2GB 533MHz LPDDR2 SDRAM, 64 GB SSD, 11.6" diagonal and UMA Shared Graphics. How appealing! Where’s the buy now button… Not!
This represents the classic PC manufacturer approach to selling computers (and tablets for that matter). Just list the specs and the price. That’s it. Order at will!
That’s the way it’s been for 20 years and it nearly every PC maker has done it this way for that long.
Benefits, rich and emotionally descriptive information and solutions to problems are all superfluous when people just order your products because they like your brand and there is no other way to tell two products apart.
You wouldn’t know it from their Australian Web Store page, but HP actually do know how to sell the Envy Tablet better than this. Check out this view of their product mini site.
Strangely their ecommerce people do not seem to know about this site. There’s no link to it, and I could only find this site by Google search!
As you can see though, the mini-site actually makes a noble if brief attempt to sell the envy based on design, convenience and emotion.
“High–quality materials, modern lines you can see and feel, each laptop, TouchSmart and desktop is pure ENVY.”
“So you don’t miss a thing.”
The good thing here is that they are trying to create an experience around their product.
ASUS are doing a far better job of this with the ASUS Vivotab and an amazing mini-site:
The site is one of the best examples of a product mini-site that I have seen yet. If the product was as good as the mini-site the tablet would sell off the hook! It is a rich experience site, that draws you in with descriptive animations, emotional benefits and logical backups.
Ironically the product will not sell of the hook due to its specs! The combination of a low performance Intel Atom processor and an 11.6 inch screen (2 things that do not go together for the average punter). But this mini-site gives you the best chance that you’ll ever get to fall in love with the product.
I related in my last post that the Apple style design story has become part of Lenovo and Microsoft’s repertoire. The experience mini-site takes that a significant step further incorporating the many emotional hooks.
But the thing that I personally rejoice over is that Tablet PC makers (apart from Apple who have been selling like this for years – Apple NLP Video list here) are actually putting significant energy into selling.
They are thinking about their products in customers terms right through the product cycle.
We can only hope that they continue to improve for the sake of themselves and for choice!