Just When I Was Starting To Really Like You...

We are not (generally) fond of sweeping generalizations when it comes to marketing to women.  However, one we're willing to go out on a limb for is a trend we've noticed since our weekly buck fifty allowance first began burning a hole in the pockets of our Dittos.  You finally discover the perfect shade of lipstick, a pair of yoga pants that fit like they were made just for you, a cell phone you can program without involving a child and the world seems brighter and just a bit more friendly.  Then one day the company who provided you with this wonderful treasure decides not to make it anymore. They have something new for you.  Something they say is better, when you thought what you had was perfect just the way it was. We certainly understand about the bottom line, the need to introduce new products and keep up with the latest technology and trends (we don't still wear Dittos after all...)  And we understand that not all of our beloved favorites will avoid the graveyard (we STILL miss Ben & Jerry's Coffee,Coffee, Buzz, Buzz, Buzz) and that some belonged there from day one (acid wash anything) but isn't there a less jarring way to migrate from the old to the new?

Andrea Learned  blogs this trend in technology, along with some great advice specific to women, that got us thinking.  Companies planning to evolve their product lines, whether introducing new cosmetic pallettes, pant styles or digital cameras, should consider customers not quite ready to make the jump.  Continuing to support some of the core basics that appeal to a wider audience while allowing them a longer migration time to the updated version would reduce frustration while building loyalty and trust. And just for good measure, it wouldn't hurt to open a dialogue with customers.  What do women value most about the old product that you can make sure gets incorporated into the new?  What things do they want to see changed?  When we were at Athleta a popular fitness pant was diminishing in sales and experiencing increased returns after several years in the top 5. Instead of discontinuing the style, we combed through the comment cards and found that the issue was a minor defect in the fabric. After making the adjustment sales rose back to their previous levels. Sure, listening takes time but the rewards are well worth it.