Posts Tagged "Amazon"

Educated Customers

Posted by on Jun 22, 2013 in Uncategorized | 0 comments

End users are more educated than ever. Consumers need to feel that the product purchase is a smart one.  Spending hard-earned money is easier when the purchaser feels like they are buying goods that solve a need in their life.  Consumers need some background so that they are educated for their purchase.

Today’s product information is relatively free thanks to the modern internet.  Internet accessibility has made huge leaps and bounds, not only being available in the vast majority of households, but also the increasingly high number of cellphones that have internet browsing capability.   Modern search engines help potential consumers quickly find the background information required to guide purchasing decisions.

Consumer education can come from a multitude of websites.  These include:

  • Information-sharing (Wikipedia)
  • Independent product reviews (Consumer Reports)
  • Sale and product reviews (Amazon)
  • Youtube videos
  • Independent blogs
  • Product sales website

Customers increasingly do their own research before making purchase decisions.  They need to ensure that they are getting a product that solves their needs at a good price, and from a reputable company.

Manufacturers that sell direct to their customers would do well to provide as much information as possible about their product, it’s use, and the general background on the subject matter.  Customers need that information, and will look elsewhere for that information if necessary.

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Not About the Experience Anymore

Posted by on May 25, 2013 in Uncategorized | 0 comments

In the good old days of retail stores, luxury retailers made the sale because of the experience of their consumers.  The look and feel of their location, decorating, environment, etc were all part of making a sale of high-end goods.

Times have changed as new forms of advertising inform customers more about the features, benefits, and luxury of the actual product.

Via Forbes Magazine:

(The) new luxury experience is in ownership. People want nice things more than
they want nice service. The luxury industry was shocked when it learned that
luxury consumers loved to (shop) at Costco, a warehouse style store that is
anything but fancy but also sells luxury vacations, furniture, high-end
timepieces, and $100,000 pieces of jewelry. A feeling of disgust fell on the
faces of luxury brand executives when they saw their goods sold via online
auction side eBay or Amazon – arguably the world’s largest shopping mall.
That however was in the beginning, and luxury brands are feeling friendlier to
places like eBay and Amazon because sales numbers prove their fears to be
without merit. The real fear however was that these mainstream shopping
experiences would devalue their high-priced goods, because they were not
being sold in a luxury environment. Nevertheless eBay and Amazon continues
to sell high-value goods at large volumes. Gucci for example has made
Amazon.com their official authorized online retailer.

Consumers at all price levels want good service that is hassle-free and simple.  They are very informed and do not need a salesperson to steer their decisions.

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