PiNG! Connecting with Your Consumer - Flipbook - Page 27
PiNG!
PiNG!
CHAPTER 1
CHAPTER 1
the decision point
Versions: the layer often relegated as an afterthought. The version (or SKU) layer is the point at which your
Potential Sale:
The Version Layer
potential consumer will touch your product. It is like the pair of
shoes in the store of a strip mall. Either she will buy this item
or she will move out of your block and on to the SKU of one of
your competitors. Too often, brands assume that the consumer has
made up her mind by this point and they stop selling. However,
strong brands know that this layer represents an opportunity to
strengthen purchase intent. Doing so often means providing the
consumer with more support for thinking this version is a great
choice—why the ingredient, fragrance, or hand-feel it offers answers this consumer’s need right now. It is the salesperson that you
would have if your brand were being sold in a department store.
How does your brand
reinforce the benefit
of its individual SKUs?
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