BOOK REVIEW
BOOK REVIEW
SUPERconsumers
Marketing consultant Eddie Yoon provides clear, actionable steps
to finding and focusing on your best customers.
A COMPREHENSIVE ANALYSIS of over 100,000 U.S. households confirms that there
are consumers whose brand loyalty can provide valuable insight to creators, providers,
and manufacturers of products and services. These “superconsumers,” which make
up approximately 10% of all consumers, are responsible for up to 70% of a particular
brand’s products. In his book Superconsumers, marketing consultant Eddie Yoon
discusses the value of these consumers and explains how brands can capitalize on
their strong following.
Yoon suggests that brands are “hired” for a specific purpose. For example, American
Girl products can be hired by a child to be a toy (the American Girl doll) or by a teacher
to help teach historical events. Superconsumers often hire multiple products to serve
the same purpose, so understanding that purpose is key.
Brands can identify superconsumers—those customers who both care and buy a lot
—by examining a number of factors:
� VARIETY OF PRODUCTS PURCHASED. Customers who purchase a variety of products,
rather than simply a large amount of products, within a particular brand often fall
under the “superconsumer” heading.
� NUMBER OF ORDERS. Customers who routinely return to your brand to make
another purchase are clearly loyal to your brand and products.
� LEVEL OF COMMUNICATION. Customers who routinely have conversations with
your staff, call in to your customer service, or leave positive reviews on your products
have the potential to be superconsumers.
Superconsumers make
up 10% of consumers,
yet account for 30%
to 70% of sales.
BENEFITING
FROM THE HYPE
Once you’ve identified your
superconsumers, what can you
do with them?
LEARN FROM THEM. The majority
of brands view their supercon-
sumers as an enigma, a small
percentage of consumers whose
dedication is unwavering and,
therefore, not worth the focus of
marketing managers. But rather
than focusing marketing research
efforts on the other, noncommittal
90% of consumers, Yoon suggests
that there is much to learn from
superconsumers, including the
things your company does best
and where you need to improve.
SELL TO THEM. Superconsumers
may be a big fan of your products,
but they are very different from
bulk purchasers, who simply buy
a lot of your product. Rather,
superconsumers are “emotional
buyers who base their purchase
decisions on their life aspirations.”
Brand loyalty plays a major role
here—superconsumers find extreme
value in both your product and your
brand—and are thus likely willing to
expand their product purchasing
within the existing brand.
UTILIZE THEM. Your super-
consumers are some of your biggest
advocates—provided with the
opportunity to share the love, they’re
sure to lead other consumers to
your products. Provide the chance
and encourage superconsumers to
leave product reviews and share their
purchases online.
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