I was at my local Tesco’s lunch queue, patiently waiting with 30+ people ahead of me in a long snaking queue that goes right across the store. Then a little old lady walks up and down the queue, holding aloft one of those new Tesco tablets, going on about how they’re cheap as chips at £60 and great toys.
A few huge problems with what’s happening:
- You already have 30+ customers waiting patiently to be served. Instead of trying to sell them something they’re NOT going to buy casually in their lunch hour, why not put your resources into serving your existing customers, before they get fed up of the queue and go somewhere else?
- You can talk about the new Tesco tablet all you like – it’s NOT something people are going to casually buy while waiting to buy their sandwiches in their lunch hour.
- The little old lady, bless her, has zero idea what a tablet is. She is obviously just repeating the selling points by rote
The list of failed big companies is littered with examples of where they went chasing after a new product, while in the process totally forgetting about or taking for granted their existing customer base (Blackberry etc.) Looks like Tesco are going the same way.
* Well, ok, not EVERYTHING wrong. There’s the fact that rampant consumerism is burning up what’s left of our planet’s resources while we’re simultaneously still in one of the worst economic recessions ever, while the 1% are still well-off… but hey ho.