When customer behaviour defies what is logical to marketers the instinct might be to bend customers to your will.
But smart brands and small businesses use their understanding of their target customers *who’s behaviour it is that might defy logic to their advantage.
Take the example of TK MAXX (TJ MAXX in America) their merchandising strategy seems to defy the logical way of organising a shop.
They don’t have racks of matching styles in all different sizes opting instead of clothes grouped by size with all different styles together.
They also carry a limited stock of each item changing regularly as suppliers offload their seconds or overstock.
For some customers this kind of shopping experience gives them a sense of dread as they experience a sense of chaos when they crave order.
For others (the target segment for this retailer) they embrace the seeming chaos as they enjoy the thrill of the chase in search of the perfect bargain.
They might not find something they like every time but the thrill of the chase looking for the perfect bargain gives a similar sense of adrenaline rush of a gambling addict searching for their next big win. (We’ve not found a study yet looking at this but it would be interesting to see if similar parts of brain activity light up when comparing the two actions in the target customer & gambling addict).
From this rush that shoppers get you end up with more than just repeat buyers but dedicated fans chasing their next high and the opportunity to tell their friends about their most recent victory (bargain purchase).
So, whilst conventional wisdom might say stock lots of the same items, organise them well and let customers know that you can get what you want when you turn up to a shop, knowing your customers means you can defy the logical methods detailed above.
Why not look at your target customers and aim to defy some logic in order to engage dedicated fans.
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