Insights

Can’t Buy Me Love: one group of your customers can account for 30-70% of sales. Are you loving them back?
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Can’t Buy Me Love: one group of your customers can account for 30-70% of sales. Are you loving them back?

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A Super Consumer is the consumer who is both a heavy user of your product and highly engaged with your brand. Their loyalty to you is so strong that they would happily tell the world how much they love you. It isn’t easy to pinpoint these consumers, so there is a chance you aren’t showing them the love they deserve. With the right knowledge you can increase brand awareness and sales significantly, simply by showing your super consumers some love.

According to Eddie Yoon, Principal at the Cambridge Group, finding and delighting your Super Consumers is a way of growing your business without any more complexity. “The opportunity is right there, and companies can tap into their Super Consumers using the data and information they already have and are working with,” says Yoon.

By flipping the lens to look at Super Consumers, rather than the more ‘traditionally used’ category users, lapsed users or switchers, companies open up a whole slew of possibilities and insights that hadn’t previously been recognised to drive growth.

So, who are your super consumers?