Who aren’t your customers?
We focus so much on who our frequent customers are instead of who they aren’t and if the latter are worth chasing. Who are the people that consider your products but don’t go through the door?
The emma survey asks respondents which QSRs they’re most likely to consider and these people can be filtered by those who didn’t buy from the brands they initially favoured. We can then compare this group with those who did make a purchase to see if we can be a more attractive proposition.
Let’s consider a brand that makes burgers with chicken in them with an extensive store network and examine the differences in attitude:
The attitudes are mostly similar but there are some disparities. Those who didn’t purchase are partial to higher quality ingredients, getting nutrition right and they prefer a bit more of a routine than those who did go through the door suggesting if this brand does get it right with this group they’ll keep coming back.
For the brand in question we’re talking about 1.6m Australians aged 14+, just getting a tenth of this group in the store on a more regular basis would yield significant revenue results if the mechanism used to get them in doesn’t work against your other customers.
To find out about the emma survey and how to identify your potential customers and best target them, get in touch with Ipsos: [email protected]
