In today’s lesson I’d like to focus on Tchibo.
For those who are not familiar with Tchibo, it’s a German retailer with online shop. Tchibo is brilliant in selling mediocre products to its mostly female (70%) customers by wrapping the goods in a visual theme that appears to be a real added value. Tchibo deliberately provides a narrow range of products to make choice easy. The weekly renewal of the collection of goods secure a constantly high awareness to customers. Tchibo is popular in Germany, I once read a statistics that 80% of Germans own a piece of clothing from Tchibo.
Disclaimer: Yeah, I copied this in part. It’s hilarious if you think about it.
November 27th, 2006 at 6:04 am
Better brilliant in selling mediocre products than
mediocre in selling brilliant products.
Simple economic rule.