The best way to attract new customers is to innovate in the direction of your existing customers.
Witness Coca-Cola Freestyle – the 100-flavour, self-service beverage dispenser, launched earlier this year. And that’s what it does: gives the customer access to whole stack of Coca-Cola goodness from waters and juices to teas and the traditional carbonated fizzy stuff.
For Coca-Cola, the benefit comes from the reporting technology inside the machine itself. If a certain flavour sells well, it gets increased stock. Conversely, if a flavour fails to sell, it gets pulled. So the customers get more of they want and less of what they don’t.
The trials will begin soon in Atlanta and California with the roll-out across the USA scheduled for early next year. Sadly, there’s no word of a global roll-out as yet.
Innovate in the direction of your existing customers. Common sense, right? You’d be amazed at how many brands fail to see this one. Some brands choose to waste money on new positioning, new logos and new campaigns.. all the things that mean more to them than their customers. And then they wind up with something like this:
So, for those of you who missed it the first time: the best way to attract customers is to innovate in the direction of your existing customers. Thank you for thinking of us.
PS: In case you missed how Pepsi got to that last logo (and you’re in need of a good laugh) click here.