Sunday, July 12, 2009
The Educated Consumer: A New Breed
In today's super connected, information overloaded world consumers often walk into the store knowing more than the sales person. They have done their homework because they don't want to be taken. Some brands have caught onto this. Riedel and Patagonia are two progressive companies who work hard to educate consumers about what they are buying. Riedel's comprehensive store displays help shoppers understand the mysterious world of wine and wine glasses. Patagonia's online site, The Footprint Chronicles, educates environmentally conscious consumers about where their apparel is coming from. Education and honesty seem to be winning strategies, so how can they be pushed further?
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That is an interesting pair of companies to highlight... maybe something worth looking at is similarities between the two? Both are high-end... in the des comm business strategy matrix I believe they would be considered high (expensive)/narrow.
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