I did the same exercise at Club Monaco and when I was a department store buyer. I would help them style and put together outfits to better understand who is actually shopping the collection and how does every product in the collection fit. Take this AWESOME example of the co-founder of HUSH BLANKETS, Aaron Spivak : Now imagine if the retailer acted on feedback and actually heard you. I took the time to fill out the surveys with no one contacting me to better understand my concerns or tell me that things will change. I filled out the survey both times and spoke of fit, of alleged stretch in a garment that turned out to have no stretch in real life, and of the pricing inconsistencies across online and in-store promotions. I was asked to give feedback after both instances and was enticed to do so for a chance to win some retail therapy cash. In the last few weeks, I have returned an online order and also shopped in the physical of a global retailer. If customer feedback is not incorporated into things like fit or filling the gaps in a product mix, then the retailer will lose. …and if you are a marketer reading this, you understand that customer feedback during and after a sale is gold. Market research exists for a reason - to understand what can be improved and why something’s a winner. How can we involve the customer elsewhere? Removing the guesswork when creating product assortments will help you get closer to the customer and get you to market faster.
#Abandoned life as a merchant relics full
Meaning they will preferentially choose you over others.Īnd brand loyalty equates to selling more at full price. The customer is not only involved in selection but is emotionally invested before the product hits the shop floor.
Infusing feedback into data driven design decisions will hedge the bet that your customers will buy.įor example, you are creating your apparel collection and throughout the design process, you ask your customers questions:ġ00% recycled fabrics OR wearable smart textiles / wearable tech? Building in customer validation within product design elicits valuable feedback well before investing in sampling and production.
0 kommentar(er)
