Success = Making It Easier For Customers To Buy

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While most marketers try to motivate potential customers to want what they have to sell, really successful marketers help customers do a better job of buying what they already want.

In a recently published article posted on BNET.com, William Taylor describes how Netflix has dramatically improved the way their customers identify and evaluate movies they might want to view.

Most of us think the breakthrough that has driven Netflix’s explosive growth is their pioneering of first a mail and now an online distribution solution - but their greatest achievement of all may be something even more appealing.

Realizing that the main issue customers struggle with when picking a movie isn’t so much about how it’s delivered but about how to make a good choice from thousands of options, Netflix has developed a truly better way to reduce the risk of a bad selection.

Netflix has created a smooth process that helps customers find new movies they are likely to enjoy through an automated suggestion system. Based on shared characteristics with movies the customer has previously liked as well as recommendations by other members with similar tastes, the system presents options that maximize the customer’s likelihood of satisfaction.

And by making the customer experience better and more consistently positive, Netflix is soaring while competitor Blockbuster is hoping to come out of bankruptcy sometime in the near future. Netflix has 16 million fee-paying members, annual revenues of over $2 billion and a usage rate where customers rent 98% of all the titles every quarter.

So what’s the point? It’s just one more example of the power of a total brand solution. Not simply a better sales job, but a solid brand value delivered on a consistent basis.

Read more details about this brand’s strategy and thinking.

And when you’re ready to talk to someone about building or sustaining your own brand solution, contact us by e-mail or phone 903-534-5220.