De ce NU merg la Lidl; lectii pentru afaceri
Ca toata lumea trebuie sa fac si eu cumparaturi. Sigur, exista si case de comenzi, dar cand stai luni de zile doar in casa, iesind doar la controlul la doctor o data pe luna sau la bazin cand apuci, orice iesire ajuta.
Recunosc, Lidl nu este super- sau hypermarketul de unde ma aprovizionez. Eram intr-o zi pe drumuri, incercand sa rezolvam diverse repede si apoi sa iesim la aer liber cu familia. Am auzit la radio o reclama cum ca la Lidl aveau struguri galbeni. Intr-adevar era si un pret bun, insa cum ne facusem deja cumparaturile din alta parte si stiam ca la intoarcere o sa trecem pe langa un Lidl am zis sa ii dam o sansa.
Sa ne intelegem: desi nu am stat toata ziua in masina, am auzit spotul Lidl cu promovarea strugurilor galbeni de minim 10 ori in aceeasi zi!
Asadar scopul era foarte clar: atragerea de cumparatori.
Va puteti imagina ca am ajuns la Lidl (oferta NU era valabila doar in ziua aceea! si nu era 10 seara – era 4 sau 5 dupa-amiaza) insa ce sa vezi: struguri galbeni… ia de unde nu-s! Am zis sa ne mai uitam, ca poate totusi gasim ceva. O sumedenie de rafturi unde trebuiau sa fie produse erau goale. Da, mai erau si produse, dar tot ce voiam nu era. Nu voiam e drept multe produse – numai ca fix ce ne doream nu aveau – sau mai ramasesera doar unele produse fie desfacute, fie deloc OK (gen niste rosii).
O singura data fusesem in Plus inainte. Si atunci dezamagire mare, cautam o masina de spalat la o promotie, lipsea cu desavarsire, paine veche – expirata cu o zi in urma si gasita la raft!!!, asa ca nu am mai calcat pe la Plus. Apoi a venit Lidl si au luat Plus. Sigur, Lidl concureaza cu Mega Image si nu cu marile hypermarketuri – insa chiar si asa te-ai astepta ca produsele pe care le au in oferta – si mai ales cele la care fac reclama – sa fie pe stoc.
Dar iata, nu-i asa. Din punctul meu de vedere, aceasta este o greseala de marketing, o problema de imagine si chiar de PR. Eu sigur nu mai calc pe la Lidl.
Sigur, reclamele isi fac treaba – doar s-au dus atatia oameni de strugurii nu mai erau pe stoc. Dar si in ceea ce priveste spoturile v-am spus ca mi se pare ca exista o mare contradictie intre reclamele TV si cele radio (trebuie sa mentionez in acest sens ca de la scrierea postului dedicat reclamelor Lidl, spotul nou TV suna si el OK, in timp ce reclamele de la radio sunt mai temperate ca ton, e drept).
Din toata povestea de mai sus ar putea aparea niste lectii pentru afaceri, business tips:
- atentie la concordanta intre perceptia indusa prin spoturile TV si prin cele radio
- atentie la calitatea experientei pe care o au clientii/consumatorii cu serviciile/produsele voastre (stiti ca in strainatate, in anumite locuri, daca nu au un produs poti comanda si iti va fi livrat acasa?)
- atentie la cum folositi trucurile de atragere a clientilor si la cum ii pastrati odata ajunsi in magazin – daca tot vin prima oara, vreau sa iau un produs si acela lipseste cu desavarsire, si orice altceva mi-as fi dorit si era cu pret la raft dar nu si disponibil, credeti ca mai revin?
Am vazut pe Twitter si Facebook mai multe persoane zicand ca nu merg – nici la Lidl, nici prin alte locuri. Asa ca va intreb: pe voi ce v-a dezamagit la Lidl sau alte super- ori hypermarketuri?
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