Few media are embracing the shift in consumer behaviour more astutely than YellowPages.
They’ve had to, with social media word-of-mouth, location-based platforms, and consumer review sites like Yelp delivering swift and repeated kicks to their hindquarters.
I think they’ve responded well. Their new website is finally customer focused, therefore immediately accessible and easy to navigate. But click on the Mobile Apps button and you end up in the real sweet spot. YellowPages offer their range of apps for free in this tasty little page set-up that makes you WANT to download them. (They might have made the Apps button on their landing page a bit more noticeable, but I quibble.)
And they’ve gotten innovative. Their Urbanizer is a cool interactive application that recommends places in your city based on your mood. So if you’re feeling grouchy or depressed, it will send you off to a gloomy basement restaurant.
This app has a City Mood feature which allows you to look at nighttime aerials of Canada’s major cities and see restaurants in colour-coded dots according to the mood they most closely jive with. No Victoria in there yet, but lack of cities was a consistent gripe in customer reviews.
The Urbanizer got lukewarm reviews on its webpage, but I liked that the neg reviews were there at all. Somebody at YellowPages is getting social media.
It’s once again cool to let your fingers do the walking.