Aim to enchant.
Products must appeal to basic human needs. People want certain things. Just what those things are will depend on whom you chose to sell to. The smart innovators work hard on anticipating market trends. Fashion cycles, sociology, political events and of course economic climate all play a part in influencing what people choose to spend their cash on. The mass market will always be looking for value and the lowest price. People like to be warm and comfortable, they desire soft furnishings and carpets, always have since they lived in caves. But the majority of people do not wish to pay a lot and why should they if they don’t understand the product benefits?
*hint – aim at people with money looking for luxury goods and a great experience.
To appeal to the discerning customer where price is less of a concern we must offer a remarkable package of design, integrity and service. We must aim to enchant our customer.
Pictured: Braunes by Flock – Natural Luxury. Every Flock carpet uses 100% New Zealand Laneve wool and can be traced to the farm where the sheep are still grazing.
Really work hard on anticipating your customers future needs. Brainstorm ideas, throw out the ideas that are already out there and focus on the really unique ones.
Get some market research into your ideal customer, or focus on a rising demographic and try to be 1st to the market. Remember, you must have integrity, point of difference and consistency.
Free Bonus Hint… 20% of western consumers state they are looking for sustainability and will pay a premium for truly remarkable and sustainable products. New Zealand Wool textiles and carpets tick all the boxes. Not only is wool sustainable, allergy friendly, insulating and soft. There are unlimited style options. It is an incredibly versatile fibre.
Wool is an enchanting fibre, with sheep appeal. Wools of New Zealand take this amazing fibre and present it to the market within desirable products and in stores that offer brilliance in customer service.
An example. If a customer purchases a Laneve branded product, they may not expect it but they will receive a certificate that shows them the very farm that their wool was grown on. Laneve offers full transparency of the value chain as proof of the eco credentials and integrity of the product. Sure this is a feel good exercise but it turns out people will pay for things that make them feel good!