1 post tagged “candle jar”

Last month, I visited the local Yankee Candle store to buy some gifts for our friends. I walked in and I was greeted by a very friendly sales person. I told her that I was a looking for a candle jar. She said "Oh you mean a housewarmer". I was confused or I should say a little embarassed. I thought I probably did not know what this thing is called. I went on to tell her that I was looking to give these as gifts to my friend. She then asked me if I needed a housewarmer or tarts or votives or a combination of these. I thought she was speaking in Greek to me. To me they were big candles, small candles, even smaller candles. I left the store after making my purchase thinking that I was not probably the market segment that Yankee Candle was targeting?

I had forgotten about this incident, until I ended up at the Voice of the Customer conference here in San Diego. Yankee Candle was a sponsor at the conference and they had one of these small so called housewarmers for everyone in the audience. Rick Ruffolo, their Vice President was a featured speaker and I listened to him speak about how Yankee Candle listens to their customers. So I decided to do a test.

I picked the "housewarmer" candle I had and asked many women who were in the audience as to what they would call this thing (after all, if my hypothesis that men are not the target market segment for Yankee Candle, why not ask the women). Does anyone want to guess what they called it - Candle Jar or Jar Candle. Now I know I was on to something.

So I decided to Google "Candle Jar" and see whether Yankee Candle would be listed. Not in the first 5 "natural search" listings and not in the first 5 sponsored links.

So here is a company that is supposedly listening to customers, missing out on customers who are now doing business on the web. Their competitors are listed at the top of the search and they are winning business away from Yankee Candle.

Why does this happen? For a simple reason - even well established companies forget to speak the customer's language. It is not enough to listen to customers just at the front end of market research. You ought to have the voice of the customer guide you in everything you do. Even naming your products or features in your products should follow the customer's language. This has become more important with the advent of the internet because the way people buy has changed. If your product does not get found when customers search on the internet, they will not buy.

A company can sure choose to brand something, but it takes millions of dollars to create a brand. What would you rather do - spend those millions to create a brand or choose to speak the language of the customer and have your products found. Hope Yankee Candle Company marketing folks are listening !!