Dole Organic now lets their consumers “travel to the origin of each organic product”. By entering a fruit sticker’s three digit Farm Code on Dole Organic’s website, consumers can visit the country, the farm, view photos, and learn more about Dole Organic’s products and people. By providing more transparency, consumers gain access to background information which helps them learn about the products they shop for. By providing this level of transparency, Dole Organic is working towards creating brand loyalty in the following two ways:
1.Providing Peace of Mind. Dole Organic lists certifications, awards, and recognitions for the farm. This provides the consumer with some assurance that the products they are purchasing are truly grown organically and under humane conditions.
2.Creating an Emotional Connection. Never underestimate the power of human emotion. When it comes to commodity items (such as bananas) a potential key differentiator (and probably a largely untapped one) can be assigning a human element to the product. Dole Organic also lists “testimonials from the fields” on their website which outline the hardships and struggles of the workers and how the jobs that Dole Organic provides is helping to lift them out of poverty and provide a more promising future. After reading their stories, how could you buy your bananas from any other producer?
What other products/industries would benefit from increased transparency?
Tuesday, June 12, 2007
Product Life Stories
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2 comments:
Dole has done a good job of creating buzz, driving customers to their website, and increasing the perceived value of their product. Not to mention that have implement an idea that has been around for a while in very cheep and effective way. Most version of this I have heard of utilize RFID technology.
I like what is doing as far going above and beyond selling products. Creating the humman connection is helping them create a brand loyalty.
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