The Perfect Partnership: Tesla and Nordstrom

[LibertyForMe]

This Saturday, Tesla will open a gallery in Nordstrom at The Grove, a high-end shopping center in LA.

This is a brilliant partnership for a couple reasons:

1. Nordstrom's customers mesh perfectly with Tesla's target market - affluent upper-class buyers, who are typically female. And according to an NPR interview with an analyst at Kelly Blue Book, women play a leading role in 85% of car buying decisions. This partnership gets the right eyeballs on Tesla's products.
2. Tesla vehicles aren't seen in the same way as traditional automobiles. They aren't dirty, smoggy, and they don't smell like gasoline. Tesla has done a great job of building a cool futuristic product. These factors allow the car to get placed right next to a rack of women's clothes without seeming too odd. Try that with a Cadillac and see what happens.
3. Tesla is providing on-site test drives. This is huge. The car just isn't sitting in the lobby of the mall, you can actually drive one. Tesla's angle is that if they can get a person into one of their vehicles, the driving experience will do the rest. Before now, if you wanted to test drive a Tesla you had to go to an event or a dealership. Now, if you have an extra 20 minutes while shopping you can hop in one. This drastically lowers the barrier, making it much easier for someone interested to actually get in the vehicle.

So how can you apply this?
Where else do your ideal customers shop? What else do they buy? How can you highlight a feature of your product to potential customers that will really help them understand why they should use your product?

If you can find another business that is complementary to your own, you can work out a deal with them that helps you both.

Here are a couple of quick examples to get the ideas flowing:

• A high end rug store could partner with a hardwood flooring center, and could offer patterned rug samples that are paired with different types of hardwood flooring. If someone is replacing their floor, they might be open to getting a new rug also.
• A lawn and garden supply store could partner with a company that manufactures sheds and outbuildings. If a customer purchases a new outbuilding or shed, you could give them a coupon for $100 off the purchase of equipment to go in their new space.
• A sunglasses manufacturer could partner with a golf course to lend out a pair of their sunglasses for free to golfers. Why not let them try out and see the difference for themselves over the next 18 holes?

Tesla and Nordstrom are working in a smart way, now you go do the same.

 

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