May 05

Add Convenience (and you will sell more)

Posted by Wallentin in Uncategorized

One of many things I learned from Peter Brabeck (ex CEO and Chairman at Nestlé) was to put as much effort into keeping your existing customers and having them hopefully consume more of your products as looking out for new consumers.

There are many ways of achieving increased consumption, as, for instance, constant improvements of a product (taste profile or crunchiness) in order to keep it top of mind or make big investments in advertising.

Another way is to build in more convenience into your pack and, as a possibility, concentrate on easy openings. I have two examples to show you:

Bonne Maman Petits beurre

If the pack is more convenient, i.e. easy to open and reclose (without looking as overpacking) and if the product size is smaller, making us feel less ‘guilty’, you will nibble more often… and consume more! At least that’s what happens to me!

APERICUBE

If management really wants to have a pack that is easy to open, it can be done. I believe that among the millions of cubes that are produced daily, there is not one that opens badly. I have used this product during many years as an example in my teaching and can confirm: easy opening can’t be done better! So eat more cubes! That’s what I intend to do!

X  X  X

I hope these two cases have convinced the reader that to concentrate on improving convenience is worth the investment!

LW/April 2017

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