Pavlov’s customers.

We are in the middle of the post Christmas sales, an orgy of discount opportunities for consumers as retailers rush to clear stock, and take advantage of the behavior consumers exhibit every new year, “buy, buy, grab the discount”.

Whoops?

Have we trained customers to expect great deals post Xmas, do they put off spending at full price till the post  Xmas period, not because the deals are great, but because they have been trained to do so? 

Clearly the answer is yes, customers have been trained, just like Dr Pavlov demonstrated.

So, what else can customers be trained to do? When you think about it, the list gets pretty long.

Switch brands indiscriminately

Demand discounts

Be impatient and unforgiving

Expect free service, whilst getting a discount price

24 hour delivery

Limitless warranty

The list goes on, but to each, there is a positive side, customers can be trained to stay with the one brand, not to expect discounts and unreasonable service and warranty, not all of them, but usually enough to make the investment worthwhile, as the alternative is to go broke being the cheapest to all, rather than delivering genuine value to those who are prepared to pay for it.

What are you training your customers to expect?

 

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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