Godbless those wonderful heady thoughts that if we give the consumer all of the right bits and pieces they will want our product and go buy the little sucker from our friendly little corner store.
I had a lovely chap explain to me that 35% of Australian purchasers walk into the retail channel expecting to buy one of his products and only 12% of that 35% actually walk out of the store with one.
Why? Out of stock? Better deal? Fallen sick? Forgotten wallet? No, because the retailer has switch sold them to a competitor's product. The solution is simply to encourage key clients to throw everything at the retailers to make their products the preferred offer to the store visitors. That doesnt mean straight sales incentive. That sounds very un-Australian and a little bent. No, that means actively encouraging the retailers to participate and to experience the products. Throw in a bit of fun and some offer to help secure the consumers confidence and hey presto - 100% of the 35% will walk out with the product and of course a load more who have just been switch sold!
Monday, February 02, 2009
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