The Key to Product Consistency

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As consumers, people often develop a need for a particular product, drive to a store (or visit an online retailer), and purchase the product.  Whether it is toilet paper, light bulbs, a lawnmower, or any other item, we rarely consider how the product moved from ideation all the way to the shelf.

Most consumers likely assume that retailers and vendors have conducted the necessary steps to ensure good performance, proper pricing, and brand consistency.  But often times, retailers don’t perform some of these processes, leading to dissatisfied customers, returned products, and the loss of future business.

For retail professional and vendors/manufacturers, one of the key steps often over looked lies in proper documentation of product performance levels through the creation of product requirements documents.

If you purchased a cheeseburger and fries from your favorite restaurant and then purchased the same meal two weeks later, would you hope it tasted just as good? And that the same recipe was used? Not properly setting performance levels to ensure consistent brand performance is just like a restaurant changing the recipe every time you order the same meal.

By conducting performance comparison testing of products in the market, retailers and vendors can develop performance levels that a product MUST meet.  With these proper levels documented, you can go into a manufacturer to build THE product you desire instead of just A product that resembles it.  It is your favorite restaurant recording the recipe for their burger allowing you to get the burger you ordered and specially requested, not just a plain hamburger.

For those retailers that currently have the correct steps in place, retaining brand performance will be easy, leading to repeat customers and a growth of business.  Those that don’t risk being surpassed by competitors who conduct the necessary performance tests and make the correct purchasing decisions.

 

Have you experienced inconsistent product performance before?  Have you thought about how companies ensure proper production consistency?

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