The Finishing touch is how one of our customers recently described the rugs they manufacture. They describe what they do as part of the experience a customer has not just of their beautiful New Zealand Wool rugs, but also of the total experience of the interior.
This focus on the customer experience is exactly in-tune with how we need to position our lovely New Zealand wool.
We don’t breed sheep, or shear wool, or spin yarn, tuft carpet or weave fabric.
If we want to be successful we have to think not as part of a process but as part of what it means to the end user to own our wool.
Our job is to deliver the ultimate experience with wool. The feeling of walking bare foot on your soft new wool and knowing you have made a wise and ethical investment.
We in the wool business know how amazing it feels to walk on wool. The challenge is to make people aspire to have that experience for themselves. We could put wool carpet down at airport security so people have to feel the luxury but it is not the time that people are focused on home decorating.
We have to communicate the experience of wool in an era when advertising is already dead, and to consumers dotted all over the world. Thank goodness for Blogs and social media.
Increasingly we rely on wool ambassadors, people who love wool and can spread the good word. Interior Designers and smart retailers have the customer’s attention at the right time, and they really know how to apply the finishing touch.
If you are wondering about the customer, its Nourison, You can experience them here.