Tuesday, May 20, 2014

Who are your buyers?

I know, it seems like an obvious question.
But still, many retail stores are still considering everyone who walks to be their potential customer.
Let me give you an example. I had a visit from a US friend. She wanted to buy an orange shirt from the Dutch national football team for her husband. So, I pointed her to the official Nike shirt, which costs more than € 100,-, but is completely recycled and is Dri-Fit. Both features are not marketed at all.
So, to an outsider the only difference between this shirt and other, much cheaper, shirts is the price. In that case, the official shirt is loosing the game. My friend ended up with buying a €5,- T-shirt. I did mention that that cheap shirt is not recycled and that is probably manufactured by child labor in Bangladesh. But that had no results.

That is what happens when you compete on price only, then the consumers will only go for the lowest price.
However, there is a huge difference between conscious buyers and impulse buyers.  If you market to conscious buyers then you have to make sure to communicate all the sustainable features from the entire supply chain. You have to help your customers in making a conscious decision.

Are you marketing all your benefits to your specific audience?

Enthusiasm drives Excellence!

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