Pure Genius

Any of you familiar with the Apple i-tunes program will know what a great source of music and video it is, but recently they have added what they have called the 'Genius Sidebar' - and let me tell you it does exactly what it says on the tin!

The Genius Sidebar appears down the right hand side of your i-tunes window and constantly offers suggestions of other tunes or video you would like based upon your i-tunes music library on your PC...it is unbelievably accurate and without doubt is the cause for me personally spending more on their website in one hit than i ever have before! It is amazing, you buy one, then it recommends you another 'classic' tune you'd forgotten that have your hands waiving in the air (or if you're more restrained perhaps your feet tapping)...it is without doubt one of the best examples of cross-sell marketing i have ever seen.

This gentle, soft-sell nudge, totally focused with a free trial (the usual 30-second clip) is enough to almost guide your mouse to the "buy" button....why don't more websites think and develop rich, accurate client content in such an easy to buy way....i didnt even have to scroll down it was right there at the side of where i was!

Yet again, Apple not only raises the bar for thinking and execution of an idea, but it has achieved that which is so hard online - it has put back the fun of buying into the online experience - the effect (for me at least) is as good if not better than walking through a music shop and flicking through the shelves. One last thing to do then Apple....just reduce the cost of the songs please!!! At £0.79 it doesn't sound like much but your new tool means I can't help myself!!!!!!