Entice Consumers With Options
Freedom of choice motivates American consumers. Learn how to build a winning campaign by giving your customers the power to choose.
Every day, Americans are inundated with product and service choices. Just walk down any aisle in your supermarket, and you'll find that almost every product category is saturated. Yet we continue to crave--even thrive on--our freedom to choose, and smart marketers incorporate this component into the very essence of their campaigns.
Affluent customers often expect multiple choices. At BMWUSA.com, you can "build your own BMW" from the menu of enticing online options in exterior colors, seductive leather interiors, and accessories such as satellite radio. But wealthy consumers aren't the only ones captivated by the idea of choice. This marketing strategy has virtually universal appeal and is built into product offerings on every level. Wendy's, the third-largest quick-service hamburger chain in the world, has constructed its products and marketing messages to focus on giving fast-food customers a higher level of choice. Late last year, Wendy's took this concept to the max by giving consumers 40 different ways to create a "combo meal" according to their individual preferences.
Cyber Monday Subscription Sale - Unlock this subscriber exclusive article and more for 50% off.
Access all Entrepreneur content with no ads, unlock discounts, and get exclusive advice only available to our subscribers. Plus, our magazine delivered straight to your door.
Get 50% off an annual subscription today. Just use code SAVE50 at checkout.
Entrepreneur Editors' Picks
How an Encounter With the 'Armpit of Destiny' Helped the Founder of Grubhub Take His Business From His Apartment to a $2 Billion IPO
You Can Train Your Brain to React to Stressful Situations Better. Here's the 3-Step Process.
A Disastrous Valentine's Day Inspired This Founder to Launch Her Own Floral Brand. It Became a Celebrity Magnet With Retail Revenue Up 450% Since 2019.
What Is Your Dream Job? Ask Yourself These 4 Questions to Find Out.
This Is the Crazy Process This Juice Franchise Went Through to Get USDA-Certified Organic. But It Sure Has Paid Off.
No One Would Rent Me a Café in Trendy NYC Neighborhoods, So I Tried Something Risky. Now I Have 3 Coffee Shops.