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Market
Research: Being Politically Correct Can Cost You
I was informed yesterday
that one of the major shopping outlets this year would stop greeting
customers as they walk into their store with the politically correct
phrase, "Happy Holidays." Instead, they have instructed their employees
to use the politically incorrect phrase of, "Merry Christmas."
It seems that every
business in the USA has changed their language around this time of the
year to be inoffensive to the public by referring to the season as the
holidays. We have Holiday parties instead of Christmas parties, we send
out Holiday greeting cards instead of Christmas cards, and so on.
I appreciate the bold move
by this major shopping outlet. Yes, they will probably get their share
of criticism, but they made this move based upon a very basic business
principal, market research. Through their research they determined that
the consumer, on average, spends more money in their store when they are
greeted with the phrase, "Merry Christmas" than they do with the
generic, "Happy Holidays."
Is it wrong for a business
to remember why they are in business and to act accordingly? I think
not. Every business, including yours, has the obligation to earn as much
as possible for their stakeholders. The success of your business creates
jobs, strengthens the economy, reduces government subsidies, and makes
children happy (Merry Christmas!).
We can learn a very
important business lesson here. Following the crowd may seem to be the
right thing to do, but don't fail to validate the results through
quality market research. Don't waste money or lose money because of your
failure to measure results.
To everyone out there, have
a Merry Christmas!!
To Your Success -
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Rick Stephens is a
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working with small to mid-sized business owners to strengthen their
business processes and ultimately grow their business. Rick has been
accredited by the Institute for Independent Business, an
International accrediting body for senior executives.
Rick holds an MBA
from the LeTourneau University located in Longview, Texas.
Rick Stephens is
the Principle Advisor of the Consulting firm RG Stephens &
Associates located in Plano, Texas. Rick offers business owners the
opportunity to meet confidentially to discuss any business issue
they may be experiencing. His initial meeting is always free and
without obligation. Call him at 972-578-7895. |
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