Customer's Materialism And Consumerism

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The allure of a marketplace is down to a science. Marketers want a customer to be as engaged and willing to spend their money as possible. Some tactics are downright dirty and a perfect reflection upon the company who employs them. While customers should be outraged at such ploys, perhaps they also need to realize the effect such campaigns have had upon themselves. Customer’s materialism is a direct reflection of today’s market and America’s consumerism.
One such perfect example of materialism and greed is an Orchard Supply Hardware I worked at during high school. I have been able to witness the direct effect corporate strategies have upon both employees and customers. While most people do not consider an employee a key tool to a store’s success, my experience has shown otherwise. THESIS: Associates are an integral part of a store’s identity and the way they are treated and trained is a product of America’s consumption. (You worked at OSH, you’re a good judge- ethos)
ALLURE
What attracts customers: Customers are attracted to Orchard Supply Hardware La Crescenta for many different reasons. Most notably, OSH is the only close hardware store location to many people living in the area. The resident’s other choices consist of Lowe’s in Burbank (about a twenty minute drive) and Home Depot in Glendale (about fifteen minutes away). The Home Depot location in Glendale is lesser known and tends to carry a smaller selection of items so many residents actually choose the Burbank location of this company over the Glendale location. Orchard Supply Hardware also attracts customers because of its legendary customer service. As many of the employees are locals or transfers from other OSH locations, customers can recognize, relate to, and connec...

... middle of paper ...

...ced in sales and therefore continued to earn rewards while those who did poorly were reprimanded and punished with further shortened schedules. The low morale reflected upon customers as they were angry with being forced to purchase worthless items and saw some of their favorite employees being maltreated and even fired. The greed of this company ran deep and its downward spiral is only just beginning to stop with the transition of ownership.
CONSEQUENCES
Looks like this will be longer than the requirement. Should I cut down?...
• Phone system issues
• OSH time
• “OSHwits”
• “customer is ALWAYS right”
• maltreatment of employees allowed
• pressing customers to buy- item of the month
• new strategies to bring customers in- seasonal items vs appliances
• empowerment of women
• sexism
• stereotypes- Small Project Pam, Do-it-yourself Dave, Handyman Dan…

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