Category Archives: Assistance

Nurturing the niche

So there I was watching the consumer show on RTE last night when I came across a sight that made me push the pause button with wonder. The sight I refer to was the picture below. I suppose it can  be described as a Tesco staff member walking after an elderly customer with a giant lollipop sign, signalling that she was there for assistance.

I was puzzled, so much so that I had to rewind, pause and analyse. So pause is what I did and I thought. I thought could it be that Tesco know their customer base so well that they feel it worth having this extra assistance available (Every little helps?). It was the only conclusion I could come to, as I have never seen such a thing happening before. If this is the case, then this is utterly brilliant. The so called ‘grey market’ is where profitable niches exist and Tesco are certainly nurturing this niche.

A lot is talked about database marketing and segmentation in relation to gaining insight into your customers behaviour. However I believe this example is probably a case of observation and simple common sense prevailing in a certain store, the basics if you like. Some companies forget these basics which include serving your customer, it really should be back to basics for some companies.

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