Consumers will purchase how and where I want them to
Although this seems hard to believe, there are still suppliers and intermediaries who believe this to be true.
They are myopic in their approach to customers and do not believe the power has shifted to the consumer, nor do they understand the role that this fact plays in their future distribution success.
To these suppliers, it is all about control – control of the upsell opportunities and ultimately control of the customer relationship.
Bottom line? The customer will not be controlled. Their loyalties are fleeting. They seek choice, convenience and they want to be in control of the relationship.
They are multi-channel. Let them find you wherever they are and however they want.
Serve them. Provide them value. Deliver your product and service with excellence.
There are only two things of importance. One is the customer and the other is the product. If you take care of customers, they come back. If you take care of your product, it doesn’t come back. It’s just that simple, and it’s just that difficult.”
Stanley Marcus, Nieman Marcus