Nice article in Slate on why Wholefoods is not extinct. The perception of many consumers is that the upscale organic chain’s is too high priced. To combat this, Wholefoods has been promoting “the value” of its items through various promotions and newsletters. It has also commissioned “value tour guides” in it’s stores to point out the bargains to be had. Revenues have remained flat, which in this economy has lead to a surging stock in recent months.
This is another aspect of customer experience design that does not get much press. It’s the idea of understanding your key gap areas, and finding creative ways to change perceptions at all touchpoints. Healthcare companies have the same need to show the value they provide to consumers who have a choice of plans. Similarly, certain automotive brands need to build awareness of their selling attributes, such as the “greenness” of their technology (e.g., hybrid vs. diesel) or safety or performance.