Confusing messages about what customers want

Countdown marketing manager Bridget Lamont says customers aren’t loyal because convenience always comes first.

Headline: Customer loyalty long gone in the Facebook age: Countdown

[…]There is little to no supermarket loyalty in the New Zealand shopper’s psyche, and stores have to compete on more than price, according to one of the major supermarket chains.[…]

[…]” Price is one very dominant decision criteria for people. They will chose where they shop firstly based on location and secondly around price.”  But she said price wasn’t everything.

“The whole concept of purpose is really important and we know that consumers increasingly want clarity on what a brand’s purpose is.[…]

Ok, so it isn’t just about price.

[…] But requests for a broader range of health and speciality foods were also sky-rocketing.  “More options for people who have certain dietary intolerances is growing enormously and we often hear calls for, can I have a better range of gluten-free or dairy-free, and we’re actively growing that category.”  Lamont said there were people who had to eat differently for dietary intolerances, but there was also a general trend towards alternative foods.[…]

It’s about being on-trend.

Headline: Kimberleys Fashion in Receivership after decades in business.

[…]”The stores are well located, their online representation has been good, this simply seems to be a sad situation where sales have not kept pace with costs, which is a situation challenging many retailers,” he said. […]

It’s not about location or bricks & mortar vs online shopping.

Headline: Topshop NZ placed in receivership but stores remain open

Despite opening its doors to much fanfare, it’s come as no surprise that fashion retailer Topshop has failed in New Zealand in just over two years, a retail analyst says. […]

It was a surprise to me.  This is a shop that is based on cheap mass-market look-like-everyone-else clothing that is “on-trend” yet barely makes it through the season before falling apart.   Wasn’t this what we consumers wanted?  Fast fashion, here today, gone tomorrow, be happy if they look fabulous and “on-trend” for a few wears, and then cast it aside.

And yet at the other end of the scale, Kimberleys has also closed.  Their market was towards the opposite end of the price point, for women that had a higher disposable income and wanted quality over quantity.  Pieces that would last a few seasons, wardrobe building blocks that would be around for a few years.  So did they get it wrong and missed their target market?  Or are we just not that interested in quality either?

What is it we really want?  The latest fad?  Quality?  Variety? Or does it just come down to price?




This post was written by Intern Staff

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