超级顾客 / Super consumers

「释义」

所谓超级顾客，是指那些仅占购买人群10%的消费者，却为该产品的年收益贡献了30%-40%，甚至50%以上的份额。

 每位市场营销人员都对帕累托原理耳熟能详，也就是人们常说的80/20法则：1/5的产品购买者贡献了4/5的销售额。该法则也同样适用于超级顾客。

 超级顾客是从购买态度和购买数量两方面来定义：特指那些对某类产品和某个品牌高度参与、部分购买较多的顾客。他们对产品的创新用法以及产品变化非常感兴趣。价格并不是他们的关注重点。超级顾客可以想出更多使用某种产品的方法及场合。

「应用场景」

那些专注于超级顾客的商家收获的不仅仅是不断攀升的销量。因为超级顾客已成为产品的购买者，所以取得他们的联系进行新产品推广就变得可行。这将极大地提升广告效率和促销力度。

 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.

公司无需大费周折进行大规模市场推广，也不用派发大量优惠劵给那些较少购买（现在也可能不会买）该产品的客户，只需关注这些超级顾客的需求即可。对他们来说，采取直效营销和数字营销更为有效。这一点对大型CPG公司来说尤为重要，它们每年在广告上投入多达数十亿美元， 1%的效率提升意味着数千万美元的开支消减。

 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.

《聚焦超级顾客》

埃迪·允、史蒂夫·卡洛蒂、丹尼斯·穆尔

2014年3月刊

“Make Your Best Customers Even Better”

by Eddie Yoon , Steve Carlotti and Dennis Moore

编辑：马冰仑