Final Customer Purchasing from an Intermediary of the Product

Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust.

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Product will be available and delivered as promised

No.	SIC	Year	Note
1	5251	2000	If Home Depot didn't carry the paint a customer was looking for, the store would buy it at another store and deliver it to the customer's house the same day.
2	5399	2003	CEO of the 99cent chain stores makes sure that at least half his inventory is known brands, such as Yoplait, Neutrogena, Dole, Brawny, Hershey's, and Haagen-Dazs.
3	5399	2005	Wawa and QuikTime have concentrated their efforts to build customer loyalty through a sense of community. At both stores the people who work there seem to be glad to be there and they seem to like one another. The perceived sense of community among store associates appears to spill over into a sense of community with customers. Both companies have strong commitments to local charities and causes. At QuikTime the community feeling extends to the customer service appraisal system and the reward structure. There is emphasis on the team's performance in satisfying and delighting customers.
4	5661	2001	Shoe Carnival's massive retail shops dwarf competitors with 11,500 square feet compared to Payless' and Footlocker's relatively diminutive stores. The chain focuses on in-store promotions and department store brands. Sales perked up when Nike agreed to let the retailer offer Nike Air Jordans.
5	5699	2003	Pacific Sunwear gets its edge from the fact that it carries a lot of popular brands like Billabong, Quicksilver, Fox, and Dickies. "66% of our business is branded merchandise, where most of our competitors are 0% branded merchandise.
6	5945	2000	The new CEO is systematically stocking the top 1500 toys that make up two thirds of the chain's sales so that he can ensure that standbys such as Monopoly will be available in stores 90% of the time.
7	5961	1997	Viking's elevated customer retention rate (73%) relative to other catalog merchants is due to its high level of customer service, which includes a commitment to ship virtually all orders on the day they are received.
8	5999	2003	Walk into a Staples store, and amid the aisles you'll see Internet Kiosks that let you connect to Staples.com and order products that aren't in stock.
9	6036	2003	Washington Mutual is highly successful in its acquisitions. It doesn't overpay and it quickly integrates technology. It picks acquisition targets that will make them a market leader and opens branches in dense urban areas that have high customer-dissatisfaction.
10	6211	2004	In response to the government's success with Treasury Inflation Protected Securities, seven companies including Merrill Lynch and Morgan Stanley, have begun offering securities whose returns are also tied to the inflation rate. Around $2 billion of these notes have been issued during the past 12 months.
11	7379	2002	Nexpansion last week began working with two grocery chains in the Northeast to test a new service called Endless Aisles. The service lets consumer purchase hard-to-find products on a grocer's Web site or in special kiosks located in retail stores.

<< Return to Use Steps