"The news that Whole Foods will open a separate chain of stores designed to appeal to millennials stopped me mid-aisle. According to Whole Foods co-CEO Walter Robb, these future stores will feature “modern, streamlined design, innovative technology, and a curated selection” of lower-priced organic and natural foods."Parece uma estratégia, responde às perguntas:
- para quem trabalhar?
- o que oferecer?
No entanto, quando se faz o teste de Roger Martin... será que o contrário de “modern, streamlined design, innovative technology, and a curated selection” of lower-priced organic and natural foods." é uma opção estúpida?
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Parece que sim!
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Outra crítica, "designed to appeal to millennials". Porquê "millennials"? Têm alguma característica diferente dos outros segmentos etários?
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Pois...
"This is the problem with traditional segmentation approaches. By relying on demographics to define a consumer base, executives are implicitly, or explicitly, saying that all people of a certain demographic (in this case the same age cohort) are the same and that they are also distinctly different from everyone in other demographics. As most people will tell you from their own experience, this thinking is fundamentally flawed. This flawed approach applies not just to Whole Foods but to any business."Engraçado, posso fazer a seguinte previsão:
- quando alguém da Malásia, Tailândia ou Taiwan, visita este blogue, quase de certeza vem em busca do marcador "plant-within-the-plant" de Skinner;
- quando alguém da Noruega ou Finlândia, visita este blogue, quase de certeza que vem em busca do marcador "Stobachoff";
- quando alguém do Brasil visita este blogue pela primeira vez, o mais provável é que tenha aqui chegado por causa do marcador "persona"
"A better approach is to target and design for consumers based on what my colleagues and I call their “jobs-to-be-done” – the fundamental problems they are trying to solve or goals they are trying to achieve. By understanding consumers’ jobs, companies can identify what drives their behavior and their buying decisions - and then create offerings that resolve their most important and unsatisfied jobs."Outro ponto a merecer-me preocupação é aquele receio da canibalização...
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