Why is saying you are a quality product so wrong when it’s so important?
February 4, 2013
Why is saying you are a quality product so wrong when it’s so important?
I had a famous creative director in London who said that ‘if you say you are a quality product, you are not’. When my brother wanted to use it in his strapline for his framing business I said ‘Nooooo’. The truth is when you see a business with quality in its name; you automatically think it won’t be.
But why?
We know that quality is an important attribute when buying in a range of categories. We just finished our Women, Rituals and the impact on Brands Study (out next month) and found that a quality product was a key reward when buying grocery products. In 2011 we conducted a study for a large Australian retailer that summarised quality was constantly in the top 2 reasons for buying that brand. When you ask people who buy stuff what is important, quality seems to come up high in a lot of categories. What is interesting is when you delve deeper into what quality means.
To a fashionista buying a dress it might be style and materials, to a mother buying her kids school uniforms it might be durability and for a dad buying new razors it might be a good price.
So to summarise quality as ‘quality’ really doesn’t tell the buyer what it is they are buying.
Why is quality important then? It helps determine business success:
- Customers will make repeat purchases, recommend the product or service to others and may even become an advocate of your brand
- Your brand will be known for delivering a great customer experience
- Others might want to stock your product
- Your business will be known for delivering value for money and you may be able to gradually increase your prices
- There will be fewer returns and replacements that increase your cost base
- It will help to attract good people and build internal advocates
So quality is important yet hard to define. What should a business do to capture quality as part of their brand and experience?
- Find out from your customers how they define quality in your category and understand how important it is
- Build it into your brand attributes and customer experience
- Measure it to make sure you are delivering it
- Evolve it so that it continues to meet the needs of your key tribes