The Consumer-Brand Relationship | KnowledgeCity

This video is from the Types of Product Knowledge online training course. Click here to view full course: www.knowledgec.... Understanding the customer and their journey gives you context for your product knowledge. This is why many retailers use market research to position themselves so that their target customer will see and buy their products. For example, if you have a travel mug that's best suited for people who enjoy outdoor activities, would you sell it at the gift shop of a theater? While this is possible goal, you're likely to close more sales if you know exactly where your audience goes, like a sporting goods store, and sell there. The customer journey involves progression through a customer's experience with a brand or a product. It involves exploring how most people learn about a brand, how they browse, and what inspires them to make purchases. It may help to ask what does the customer experience? What would stand out to them? For example, at the mall, customers experience other stores. What will make them enter this one particular shop? Or perhaps the customer is shopping online. On the Internet, customers can scroll through page after page of products. What will make this one product more attractive? It's important to know about the customer too. Let's say you sell your travel mug at an outdoor shop where people are already looking for similar items. What might sales associates say to customers to help them see that this item is the best option? Perhaps the customer indicates they are looking for something that's not only durable, but also looks nice. You could take this opportunity to show the customer the many styles that the mug comes in and maybe even ask them if they'd like to place an order for a custom mug. Knowing about the customer's priorities helps to present different products to them. Once a company makes a connection with its customers, it can begin a consumer brand relationship. You can build loyalty by knowing which aspects of the product appeal to your customers. Consider emphasizing which features of your product align with the brand the most. You can expand your product knowledge through feedback from repeat buyers, and you can learn about the merchandise from their point of view. It's helpful to be knowledgeable about your competitors products and how your merchandise compares. Knowing the products in your industry allows you to make comparisons and showcase why your merchandise is the most valuable. This includes the history of your products and new trends of the market. Some factors to evaluate are price features, specifications, return policies, and warranties. These details help you identify areas where your products have a competitive edge.
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