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The $15,000 Bucket of Tomatoes
By John Stanley
I know what your thinking, how can a bucket of 12 tomatoes cost $15,000? Nobody would pay such an exhorbitant amount of money for tomatoes! But read on, these tomatoes cost $15,000 Australian dollars.
The actual bucket did exist and was located in a small fruit and vegetable shop down the road from where Linda and I live in Perth, Western Australia. I say did exist, because they were located at the shop 15 years ago. They were positioned in a primary location to catch the eye. They achieved their goal as Linda’s eye zoomed in on this farm fresh bucket. It had a price sticker on it that said $2. Linda could not resist the temptation of the luscious red tomatoes and she purchased the $2 bucket of tomatoes. She was so impressed with the eye appeal of the fresh fruit and vegetables on display that she carried on to spend a total of $20 on produce. At that time $20 was our average weekly spend on fresh fruit and vegetables.
Do you have a picture of YOUR customer?
By John Stanley
I was recently working with a retail client and was discussing their merchandise strategy with their display manager. I asked the person about two products on the same display and who would buy them. The display manager mentioned that one of the products would, in their view, be purchased by 65 year-old woman, whilst the product next to it would be purchased by a 25 year-old woman.
Was the display working? I’m afraid not. Why wasn't it working? Because the person building the display did not start with a picture of the consumer in mind.
Generational marketing
In recent months there have been number of articles in the press about generational marketing. What does this mean? It means that as a retailer you need to consider who to target. Is it Generation Y (15-25 year-olds), Generation X (25-35 year-olds), the Jones’ Generation (35-49 year-olds), Baby Boomers (50-65 year-olds), or Greying Tigers (over 65 years-old).
A flick through a glossy magazine will soon reveal that marketers are very defined on who their target is and present the pictorial or promotion accordingly. But, it’s more than marketers getting the message across, it’s display teams understanding the message and merchandising accordingly.
Continue reading "Do you have a picture of YOUR customer? " »
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Thanks for attending one of John Stanley's 'X-Rated Retailer' workshops.
You can download a copy of the workshop workbook in a PDF format by clicking the below link.
Target Your Business to an Age Group, Not to the World!
By John Stanley
As a consultant working with retailers, one of the first questions I ask a client is can they paint a picture for me of a typical customer. Some clients can be very specific, whilst others just give me a blank look, then follow it up by saying everyone is a potential customer; how can they paint a picture of a typical customer?
Alas, very few retailers can claim to have the whole of society as a customer base, the rest of us have to target specific consumer groups.
Historically, these groups were targeted based on their likes and dislikes; this still is an important factor, but in the next series of articles I would like to take you back a step further and analyse the likes and dislikes of consumer age groups.
Market researchers split the population up into Spoodles (Spoiled Toddlers), Pester Power (children), Generation Y (15 – 25 years olds), Generation X or IKEA babies (25-35 years olds), The Jones Generation (35-49 year olds), Baby Boomers (50-65 year olds) and Greying Tigers (65 year olds upwards).
As retailers we need to decide who are our target group and are we merchanding displaying, promoting and providing the customer service this group finds attractive and appealing.
In this series of articles we will analyse each group from a retail perspective and offer ideas on how to grow your business when targeting one of these groups.
Continue reading "Target Your Business to an Age Group, Not to the World!" »
Best Buy Take Generation Marketing to The Next Level
As a team of associates we have been promoting the message that generational marketing is the way forward.
Best buy, the USA's largest consumer electronics retailer under the guidance of Brad Anderson have taken his thinking to the next stage.
They believe the store should focus not on product, but specific target consumers, the term they use is the store should be ‘consumer centric’. The markets are:
- Family man
- Active youngster
- Affluent professional
- Small-business owner
- Suburban soccer mom
Each store's aim is to focus on the above segments based on the local profile. Stores then lay out zones to attract the above segments. This may mean some products are duplicated in more than one zone, but the key is getting a particular customer segment to feel comfortable in their zone.
Extracted information from July 2005 business life
About John Stanley
John Stanley is an author, international speaker and retail consultant who is much in demand with his expertise taking him to clients in over 18 countries. He is a highly sought after keynote speaker and motivator at conferences and workshops around the world, as well as the author of several industry specific books. He has been working with retailers, wholesalers and product suppliers, growing businesses and profits, as well as inspiring and motivating teams to achieve excellence in their daily lives, since 1976. John has worked in and consulted to supermarkets, garden centres, pharmacies, liquor stores, service stations, and hardware stores.
John is also a regular contributor to written and audio magazines, and has produced a number of videos on retailing for clients. John’s international background, working with multinational and individual one-site companies in Europe, America, Africa, Asia, and Australasia, allows him to get the feel of trends and intuitively pick up on and develop new ideas rapidly.
He uses these gifts when working closely with clients in their own environment, advising and encouraging them to profit and grow from his wealth of experience and incredible expertise in the area of retailing.
“X-Rated Business” is the eleventh book that John has written.
Is Your Business X-Rated?
According to the latest research Generation X are planning to spend 28% more leisure money per head than Baby Boomers in the coming years. This means your business will need to be X-Rated! to gain from this extra income.
Consider these facts:
- Consumers expect you to change the shopping experience every four years, before they get bored and leave your business.
- Generation X are driving the trends ..... are you keeping up?
- GenXers buy into 'Signature' brands, are you one of those signature brands?
Learn how you can become an Xrated! experience by having John Stanley present his brand new
keynote at your next conference.
'Is Your Business X-Rated!' is a thought provoking presentation by John Stanley and will challenge you to re-look at your business and to make the appropriate changes to increase your marketshare.
What you will learn:
- How to ensure your business is in tune with the big spenders in the community
- How to increase the average sale per customer without spending any capital
- Review future trends and keep one step ahead of consumers
If you are ready to change the way you do business and to reap more profits, then this is the presentation for you. Book John Stanley for your next keynote presentation.
John Stanley
John Stanley Associates works with retailers on every continent of the world. John is one of the industries most dynamic speakers and is constantly being sought to give conference addresses. For 2007 John has developed a new workshop for retailers.
If you would like more information on John Stanley and would like to book him for your next workshop, please contact Linda Stanley at linda@johnstanley.cc
Click the below link to download a printable PDF copy of this workshop.
