Goodwill Industries

GOODWILL INDUSTRIES – MARKETING TO A VARIETY OF CUSTOMER TYPES

Goodwill Industries has mainly three types of customers shopping in their stores. Many customers frequent the high-end resale shops because their primary concern is fashion. Goodwill has upscale boutiques and specialty stores in cities throughout the United States that offer donated designer goods and department store labels. These boutiques have daily deliveries, which means there is a lot of variety and quantity.

“We are making a particularly strong push right now to improve our image, our reputation, and our brand, to promote Goodwill as a cool place to shop”, said Jim Gibbons, the chief executive for Goodwill Industries International in Rockville, MD. (New York Times, www.nytimes.com/2009/06/11/fashion/) If customers do not find what they are looking for one day, Goodwill urges them to check back the next day. Just as Goodwill sells a variety of items, they also cater to a variety of customers.

Bargain shoppers are another type of customer patronizing Goodwill stores. They know that Goodwill stores feature barely used and new items that are offered for a low price which is very appealing to those who thrive on finding the best deals without paying department store prices.

In addition to fashion shoppers, there are resellers who know that Goodwill stores are an exceptional choice for their needs. Goodwill offers the best variety at the lowest prices. Resellers, either individuals or companies, purchase products and services with the intention of reselling rather than consuming. Goodwill stores have everything to complete this process.

I have been very pleased with my shopping experiences at Goodwill. I realize many customers see Goodwill stores as old, used merchandise and have no desire to

shop there. The products sold at Goodwill stores are of exceptional quality and do include slightly used merchandise but they also stock their stores with new designer brands.

Goodwill...