make it as easy as possible to buy This is the third of five articles addressing strategies – other than discounting – that can be applied to increase market share. Of course, prior to implementing one or more of these strategies, businesses should determine whether increasing market share is desirable. Profits are generally more important […]

make it as easy as possible to buy This is the third of five articles addressing strategies – other than discounting – that can be applied to increase market share. Of course, prior to implementing one or more of these strategies, businesses should determine whether increasing market share is desirable. Profits are generally more important than market share, and increasing market share does not always increase profitability. Indeed, Venture Capitalist, Mark Cuban, talks of the advantages of identifying the smallest possible market. A recent study in the United States found that 61% of customers found it difficult to switch from channel to channel when interacting with customer service. While consumers are increasingly expecting an omni-channel approach to business – facilitating an easy switch from channel to channel – they were not receiving this. This highlights the need for all businesses to make it as easy as possible for existing and…