It is 2020 and we live in a world of consumption. The multitude of offers on the market can be overwhelming. The era of monopoly in a particular industry is long gone. Everyone can buy whatever they want. That is more or less how it looks from the consumer’s point of view.
The question is, however, how do producers try to differentiate themselves from thousands of companies so that potential consumers want to buy their product? It turns out that the product itself is not the only purchasing determinant these days. Customers are becoming increasingly choosy and the purchasing decision is often dictated by emotions, senses and the desire to stand out.
Birthday gift case study
Let’s imagine a situation that a potential Smith wants to buy a candle for his wife’s birthday. He found a beautiful soy wax candle on the Internet. He compared the offer in two different shops. They differed in price, of course. After analysing the product, our protagonist decided to buy the more expensive one. The first question that arises is: Why?
Well, in the first shop there was no information about the packaging of the product. In the second shop, the entire packing and shipping process was described in detail. The customer was assured that the candle he ordered would be carefully wrapped in the highest quality silk printed paper. Moreover, it is protected by an ecological filler in the form of paper shavings with a biocidal coating. And the whole thing is packaged in a gift box finished with a beautiful sticker and tied with a printed ribbon.
Although he had to pay more for such an option, he will be sure that his wife will be very satisfied with such a gift, and he will not have to worry about additional details in the matter of packaging. In short, shop number two gave him options and a sense of uniqueness and care for the highest quality product on offer.
If we want to stand out in today’s sales market, we must, above all, be guided by the needs of the customer and meet their expectations, because even the best product inadequately served, unfortunately, will not become a sales hit.
