Easy Does It--Editorial--CMO Magazine
To find a way to turn things around, Staples turned to research. Lots of it. It asked customers to list their 10 most important criteria; to management's surprise, price was nowhere to be found. It wasn't that price was insignificant to customers. But thanks to Staples' influence throughout the segment, shoppers had come to assume they were going to get a good price. What they wanted was for stores to stock all the basics.They also wanted courteous and helpful sales associates. And they wanted a faster, less-troublesome experience. In other words, customers wanted stores that didn't just have what they wanted, but had it where it could be found quickly and easily. Every customer interaction includes a "moment of truth" where you can prove your brand promise--or disprove it.
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