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Marketing and Communication Pills / Clients don’t know what they want !! (Part 2)

We had stayed on this premise. We were in a large supermarket, observing customers. We could see that 64% of what was carried in the cart, THEY HAD NOT COME TO LOOK FOR IT … –

Let me clarify a personal position for you. I don’t believe in “Consumerism” as predictable buying behavior in niches. I see it rather as an isolated position Kazakhstan Email List and very difficult to consider when defining market access strategies. I think we are all consumerists … given certain circumstances.

Those cases of the man who walks into a car dealership and says: give me 4 one of each color, it is an isolated event. The objects of study in Predictive Marketing Kazakhstan Email List are rather groups of people with defined, predictable behaviors and models that can be replicated in different circumstances.

This is to discard those positions that explain what we have been developing on the basis of impulsive and excessively buying behavior. It is not our case.

In the example in which we were from the supermarket, we talked about all the people, that is, hundreds of people per hour, tens of thousands at the end of each week. That is the target market and the customer you are targeting department stores, that is, all of us. You and me.

How do we explain this behavior?
Where do we go for a shopping list of 3 items and we leave with 6 !!

What happened?
The first question would be: Do we buy what we need? or the purchases that completed our acquisition were essential items. The research carried out yields Kazakhstan Email List the answer. They were basic items. This demolishes the “consumerist” purchasing theory. Our clients DID NOT BUY ANYTHING UNNECESSARY. What’s more: 64% of your cart did not include luxury items but opportunities !! It turns out that we arrived at a first discovery: WE DON’T REMEMBER EVERYTHING WE NEED !! – That’s why her mother made a list for you when you were a child and sent you for purchases, remember?

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Our studies indicate that the typical customer can remember up to 5 items. If there are more, use a list !! But very few make a list. Most trust their memory, .. And lose!

When he arrives at the supermarket, he no longer remembers everything. When he enters and begins to transit through the gondolas, in the first 4 meters Kazakhstan Email List, he forgot half of the things and only remembers a couple that his memory prioritizes. Therefore, large surfaces (and many other commercial spaces), They are designed to function as MEMORY ASSISTANCE. All merchandise distribution is planned on that basis. All the commercial space is on that base. And those of us who work advising companies, we know it. If not, ask yourself why you always have to go to the bottom of the premises, for those simpler things like bread or milk? Answer: FOR IT TO WALK !! And while he walks, he looks and while he looks, he can remember what he needs and then that miracle happens: Ahhhh, look at this !!, just what I need !!! (and he didn’t go looking for that !!!) But he bought Kazakhstan Email List it anyway. Because the Supermarket takes into account something that you forgot: CUSTOMERS DO NOT KNOW WHAT THEY WANT !!!

This is highly applicable to services as well. If your business is to provide a service, think that your contact staff should act as a memory aid for your customers. The true sales function (when the work system is with personal contact and not self-service), part of this. A CUSTOMER ASSISTANCE TO IDENTIFY THEIR OWN NEEDS !!., Do we follow it ?? Good luck!

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