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StuffUNeed’s target market has to be categorized in terms of demographics, behaviors, and psychographics of the population the company wants to attract. In terms of demographics, it is imperative to establish that the age group of potential customers is going to be between 18 and 40 years old. Well-to-do millennials and members of Generation Z are the primary groups utilizing the advantages of modern technology and ordering food online (McCarthy, 2020). Although in the realities of the COVID-19 pandemic, StuffUNeed has to capitalize on the inability of older people to leave their homes due to lockdown measures. Another crucial part of the company’s target market is Irish businesses, which order corporate gifts. The enterprises, which can afford such presents, are usually large and profitable. Therefore, StuffUNeed should primarily focus on attracting medium to large corporations.
In regards to psychographics, it is apparent that the description of StuffUNeed’s buyer personas would include such traits as ambitious, goal-oriented, busy, and internet savvy. They do not have time to cook, which is why they resort to restaurant meal packages and grocery products delivery. In terms of behavioral characteristics, target consumers are conscious of the need to support local businesses, which is why they are more likely to enjoy a range of local and artisan Irish products offered by StuffUNeed. Research demonstrates that the number of people intended to use food delivery services in the upcoming years is increasing, according to Gunden et al. (2020). Hence, while it is crucial to clearly define the target market, StuffUNeed has to anticipate major shifts in their customer base due to the groceries and meal delivery services’ popularization.
When it comes to the buying cycle, which could be attributed to StuffUNeed, several aspects have to be recognized, including awareness, consideration, intent, purchase, and repurchase. First, the buyer becomes conscious of his need to order certain groceries or meals. After that, the potential customer considers whether they should go somewhere or use the food delivery service. Then, they consider what exactly to buy and where to order from. Intent is the stage where the buyer compares various alternatives. After the purchase, the buyer can reorder food, which is referred to as repurchase (Campbell, 2019). It is imperative for StuffUNeed’s management to know the exact buying stages. This way they can ensure to implement strategies to maximize purchase and repurchase in an effort to convert new customers into loyal ones.
Thus, the executives at StuffUNeed can develop an efficient sales funnel. During the awareness stage, the company would initiate contact through various marketing channels with the goal of pushing the customer towards considering food delivery. While the potential customer decides which service to use, StuffUNeed presents an offer. After that, the company facilitates the purchase and prepares the order. Finally, after delivery, StuffUNeed maximizes the chance for a repurchase by targeting the buyer with special offers or entertaining content. Nevertheless, it is crucial to recognize the unique proposition of StuffUNeed in terms of products from local vendors and corporate gifts. While any other service delivers restaurant meals and even packages to cook at home, StuffUNeed can distinguish itself from competition by reaching target markets specifically interested in supporting local businesses as an example. Therefore, the company’s sales funnel has to incorporate strategies designed specifically for B2B operations and attracting conscientious youth willing to support Irish artisan groceries.
References
Campbell, P. (2019). Optimizing your buying cycle stages and converting users. ProfitWell. Web.
Gunden, N., Morosan, S., & DeFranco, A. (2020). Consumers’ intentions to use online food delivery systems in the USA.International Journal of Contemporary Hospitality Management, 32(3), pp. 1325-1345. Web.
McCarthy, A. (2020). Rise in food delivery: Consumer trends on ordering in. DoorDash. Web.
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