Last week I
browsed the Dyson vacuum cleaner on David Jones's website and then went to
David Jones to buy the Dyson vacuum cleaner. During this shopping process, I
learned about David Jones' key marketing strategy for Dyson products.
How does the company create awareness of its product?
Dyson's
products are well known. Dyson's products have also been the main
recommendation for David Jones's household products category. First of all, on
its website, Dyson is often displayed as a representative product of the
household goods category. Second, inside the mall, Dyson's sales billboards are
everywhere.
How does the company get consumers to try its product?
In the
mall, Dyson has its own dedicated display counter. There, customers can try
Dyson's products at will, including vacuum cleaners, hair dryers and more. There
will also be a dedicated staff to introduce and guide customers. Due to the
excellent performance of Dyson products, customers have a high probability of
purchasing after they have tried their products.
How does the company give information about the product to its customer?
First of
all, as far as my personal shopping experience is concerned, I can learn most
of the main information about the product on David Jones' website. While in the
store, although there is not much information displayed on the brand next to
the product, there is usually a salesperson next to Dyson's counter to help the
client understand more information.
How does the company retain loyal customers?
After
purchasing the Dyson product, David Jones will send the warranty information
for the product to the customer's email address. At this point, the salesperson
will ask the customer if they can send promotional emails to them regularly.
These emails effectively attract consumers to purchase Dyson's products again.
How does the company entice the customer to buy more and use their product frequently?
First, the
unique performance of Dyson's products is the main reason for attracting users.
After using one of Dyson's products, users are likely to be interested in other
products. On this basis, David Jones often launches a marketing mix of Dyson
products. When you purchase a variety of items, you can get more offers.
What promotions does the company use to identify more customers?
Dyson's
products are more expensive, which is one of the main reasons why many users do
not choose to buy their products. David Jones often gives Dyson products some
small discounts to stimulate consumers' shopping desires.
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