I was in the market for a wooden pepper shaker. Our glass shaker had broken. (Note: do not buy glass shakers).
It’s something I have been thinking about. Not a top priority but lingering in the background… but rapidly found the foreground as I walked past Gewurzhaus in the QVB. (Learning #1 – Brand associations help customers make quick judgements, i.e. A shop in the QVB must have good quality products.)
I ventured into the store and spoke with the customer service lady. She showed me various non-glass options. I immediately was drawn to The Sands Made Spice Mill (Victorian Company, founded in 2011 by Robbie Sands). So I proceeded to make the purchase.
I would have been in and out in five minutes, until the lady asked “have you tried Australian Black Pepper”. (Learning #2 – The cross sell works.)
I hadn’t previously given much consideration to the provenance of Pepper. Up until now!! (Learning #3 – Customers don’t know they are a potential buyer until you tell them.)
The lady explained why Australian Black Pepper was superior to other peppers on the market – ultimately delivering freshness that you can’t get elsewhere.(Learning #4 – Customers like stories especially ones that step up their status.)
So in goes the Australian Black Pepper, which comes packaged in vintage apothecary-style glass jar with a minimalist label. (Learning #5 – Packaging is not separate to the product and brand positioning.)
Since then our meals have never been the same. (Learning #6 – Customers are constantly looking to convince themselves that their life is better because of the decisions they make.)
Just in case you are wondering….Yes I have been back for the Salt version! (Learning #7 – Customers with a great experience want to find another reason to return.)
Which brings me to where I am right now. Telling everyone I know (Learning #8 – Customers build their own stories using your brand stories.)
This is the perfect example of a home run in marketing.(Learning #9 – An unshakeable brand vision and positioning that matches up perfectly with the customer experience … and of course a sprinkle of Australian black pepper!)
