No, I Don’t Need Two Refrigerators

In some cases, a customer’s purchase of a particular product or service indicates possible future interest in that same product or service.

But this indicator only goes so far.

If you just purchased an expensive item such as a refrigerator or a car or a house, chances are you’re not in the market for a second refrigerator or car or house.

But some companies don’t understand that high priced items are not usually purchased in bulk. According to a parcelLabs emotional shipping experience study:

People have lost patience with brands who send incorrect or inaccurate marketing materials. In fact, brands that do this are driving their customers away.

Of the 49% that say they were incorrectly targeted to in the last six months, 42% said they immediately unsubscribed from the brand’s marketing content. Another 24% chose to block the brand on social media!

43% said that they received marketing for a product they’d already bought.

You have to be more intelligent in your customer focus. Once a customer has purchased an item, they may—or may not—need a second one. In a different context, I have referred to this as “somewhat you why,” or the need to understand the intent of what someone is doing.

If I’m standing outside my former employer’s office with some computer equipment, perhaps I’m returning equipment to my former employer.

If I’m purchasing a refrigerator, in most cases I’m not contemplating purchase of a second one immediately.

Although if I’m opening a chain of restaurants…