I went to one of my “ex-favorite” bakeries to pick up a cake. This bakery was my favorite not because it was cheap or the customer service was over the top, it was my favorite because its products were consistent with my taste and choices. I personally don’t want to pay $37 for a small cake but I do because I feel the quality will make up for the lost revenue somehow. There is a reason why mentioning the price is important. Often times customers’ perception of a product is formed as soon as they learn the price, such as when a product is first seen when walking down the aisle of a store. While the final decision to make a purchase may be based on the value offered by the entire offering, it is possible the customer will not evaluate a marketer’s product at all based on price alone. I certainly don’t. The question I am asking today is, “What is the parameter of quality when buying an expensive product?” – Does it stop at being consistent with your choices? Does marketing matter? Does the overall look and feel of the seller matter? What is this parameter of quality?
Because I go to this bakery and café’ at least a couple of times a month I notice little changes (good or bad). Couple of months ago, when I walked in and looked at the menu, they had taken couple of items off their menu. They used little post it notes to hide the items on the menu which looked a bit tacky. On a scale of 1-10 (10 being most bothered) I was at about 2.
Today when I walked in to buy another $37 dollar cake I saw this. (If you can’t see the image within the article, click the link below)
My level of “bothersomeness” was at 10. Number of items taken off the menu now stands at seven. As a consumer, this means:
- This business has failed at least seven times in the last sixty days
- There is no attention to detail – Is it costly to replace the menu? Sure it is – is it worth it? Absolutely!
- Does this make me question their quality of products? Absolutely!
- Is it tacky? Hell ya!
Oxford dictionary describes tacky as “showing poor taste and quality” – which is the complete opposite of excellence, something every consumer expects to receive in exchange. In this economy, you cannot afford to “show poor taste and quality” especially if the goal is to sustain and expand your business.
While I look for another good bakery for my next $37 cake, tell me about your tackiest business experience. What turned you off the most?