Only Connect!
Posted by Universal Ad at Thursday, July 19, 2007 12:23 AM and is filed under Shopping,Marketing,Retail,Customer 
This Multichannel Merchant article brings up some very valid points for retail marketers, although it is focused more on brand merchandisers and marketers.
Stop for a second and think - how often do you take a break from your daily to-do list in order to connect directly with your retail customers or at least with their shopping experience? My bet is that you don't do it quite as often as you should (admittedly, I don't either...)
Why don't you go ahead right now and schedule a day (before the end of the month!) to do it? Immerse yourself in the shopping experience at one of your stores... Interview a few of your customers about their real needs... Work in customer service to answer calls or emails... Compare the buying process at your competitors' locations...
All these are guaranteed to bring up improvement ideas and allow you to become a customer champion - one of the positions retailers typically lack. Instead of basing your decisions on second-hand information, analytical data and the like, you can base them on your own personal experience.
Two great examples given in the article are Cabela's and LL Bean. Can you help create a company that listens?
Stop for a second and think - how often do you take a break from your daily to-do list in order to connect directly with your retail customers or at least with their shopping experience? My bet is that you don't do it quite as often as you should (admittedly, I don't either...)
Why don't you go ahead right now and schedule a day (before the end of the month!) to do it? Immerse yourself in the shopping experience at one of your stores... Interview a few of your customers about their real needs... Work in customer service to answer calls or emails... Compare the buying process at your competitors' locations...
All these are guaranteed to bring up improvement ideas and allow you to become a customer champion - one of the positions retailers typically lack. Instead of basing your decisions on second-hand information, analytical data and the like, you can base them on your own personal experience.
Two great examples given in the article are Cabela's and LL Bean. Can you help create a company that listens?
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