Two ways to avoid selling out your brand this holiday season
This holiday season, price-based value is king. Customers still want an authentic brand experience and product quality that appropriately exceeds expectations. But we're all expecting price-checks in abundance. And unless you're Walmart, you're probably not going to make up margins on volume.
As a manager, you've got numbers to meet. When customers are entrenched, how do you meet your numbers without selling out the brand?
Know what to expect.
As the line blurs between online and offline customers, delivering a consistent experience becomes your key point of differentiation because products and alternatives are on an equal playing field. If you don't know how your customers respond to the multi-channel experience, take a hard look at your customer satisfaction research.
Tighten your focus.
Many retailers are focusing on their core business this season. That's smart strategy against entrenched consumers because, if nothing else, it leverages existing customer associations with the brand. Here too, customer satisfaction research can tell you if those associations are on target. Using existing tools in customer satisfaction research, you can know where your pain points will be and that allows you to focus on the things that make a difference.
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