Lessons From The Front: 4

Ashford.com on marketing (continued)

Back 

< 1 2 3 4 5 6 7 >

Delivering to the target segment's expectations

Kelly applies a simple strategy when it comes to meeting the expectations of her target customers: "give them what they want and make it delightful." However, this translates into complex marketing activities:

Product assortment

• Know the products, brands, price points and offers that converted target segment browsers into buyers on their first purchase

• Track searches conducted by the target segment to identify sought-after products and measure in-stock performance versus search topics

Customer Experience/Service

• Share their passion - exceed expectations

• Affirm consumers' expectations of the site's knowledge base (but make it easy to bypass)

• In any case - make the experience frictionless

Up-sell

• Through collaborative filtering of other consumers in the target segment, offer alternate products on the product detail page. This is an opportunity to focus on higher margin and/or long on inventory products, however it must be perceived as adding value

Cross-sell

• Offer ability to view products that appealed to similar consumers

• Offer impulse items at check out

Value

• "I can shop anywhere. I'm for what I buy, not where I shop." Give the customer perceived value.

FREE NEWSLETTER, click here