Blog Seven

According to “How Do They Know Their Customers So Well”, there are seven reasons to understand your customers better, all of which focus on generating more revenue. As a business in the private sector, your motive is to increase profits. But, when companies are this obvious about why they are getting to know me, I become hesitant. Let me illustrate with an anecdote...Yesterday I went shopping for the first time this semester, and it was quite the customer experience. With summer weather and open-toed lattice flats on my mind, I ditched my 1:00 class for the mall. Needless to say, I was nowhere near presentable in my smelly gym clothes. But could you blame me? I had a time limit and shoes on my mind. The sales associates, on the other hand, were not impressed. In all of the high-end clothes stores I visited, I never even received the time of day...and this is a recession! You'd think these people would be hammering to make a sale. Even when I bought something, they could care less about me. Apparently people who are not dressed are not customers.

On the opposite end of the spectrum were the shoe stores. They would not leave us alone. I would inquire about one pair of shoes, and they would bring me nine extra pairs. Usually these shoes were quite tasteless, but as a former retail associate, I understand the need to cross-sell. Although it was annoying to try on eight ugly shoes just to humor the sales associate, I understood what they were trying to do. It was a blatant attempt to increase the amount of money I spent. What really bothered me, however, was the interaction during the actual transaction. Name, I understand. Area code, questionable, but not too invasive. My email address, on the other hand, is not something I like to freely give out. And to them, telling them your email address is no longer an option. They don’t ask if you would be willing to give an email address so that you can receive updates, they list it right after area code in an attempt to trick you! Name? Area code? Email address? When I refused to give them one, they looked at me like I was crazy for refusing their offer. To marketers, email addresses can lead to a goldmine of information, especially if customers can personalize their subscription. It can increase cross-selling success, enhance customer loyalty and create more effective marketing messages. On the customer’s end, it can ease a purchasing decision by offering discounts on certain items or suggesting complimentary items. These are two things that I personally struggle with when shopping. Associates operating the cash register don’t usually stress the benefits of these email lists though. Giving your email address is like as expected as paying for your new shoes. You wouldn’t steal, so why should you refuse to give us your email address? I find this attitude bothersome. Anytime information is being gathered, customers need to give their consent. Sales associates can increase the amount of customers willing to give personal information if they can articulate the benefits of doing so. I know that there are ‘unsubscribe links’ at the bottom of every email, but being asked my email address at the store is annoying. I’m tired of denying them something they expect and I’m sick of receiving useless spam mail. I like the approach Nordstrom’s and Harley use to gain additional insights from their current customers. Personal shopping is, obviously, personal. If I owned a Harley, I would love to go on a ride with the CEO’s, I’d chat them up the whole trip. These methods are more creative and less lazy. Nordstrom’s and Harley Davidson respect their customers and it pays off. I know that less prestigious companies don’t have the funds to follow their examples, but doing a half-ass job obtaining personal information only hurts them. I want to avoid the stores that ask for my email address, not give them more insight.