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WHY Do Customers Think of You?

What do customers think of you?

While they probably don’t just sit around and actually think much about the companies they do business with, consumers generally form specific opinions about stores over time and exposure to marketing messages, personal experience, and what they hear from others.

Whatever value equation a company brand has established with a consumer, unless it is a discount brand, it is lowered by constantly promoting deals and discounts on what customers already want to buy. These discounts do more than cost money. They also make it easy for the customer to categorize in their mind what type of retailer each store is to them. And once they’ve chosen the category, it is very difficult to change their perceptions. Continue reading

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