Deliver Unprecedented Growth by Finding your Super Consumers

Finding ways to grow sales has never been tougher. Despite obstacles like robust competition, a fragmented media environment and growing piles of data, a handful of companies are still finding growth opportunities within their existing customer bases. In fact, by identifying a category’s ‘Super Consumers’ – those consumers that spend a lot and engage a lot, companies are tailoring their marketing and sales efforts to boost incremental sales—even when category sales are flat.
According to Eddie Yoon, Principal at the Cambridge Group, finding and delighting your Super Consumers is a way of growing your business without any more complexity. “The opportunity is right there, and companies can tap into their Super Consumers using the data and information they already have and are working with,” says Yoon.
SUPER CONSUMERS ARE THE SWEET SPOT BETWEEN THOSE THAT SPEND A LOT AND THOSE THAT CARE A LOT.
Super Consumers sit at the intersection of heavy users and highly involved consumers, which means they’re both emotionally and economically involved in the category.
According to Nielsen research, this group of consumers in the US account for 10 percent of a category’s customers and anywhere from 30 to 70 percent of a brand’s sales. They represent a key opportunity for brands looking for growth when growth is elusive.   Nielsen Australia – Read more…