The NEO Opportunity

Some consumers are much more valuable than others. They buy high-margin products and services. In fact, they buy more of just about everything, they do it more frequently, and they are less price-sensitive. They want more, are prepared to pay for it, and they provide the potential for significant profit uplift by smart brands who learn how to reach and motivate them.

But an absence of deep knowledge about consumer value has made it difficult to capture that potential. Who are the high-value consumers and how are they different? How can they be identified? What are their fundamental expectations of products, services and customer service? What kind of marketing and branding appeals to them; turns them on? 

Without answers to these questions, marketing efforts are often misdirected, with the most valuable customers neither acquired nor retained. And profit-potential remains unfulfilled because managers don’t know how to attract and excite high-value customers, even if they already have them in their customer base.

Now at last, extensive new research has been undertaken to explain the links between high-value consumption and the personal values and attitudes that drive it. This landmark research has, for the first time, identified a New Economic Order (NEO); a growing class of high-value consumers that is powering the economy. It defines who spends the most – most frequently – and provides rich insights into their behaviours, lifestyles and attitudes. Critically, it also identifies what differentiates high-value NEOs from all other consumers.

From the practical application of this research with global brands, The NEO Group has developed resources to help organisations profit from NEOs. With NEO tools, data and services available, any organisation can:

• Quantify the potential for profit uplift from NEOs
• Assess readiness to profit from NEOs
• Integrate deep NEO knowledge into existing market segments
• Design products/services for NEOs
• Identify NEO customers and target consumers
• Effectively market and sell to NEOs
• Measure NEO penetration against competitors

Neo Resources allow extra-value strategies to be developed and implemented quickly and with confidence. Marketing spend is focused to deliver the greatest value, and because profit potential is realised across the business, managers achieve the kind of success that is expected of them in an environment where costs have already been cut and customer relationship systems are in place.