A company can't be all things to everyone, it needs to select and choose it customer base in order to serve them more efficiently. Knowing your CORE TARGET CONSUMER is key - the heavy users of your business are the ones who keep the cash till ringing and in trying to be all things to all people a brand can lose it’s true identity resulting in a lose of meaning.
For example by aiming to target a cross section of customers based on all price sensitivities, technical expertise, brand preferences alongside constantly adding new features and functions to a website the site becomes increasingly slow to load. Although consumers may flock in at first they end up getting confused by all the 'bells and whistles' and take their pounds to shop elsewhere. The fact of the matter is that web traffic is nice but getting customers to buy and return is were the true value and profit comes from. It's better to tailor your business to your core customer base know their motivations and desires and you'll win their business - and maybe a bit of their heart along the way :-)
For example by aiming to target a cross section of customers based on all price sensitivities, technical expertise, brand preferences alongside constantly adding new features and functions to a website the site becomes increasingly slow to load. Although consumers may flock in at first they end up getting confused by all the 'bells and whistles' and take their pounds to shop elsewhere. The fact of the matter is that web traffic is nice but getting customers to buy and return is were the true value and profit comes from. It's better to tailor your business to your core customer base know their motivations and desires and you'll win their business - and maybe a bit of their heart along the way :-)
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