Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

By Eddie Yoon
Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they re extremely knowledgeable about the things they love. They aren t average consumersthey re superconsumers.
Although small in number, superconsumers can have an outsized impact on a company s bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they re usually willing to spend considerably more than the average consumer. And because they re so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers.
In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he ll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he ll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they re willing to spend so much more than other consumers.
Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better."


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Posted December 13, 2016, 12:00 PM with category of Marketing & Sales
Eddie Yoon talks about the superconsumer phenomenon and tells us how to go about "Making Your Best Customers Better." Read more

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ISBN: 9781633692077

About the Hardcover

Publisher Harvard Business School Press
Publish date 12/20/2016
Pages 224
ISBN-13 9781633692077
ISBN-10 1633692078
Language English