If you haven't read it yet, you might want to do it now. It's one of the lead articles on the home page of msn.com this morning!
The article goes on to discuss how big box retailers like Costco and BJ's are going after the affluent consumer with luxury items like DIAMONDS. If this doesn't make the hair on the back of your neck stand up, nothing will. And what to they list as the reason people buy luxury items like this in a warehouse environment? Price Bubba. Price, price price.
Get the point. If you are not going to create another reason other than price for the consumer to buy your products then you might as well close up shop like Fabrikant.
Creating emotional connections and the experiences that goes with it is the key for the Bandzilla brand manager. We'll be getting into this much deeper in future posts.
By the way.... a great book to read that talk to this very subject, Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience by Pam Danziger.
So let me get this straight......
People are SHOPPING for diamonds while standig on a bare cement floor and fighting for position in the pizza bagel taste-testers line all while pushing a shopping cart the size on an RV which is filled with their yearly supply of Jif Penut Butter.
Hmmmmmmmmmm........
Surely SOMETHING can be done to BEAT that experience!!!
Posted by: Nick | January 05, 2007 at 04:36 PM