The mature approach

Having travelled a lot during the last four weeks and being able to talk to different makers and shakers in our industry, I have noticed a couple common themes in these conversations. I see both as considerable opportunities for the independent sector.
First, the Western societies are getting older. This is a perspective we all share, unless, of course, we take the option of dying young, which is not a popular choice. However, the older people of today are not necessary in the sad and destitute category. Many of the over 50s are the 1960s baby boomers who like and can afford the finer things in life, some are very ‘brand-dependent’ and appreciative of ‘eco-chic’. They like to be looked after well and are happy to pay for it.
This leads to the second point which is the growing importance of service in our industry. As many sectors of the electrical industry enter into a mature stage, the brand leaders realise that service is one of the best differentiators in the strategic marketing toolkit. The customers want to feel that the manufacturer cares about them after they have spent the money, as Paula Hodkinson of GDHA stressed, describing the winning approach of her company in the Inside Track interview p14. If all manufacturers adopted this approach your life would be much easier. The potential breakdown of the product would be an opportunity to strengthen your relationship with the customers, who, if well treated, would be even more loyal to you and to the brand. I wonder how long it will take for all the industry leaders to reach such a conclusion.
Anna Ryland, Editor
aryland@datateam.co.uk