Reach a New Demographic through Customization

Author: 8th and Walton


You have a stellar product or service. Every time you pull that sales report, it’s exciting to be knocking it out of the park in key demographics. But what about the areas where sales struggle? Growing your brand means growing sales across multiple demographics. The first step in taking your business to the next level is customization.

For suppliers struggling to reach a new target customer, Kerry Bailey (Senior Director of Retail for Menasha) says, “You have to ask yourself, ‘What demographic are we trying to reach? How is our audience evolving? How do our displays engage the shopper? How does this affect sales?’”

Determine the Scope of the Project

The scope of the project and how your work begins depends on what level of customization is needed for your product or service to appeal to this new customer. Modifications can be as simple as developing a broader selection of ice cream flavors or shirt patterns. Producing an entirely new product to meet the needs of a new demographic can be a much larger task.

“In any case,” Bailey explains, “design resources, project management, engineering, labor  — they should all drive to lower the cost of customization.”

Be Flexible with Your Brand

Enlisting the help of a third party to launch new innovations in your brand can be an efficient use of resources. One key factor to consider when partnering with a third party is flexibility. Can they move quickly? Can they offer the level of customization you’re looking for?

“All customization is an opportunity to grow your brand and increase sales,” says Kerry Bailey. “A third party like Menasha can provide the flexibility to bring your ideas to life.”

This is especially important when appealing to the omni-channel shopper. Bailey asserts, “Customization in the omni-channel environment should be top of mind for all suppliers, as it increases brand penetration to the household level.”



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