4 'C'-crets to success
May 16th, 2016
READ THE ORIGINAL BLOG HERE
The 4 P’s you probably know, from the basics of Marketing 101: Product – Price - Place – Promotion
I responded, that the 4 P’s were so yesterday and that she should embrace the 4 C’s, because that is what is relevant today, especially to the 77MM strong Millennials and 76MM Gen X’ers.
What are the 4 C’s? Connections – Choice – Convenience - Conversation
Notice the plurality. That’s because consumers expect to connect anytime anywhere. Yes, we’re talking about that new and worn out term Omni-Channel. That doesn’t mean having only a Facebook platform. You must embrace all of the social “discovery” platforms including Pinterest, Instagram, Twitter and Blogs, both on your website and on Tumblr. Oh no, that word Blog again. Well wake up, according to HubSpot blogs have proven to drive 88% more leads per month than those websites that don’t; 61% of women have made a purchase decision based off a blog and 57% of businesses have acquired a customer based off a blog.
With The Internet of Things consumers are no longer limited to what they find in your store, or even in this country. Because of this, retailers must not limit their assortment to just what’s on their floor. They must place every item they have “open to buy” on their Virtual Shelf to ensure the consumer has a seamless search-to-shopping experience. If you don’t, you lose to those retailers that do.
Convenience is directly related to choice and this is how brick and mortar retailers win the furniture shopping wars. It’s a simple process to grasp.
Time starved or impatient consumers want the convenience of shopping on-line. Over 70% of consumers also want the convenience of buying their furniture locally and having the option of you delivering it, servicing it, or of picking it up at your store, according to SmallBizTrends.
If there’s one thing we all know, it’s that today’s consumer is all about SOCIAL and the purchase journey may start with “search”, but it quickly gravitates towards connections and conversations : Friends’ recommendations, Product Reviews, Blogs interactions and more.
To embrace this platform, you must consider a geo-marketing platform that “pushes” out your business and reviews to places like Your Website, Google My Business, Yelp, Yahoo Local Listings, Foursquare, Google Reviews, Merchant Circle, and many more to “engage” those consumers so they can find you, trust you and believe that your business addresses and satisfies their needs.
This is not a fad; it’s engrained in our everyday life. Just think about how you shop for clothes, cars, electronics…everything. You may look at the 4 P’s first, but I bet your final purchase decision is made from the 4 C’s.
Bill Napier is Managing Partner of Napier Marketing Group and a serial disruptor. His thought provoking blog will challenge conventional wisdom, look under the industry’s hood and seek to uncover the critical clues to improving its performance.
Bill has been the chief marketing officer of several small, medium and large companies throughout his career, most notably Ashley Furniture Industries Inc., from 2000-2005. His passion is to help retail brands & brick mortar retailers grow their business by creating, guiding and deploying successful marketing B2B/B2C solutions integrating traditional marketing with the web/social media.