Jewelry Overload!
I recently gave a speech at my bi-monthly Toastmasters meeting about consumer behavior and the sheer number of messages that consumers are hit with in a single trip to the supermarket. Never mind the time that this endeavor now takes: the average supermarket has at least doubled or tripled in size over the past ten years!
Whereas in the 1950s, people went to grocery stores to buy the essentials, today’s supermarkets offer a pharmacy, a dry cleaner, a florist, a café area, and a hardware section, among others. How many times have you wanted to pick up something as simple as laundry detergent, and spent ten minutes deciding if you wanted touch of Downy vs. none, mountain spring vs. country fresh, with Clorox added or energy-efficient?
Another aggravating example is oatmeal. It can be found in Weight Control, flavor variety packs, with Omega-3s, with extra fiber — you name it. The original in the cylinder that mom used to make reduces cholesterol, has plenty of fiber and has none of the sugar that all of these new varieties that were created and are on the shelves!
The big production companies will declare consumer demand drives all this variety that stocks up the shelves and inhibits our efficiency in making simple decisions, but even my kids aren’t clamoring for another flavor of Pop-Tart! Besides the traditional flavors like cherry and blueberry, which were just fine by the way, they can now have chocolate chip cookie dough, banana nut muffin, and strawberry milkshake. They even make half and half flavors too, because it’s come down to the fact that consumers have so many choices that they have become paralyzed at the thought of making a decision. The supermarket trip is only one example, but there are many others that drive indecision, like cell phones and calling plans, and even prescription drugs. We are re-inventing the wheel with more of the same wheels constantly.
So what does my message mean in the world of jewelry? You need to clear the clutter: simplify your message and focus on breaking apart from the competition; not running with it. Being an innovator means listening to your customer and leading the pack so you’ll be picked, and not passed over. And sometimes having the wisdom to understand that the classics your customers loved long ago are still loved today.
Want to hear more? Contact the heat@fruchtman.com
By Angie Ash on November 3, 2009 :: Filed under Take into Account,Think
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