I must have read this phrase a million times. As discussed in class and in the textbook, marketers are trying to create and extract superior consumer value. Different people have different perceptions of value which is why companies must find their target market and differentiate themselves from their competition.
This got me thinking about some of the companies that I’ve made purchases from and their policies and mission statements. What made me purchase something from them and what was my experience like?
1) Zappos (back when they still shipped to Canada)
Zappos.com is an online footwear and clothing retailer. They offer endless options for footwear ranging from dress shoes to runners to casual footwear. The best part? Free shipping.
Many big companies offer free shipping but Zappos differentiates itself not only by providing a variety for consumers and free shipping, but the shipping is fast! Most companies give you the option for free shipping and you can expect your parcel at your doorstep in 2 or 3 weeks. Zappos does it in 4-5 business days. Need to make a return? Shipping is on the house and you have 365 days to make the return. That is service. That is customer value.
Mission: to provide the best customer service possible.
2) L.L. Bean
You may have seen their leather/rubber duck boots around campus (or similar ripoffs, they were the originators 100 years ago!)
L.L. Bean has free shipping with no minimum order or end date! They’ve got a lifetime warranty and are guaranteed to last; “Our products are guaranteed to give 100% satisfaction in every way. Return anything purchased from us at any time if it proves otherwise. We do not want you to have anything from L.L.Bean that is not completely satisfactory. ”
MarketingDaily on Mediapost.com wrote a small article on L.L. Bean’s marketing
Since its founding in 1912, the retailer has always guaranteed customer satisfaction 100%, no questions asked — which means it only offers products that pass its rigorous standards. “This campaign focuses on all the ways that L.L. Bean stands for quality and customer satisfaction,” he says. “So the idea of this campaign, which is extending the free-shipping offer we began in the spring, is the promise that we do what’s right even when it is not easy. Doing things right has always defined what we do, and now it even defines the way we ship.
These two companies are based off top quality customer service and have successfully differentiated themselves in their respective markets and have created and delivered superior customer value.