Triton conference special: ´Victor Meldrews´ are dominating our business, says consultant
Companies are obsessed with the ´Victor Meldrews´, who complain about everything but have little loyalty to your business, according to one retail expert.
Consultant Mike Greene said companies should listen more to the silent majority rather than the vociferous minority. He said people who constantly moaned about the price of holidays were not necessarily the people to target.
“The trouble with building your business around price is that these people are not loyal to you and as soon as they find something cheaper, they will go elsewhere.
“In our survey, 56% of people said price wasn´t the most important factor. You have to find out what the majority of your customers want and give it to them.”
Greene ´mystery shopped´ several agencies and was heavily critical of window displays showing a mass of cards with discounts.
“The shops are a mess, people don´t read the window messages.”
He said the population was changing, with more people living on their own, and yet not enough was being done for single travellers.
Greene urged retailers to try different approaches, such as becoming involved with schools and clubs and entering joint ventures with other retailers that had a high footfall.
“You must look for change and adapt,” he said.
by Jeremy Skidmore (www.jeremyskidmore.com)
Jeremy Skidmore
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