Buying Australian and website/benefits case study.
“Buy Australian”.
I tend to come across this phrase less and less these days, certainly much less than 25 years ago.
Australia
Today we live in an increasingly globalized marketplace and the Internet makes it especially easy to order products and services from overseas.
Groceries are one product area which is largely best ordered from within one’s own country. Many groceries however are imported and just because a brand appears to be local, it may not be currently locally owned.
I am grateful to live in Australia and try where I can to buy Australian, however I am not “religious” about it and like most people am strongly influenced by what I perceive is the best product or service for my needs.
From time to time I order groceries from an online web store called Only Australian Groceries Overall, I have been very happy with their service and encourage others to order from them. Only Australian Groceries have a key focus upon supporting Australian products, producers and manufacturers. They are very genuine in their concern and I think it is a very good idea to support local suppliers.
So, if you are an Australian, or live in Australia and enjoy the benefits of this wonderful country, then perhaps I can suggest that you give Only Australian Groceries a try. They will deliver to a P.O. Box, or a business/work address.
Have a look at some of the pages on their website such as “Helping Australia” and “Cheaper Prices” – it makes interesting reading.
Happy eating! (But not too much ;-)).
Note: Comments in grey below are outdated – their website has been improved significantly since I wrote this article).
For those readers interested in Internet marketing and website design, I have a few comments about the Only Australian Groceries Homepage. When you visit the site, you see that there is very little in the way of benefits to the consumer listed above the fold (Definition of Above the Fold.) Benefits, not features, are the key things that consumers are interested in.
A limited number of benefits are listed on their Homepage and the photo is a good touch, however valuable screen real estate is taken up with unnecessary text and features.
I have the impression that a large sector of the local populace is not bothered enough about buying Australian. In my case I try to buy Australian where I can, however I do not go far out of my way. Which, I suspect, is actually better than the majority of the public. Increasing globalization consciousness tends to militate against “buy Australian” in the collective psyche too. I question whether the focus on just Australian goods is what the majority of potential customers really want.
Benefits of buying Australian do not tend to automatically appeal to the public either. It has to be explained and even then many are still disassociated and do not see the benefits as especially significant. Most people are tuned into WII FM. What’s in it for me. Sad, but true.
On the other side of the coin….. the Only Australian Groceries service has key benefits of time saving, convenience and variety (unusual items not readily available elsewhere), as well as others I have not mentioned. Targeting the affluent time poor professional demographic and small business people, tradespeople and so on is key. These people are less concerned with price and more interested in good service.
It is important to stress benefits that people can relate to. Buying Australian is a benefit (and appealing) to some of course, but may be best used as an extra “feel good” bonus reason for a lot of people who are more focused on other benefits that the Only Australian Groceries service provides.
So, in conclusion, we have a simple equation:
Sell more Aussie goods by focusing on the benefits that consumers are interested in.
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Category: Internet Marketing
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