経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

顧客の選択肢を絞り込む2つのメリット。

投稿日:

こんにちは。NISHIです。

2日前ほどですかね?
このメルマガで
「ちょっとした販促のコツ」を
ご紹介しました。
覚えていらっしゃいますかね?

店舗コンサルでの
ちょっとした販促のコツですが、

・「ランキング表示」や
・「迷ったらコレ表示」は

単純だけど結構効くんですね。
困った時の鉄板ワザといっても
過言ではないかもしれません。
何せ単純ですから、その分強力。

で、そういった

「売り手側から
 顧客の選択肢を制限し、
 選択のストレスを
 軽減させてあげる」

ことって
マーケティング上大事なことですが、
それを別角度から紹介しているのが
【この記事】です。

http://grass-ex.jp/Lo30/13291


以前ご紹介した、
ランキングや迷ったらコレ表示の
補足として参考になる箇所がココ。
少しだけ引用してみます。

==
同社の特徴は、
1ブランドで1商品しか作らないことだ。

「ブランドイメージを
ぶらさないようにするため」

「1つの商品に注力することで、
商品の質もサービスの質も
高めるため」

とBAKEは言うが、
お客の側からしても「1商品だけ」
というのはありがたい。
==

ここです。

1ブランドで、
1商品しか作らない。
これは絞り込む勇気です。

この1つに絞り込む勇気が
もたらす恩恵はかなり大きい。

ひとつは、
選択の疲労を取り除いてあげる事。
——————————————

最初から商品が絞り込まれていれば
選択にエネルギーを使う必要も
ありませんからね。

ただ、この記事って
記事内容にコントラストをつけ、
「1品絞り込み=正解」のような
論調を際立たせることが前提で、
「メニュー50品目は多かった」
という振り返りになっている
ような気がしますから、

「後付けの振り返り」に近く、
「純粋な顧客の意見ではない」
可能性も十分にあります。

ただ、その点は加味した上でも、
私たちの日常に照らし合わせると
【このこと】は確実に言えるの
ではないでしょうか?

それは、

私たちは、選ぶことで疲れている
——————————————-

ということ。

たとえば、ランチのような
小さな選択でもそうですよね?
どのお店に入るのかも、
どのメニューを選ぶのかも、
手早く決められない方って
周りに結構いませんかね?

迷えば迷うほど、
本当は使わなくてもいいエネルギーを
そこに使うことになる。
その蓄積は相当大きなもので、
私たちは大なり小なり、選択によって
慢性的に疲れているのです。


また、
かの有名なドラッカーの教えにも
このようなものがあります。

==
何によって
顧客に覚えられたいか?
==

この質問に答えられるかどうかが、
長く発展していく上で非常に重要に
なってくるのですが、

1ブランド1商品に絞り込み、
その1商品によって顧客に認識され、
深く記憶に刻み込まれる。

商品を絞り込むことで、

「何によって
 顧客に覚えられたいか?」

という、マーケティング上、
企業戦略上での
重要な質問への回答に
直結してくるのです。

では。

NISHI

-日記

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