Last night I got a call from my father. He was calling from the electronics section of a major retailer asking for shopping advice. With the exception his vintage late-nineties cell phone, most technology conceived after 1970 plays a small part in my Dad’s day-to-day life. He went into the store planning to purchase an MP3 player for my 17 year-old brother’s birthday; not knowing that an “MP3 player” is not a product in its own right, but is instead a category of products comprised of a slew of shapes, sizes, brands and prices. After a brief over-the-phone run down with him on MP3 players he ended up going with an Ipod Nano.
The phone call got me thinking about product selection as it applies to gift buying. Buying a gift often means shopping outside ones realm of product knowledge and experience. If you’re buying a gift for someone who has interests and a lifestyle different from your own, how do you decide which product to buy? Having no knowledge of rice cookers, baby strollers or calculators makes it difficult, if not impossible, to make the right purchase without conducting a ton of product research.
It occurred to me that the Wize Rank is a great tool for gift buying when a person is shopping outside of their normal purchasing patterns. Wize takes into consideration everything from product warranty to usability when calculating a product’s Wize Rank, so you don’t have to be Julia Child to find the right mixer for someone who loves to cook. The Wize Rank can also compile a list of the best products based upon criterion that the user sets, providing easy access to the best products within a price range, feature set, or a brand. The strength of the Wize experience is you don’t have to be a product expert to make a good purchase; you only have to know what you’re looking for.