Published on: October 25, 2018
This commentary is available as both text and video; enjoy both or either ... they are similar, but not exactly the same. To see past FaceTime commentaries, go to the MNB Channel on YouTube.
Hi, Kevin Coupe here and this is FaceTime with the Content Guy.
As you can imagine, I get a lot of press releases. Most of them are from people who want free publicity for this new product or that new service, and quite frankly, I don’t pay attention to the vast majority of them because I don’t want to waste your time. Let other websites and print publications do that. (And they do.)
I’m mostly interested in scenarios that tell us something about where the world is going, and what it means to businesses and consumers. That, to me, isn’t a waste of time … it’s just my job to point out the relevance and resonance.
But sometimes a press release comes along to which I feel the need to pay attention…
For example: There was a press release sent to me recently by the folks at Avya Skincare that purported to reflect a consumer survey about the categories for which shoppers are looking for a bargain, and those for which they are mostly concerned about quality. I don’t blame them for doing the survey - knowing one from the other can help a retailer make a determination about strategy and tactics.
For example, when it comes to quality being least important, here are the rankings:
Hair color salon service.
Where quality is most important:
Where bargains are least important:
Where bargains are most important:
Now, a lot of this I agree with.
But I have to admit that there are a few areas where I’d differ from the respondents … mostly when it comes to quality
If I’m going to get a tattoo - which I’m not - I think quality is critically important. Same with a bikini wax, which I have no intention of getting. And, for that matter, alcohol…which I do buy. Occasionally.
There also are some weird contradictions - like when it comes to a tattoo, how can quality be less important, but so is getting a bargain? Is the tattoo business someplace where you don’t get what you pay for?
Anyway, I thought this was an interesting survey … not entirely conclusive, but certainly though provoking for anyone trying to figure out what customers’ priorities are. Just keep in mind that there may be enormous differences depending on the state, city or even neighborhood where you live.
That’s what is on my mind this morning, and, as always, I want to hear what is on your mind.
- KC's View: