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Joan Treistman's RetailWire Blog
July 9, 2010
The Milkman Delivers
FROM RETAILWIRE:
If you're of a certain age and grew up in America, you probably remember hearing the sound of clinking glass outside your house early in the morning as the milkman made his rounds. Is there a significant niche market for milkmen today?
MY COMMENTARY:
First of all, I kept going back to this sentence..."Mr. Pastor and company deliver milkman staples...." I was waiting for a follow up punch line about all his "Pastorized" dairy products. OK, it's a bad humor day. Just last night a friend of mine told me about a man who comes around (midtown Manhattan) to sharpen knives and scissors, just like the old days. But she's not using the service for nostalgia, she prefers sharp knives and scissors and he makes it convenient to fulfill that want. If you want fresh dairy products, what can be fresher (in our minds) than someone delivering them to your door? Oh yes, it's also very convenient. As with all products and services, we have to understand the hierarchy of needs and wants to determine the most successful way to market them. Beyond that, as marketers we look for the gaps in the marketplace, finding a need or want yet unfulfilled. In this instance it's about distribution. In another it's the product itself. But keeping our eyes open for opportunity and our creative juices concentrated on delivering satisfaction to wanting consumers is the right approach. Hats off to Mr. Pastor. |
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