the source

My favourite source of consumer insight is people who work on a shop-floor.

After all, they are the people who get closest to the consumer, talk to them everyday, understand their needs – and importantly what they are willing to spend on. And they speak to lots of them! What’s not to love?

They are the closest you will get to an SME on consumers (dare I say it – not the marketing team?? Unless they too regularly get down and dirty with consumers).

So, how are you making sure the insights from the shop floor are shaping your understanding of your customers. And your strategy? Do you know what they are?

Do the people who make the big decisions get access to this continuous stream of information? Or can you make the people who are your most intimate contact with customers the decision makers?

It’s amazing what you learn by just asking people on the floor and watching people shop a category.

I recently realised I needed to add scarves to my collection of travel accessories. So, I hit the streets (and shops) and started talking to people who sell scarves. Within a period of 3 hours I had a succinct idea of what Australian customers want in a scarf. It cost me nothing, and was the potential equivalent of surveying hundreds of people.

Efficient, pointed and also – exciting! So amazing when you respect someone’s input the passion and knowledge they will share. Not to mention the buzz that comes with exploring through retail-land, seeing new trends, retail strategies and so much around brand experience (or the lack of it!).

Can’t wait to use the gorgeous new scarves.

(12 Jan, 2009)