In response to my recently published white paper, Food Fight: Discovering Eight Truths of the New Era of Retail, I have been successful in communicating my message across several different channels. The paper was released last Thursday and I have received hundreds of positive comments. I have also received questions asking for the clarification of “Cliques” vs “Clicks”. I have greatly appreciated all of the feedback.

When I first wrote, Food Fight: Discovering Eight Truths of the New Era of Retail, I used the terms “Post-Click” and “Post Click”. In an effort to determine which was accurate I found myself with two challenges:

  1. What is the meaning of accurate?
  2. How do I get readers to understand exactly what I am declaring?

First, what is the meaning of accurate? Correct in all details; exact. The challenge here is accurate about the correct spelling and/or the best meaning. “Click” is referring to the pushing of keys on a computer in the context of my paper. The term “Post-Click” has come to be short hand for “Post Click Marketing” which is defined as, the practice that aims at improving sales and marketing results by focusing on website visitors when they respond to online marketing activities, such as, pay per click advertising, HTML e-mails, and paid searches with the objective of increasing conversion rates. “Post Click” is about software that is involved with personalization, lead generation, Search Engine Optimization (SEO), cart abandonment, etc. This is not what I am discussing in my paper. I am not referring to “Post Click” as in marketing and software. Rather, I am referring to the physical side of “Post Click”, movement of goods to fill customer orders. In an effort to communicate the correct meaning of “Click” I pursued other words. I decided upon the word “Clique” as it is pronounced the same as “Click”, but has an entirely different meaning. A “Clique”, is defined as one being held together by common interests, views, or purposes. The MonarchFx Alliance is always at the forefront of my mind and with this definition of Clique, it is very much like Alliance. We define The MonarchFx Alliance as, the coming together of world class supply chain and logistics companies with world class sellers of products to form a reinvented logistics ecosystem that is new, smart, and innovative. Both “Clique” and “Alliance” are the coming together for common goals. Therefore, I decided to use the term “Post Clique Logistics”. Not the “accurate” spelling, but the “accurate” meaning. Second, how do I get readers to understand exactly what I am saying and get passed the spelling of “clique”? Some readers may not know the definition of “Post Click Marketing”, therefore the use of “Clique” vs “Click” does not matter. For the readers who understand the Zeigarnik Effect, people remember uncompleted or interrupted tasks better than completed tasks, “Cliques” will be a cause to ponder. These readers will keep going back to the word “Cliques” because it is not the word “Clicks”. This is good, as it will help drive a deeper understanding of what I am trying to convey with “Post Clique Logistics”.

So, thank you to the readers who pondered “cliques” and as Paul Harvey used to say, “And that is the rest of the story.”

About the Author
Jim Tompkins
Jim Tompkins