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Showing posts from November 2, 2010

A ME-TOO STRATEGY NEVER DIFFERENTIATES

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The autumn has started and especially car dealers and tire providers are very active. The car dealers are offering ‘free’ winter check-ups. You can come and they will check whether your car is winter-ready. And of course they hope to find something, which needs to be taken care of. Well, it could be beneficial for you, but mainly it is for them. There are two ‘buts’: Most of the car dealers are offering the same type of winter check. So, customers perceive it as nothing special. This me-too strategy has as a consequence that customers just expect this service and don’t value it all. If I let my car have its regular, planned maintenance then why should I go to the garage an extra time? Did they miss something? Is there something, which they did not check there? This is confusing. The tire providers are now offering to put some winter tires under your car. This means that you as a customer are supposed to have two sets of tires, one for the winter and one