Superconsumers. Who are they and why are they so important to your business?
Superconsumers. Who are they and why are they so important to your business?
Book Description
Unlike ordinary shoppers, super consumers are very interested in your products, and perhaps even slightly obsessed with them. They know everything about sneakers and have dozens of pairs. They are sports fans with replica jerseys of their favorite team, and signed logos on the walls of their garages. Superconsumers are not random people who buy in bulk. These are emotional shoppers whose purchasing decisions are based on life values and aspirations. For example, the Gatorade super consumer doesn't buy the company's products simply because they like the taste. He chooses the brand because it reflects hard work, and Gatorade products will allow him to recover faster after a hard workout. The superconsumer "hires" Gatorade to work to improve his performance - a dedication that also relates to the larger life goal of training for a marathon. Superconsumers can be a heterogeneous group that is difficult to define. But the author of this book, along with colleagues at The Cambridge Group, has access to a huge amount of data about what people are watching and buying. After analyzing the Nielsen US Homescan database, which consists of data on 100,000 US households who agreed to have their purchases measured, and other sources of information, he learned what drives these people and what makes them supportive of companies.
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