Superconsumers : a simple, speedy, and sustainable path to superior growth /
Eddie Yoon.
- Boston, Massachusetts : Harvard Business Review Press, (c)2016.
- 1 online resource (vi, 225 pages) : illustrations
Includes bibliographies and index.
Part I. An introduction to superconsumers : Making your best customers better -- Part II. How they did it : Simple, speedy strategies to win: Great Snacks -- Breaking the rules to win: Easy Grocery -- Using superconsumers to create new categories: American Girl -- Part III. How you can do it : Building relationships -- Influencing other customers -- Finding opportunities and aligning your organization -- Building a culture.
Fanboys. Pork dorks. Tech nerds. These consumers have a lot in common: they care a lot about a specific brand, product, or market; they pursue their passions with fervor; and they spend a lot of money in the process. They're superconsumers. Superconsumers are everywhere, and they span categories, countries, and age groups. There are superconsumers of sneakers, bacon, cars, wine, and sports memorabilia. There are even superconsumers of white bread and white socks. Although these fanatics are relatively small in number--they make up only about 10% of consumers--they can drive between 30% and 70% of sales. Simply put, they are the key to fast, simple, and sustainable growth. Eddie Yoon, a strategy consultant with over 15 years of experience, takes us into the minds of superconsumers of all kinds of brands. He reveals what makes these fanatics tick and why they spend so much more than other consumers. And, most important, he teaches readers how to use readily available data to identify their own superconsumers and then use this newfound knowledge to transform ordinary consumers into more profitable superconsumers. Rich with data, research, and case studies, Superconsumers takes an in-depth look at a lovable, unique, and utterly fascinating group of people. It's a practical guide for readers interested in tapping into new revenue streams, boosting sales, and transforming their companies.--Publisher information.