「釋義」

所謂超級(jí)顧客，是指那些僅占購買人群10%的消費(fèi)者，卻為該產(chǎn)品的年收益貢獻(xiàn)了30%-40%，甚至50%以上的份額。

?每位市場(chǎng)營銷人員都對(duì)帕累托原理耳熟能詳，也就是人們常說的80/20法則：1/5的產(chǎn)品購買者貢獻(xiàn)了4/5的銷售額。該法則也同樣適用于超級(jí)顧客。

?超級(jí)顧客是從購買態(tài)度和購買數(shù)量?jī)煞矫鎭矶x：特指那些對(duì)某類產(chǎn)品和某個(gè)品牌高度參與、部分購買較多的顧客。他們對(duì)產(chǎn)品的創(chuàng)新用法以及產(chǎn)品變化非常感興趣。價(jià)格并不是他們的關(guān)注重點(diǎn)。超級(jí)顧客可以想出更多使用某種產(chǎn)品的方法及場(chǎng)合。

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「應(yīng)用場(chǎng)景」

那些專注于超級(jí)顧客的商家收獲的不僅僅是不斷攀升的銷量。因?yàn)槌?jí)顧客已成為產(chǎn)品的購買者，所以取得他們的聯(lián)系進(jìn)行新產(chǎn)品推廣就變得可行。這將極大地提升廣告效率和促銷力度。

?Companies that focus on superconsumers can realize benefits far beyond an opportunity to drive sales growth. Because superconsumers are already buying your products, it’s easy to reach them. This means that you can dramatically increase the efficiency of your advertising and promotions.

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公司無需大費(fèi)周折進(jìn)行大規(guī)模市場(chǎng)推廣，也不用派發(fā)大量?jī)?yōu)惠劵給那些較少購買（現(xiàn)在也可能不會(huì)買）該產(chǎn)品的客戶，只需關(guān)注這些超級(jí)顧客的需求即可。對(duì)他們來說，采取直效營銷和數(shù)字營銷更為有效。這一點(diǎn)對(duì)大型CPG公司來說尤為重要，它們每年在廣告上投入多達(dá)數(shù)十億美元， 1%的效率提升意味著數(shù)千萬美元的開支消減。

?Instead of trying to activate lapsed users through expensive mass-market campaigns or paying large sums to deliver coupons to customers who haven’t bought your product in months (and probably won’t buy it now), you can focus your efforts on a narrow slice of your customer base. Direct and digital marketing are often much more effective with superconsumers than with others. That effectiveness can be especially valuable to large CPG companies, some of which spend billions of dollars a year on advertising—and for which a 1% increase in the efficiency of ad spending can therefore be worth tens of millions of dollars.

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《聚焦超級(jí)顧客》

埃迪·允、史蒂夫·卡洛蒂、丹尼斯·穆爾

2014年3月刊

“Make Your Best Customers Even Better”

by Eddie Yoon , Steve Carlotti and Dennis Moore

編輯：馬冰侖?