The Heavy Buyers of to Day Are Fleeting, Right? | 2min snip from The Sleeping Barber

Speaker 2
And
Speaker 3
even even like inor when we go back to our retail days, ye we
Speaker 2
were targeting the high end achievers, the
Speaker 3
high end achievers
Speaker 2
ther ain't ther. They represented, and they had the numbers, which was interesting, cause they represented, i con't get the numbers, r rongn, it doesn't really matter. But for this point of the story, they represented the fewest a number of customers, but the highest volume volume, ye,
Speaker 3
which
Speaker 2
is the heavy buyer, which
Speaker 3
is wrong. But
Speaker 2
wen and ye, when you think, well, i mean it well, wer, one ofthe things was interesting, after she logged off em, she mentioned em, the heavy buyers of to day are fleeting, right? So, because it's dependent on the period of time we're talking about too. So the light buyers, actuly, that you have, and i forget the category label we put on them, but the light sport sporting good buyers of to day could be, and most likely are, your heavy by s of to morrow. And your heavy buyers o might not even be a customer in a year from now, right? Ecause
Speaker 3
you were, forciin the aspirational side, that those people that were coming into the category were aspiring to be what that heavy byr potentialwort personified. And we did really attach. If you think it wodmit recall all the creative that we woud do was really aspirational. Ye, so it was like, if you want to get there, here's how you do it. Ri and you canna come through, you go through the process. So it's, its fascinating to think even that model on its head and say, well, i'm not soing it didn't work case. We did r nly well during the time, right? What coul we have done even better?
Speaker 2
Ye, well. And there's also like, the heavy buyers are not heavy buyers of just you. They're heavy buyers of the whole category. Ye, right. Like epin. So they're buying as much from you as they are probably from te largest share competitor and en so on and so forth down the line. However many stores there are available, or how manyo available the product is elsewhere and other stores, they're probably buying close to the same percentages with you as with the others, exeters as they are with you. Ye
Speaker 3
oh.

SBP 012: The Laws of Marketing with, Dr. Nicole Hartnett

The Sleeping Barber - A Business and Marketing Podcast

Remember Everything You Learn from Podcasts