Push the button
This week we learn that the latest offering in the Dash Button revolution, partnering with Asda, Tesco and Sainsbury, is the Carling button. There to be placed on your fridge in case that, heaven forbids, you should find yourself at any point in the week without a chilled can of Carling to sooth away the pains of the day. Just to back track a bit; if this has passed you by the Internet of Things exploded into our lives last week with Amazon announcing that it will be releasing Dash Buttons of its favourite brands – buttons connected by Wifi that allow you to re-order your household essentials at the touch of a button. This sounds great right? Like the future has truly arrived. Never again will you find yourself sat on that toilet desperately trying to find something to improvise with after discovering you’re down to your last sheet. You can stay ahead of the game and get that loo roll ordered in the time it takes you to flush and pull up your pants.
Now this is obviously great for fostering brand loyalty, hence the reason that Carling have got on board, but how great is it really for the customer? One of the joys of online shopping is the ease in which you can shop around and find the best deal. This eliminates that entirely making sure you are beholden to not only the brand but the distributor, as well and the price they set. I’m also very sceptical about how all these branded buttons are going to look with the current décor. Although my fears of receiving a delivery of 200 toilet rolls after the dog / toddler / friends who are drunk on the endless supply of Carling repeatedly pressed the Andrex button over and over again have been assuaged by Amazon which has reassured potential users that it will only fulfil one order at a time. But despite the convenience of receiving a product at the touch of a button, I can’t help but feel that the main beneficiaries will be everyone but the consumer.