Brad Power, Senior Director at Kendra Scott, shares insights on the importance of customer feedback in retail strategies. He advocates for regular interactions with customers, whether through direct communication or data analysis from post-purchase surveys. Power also highlights the significance of benchmarking against competitors to identify differentiation and opportunities for growth. His comprehensive approach ensures that the company continually adapts to consumers' evolving preferences and maintains a competitive edge in the market.
"It's important to have multiple and regular customer signals. This could be as simple as going into the store and talking to customers, or as in-depth as post-purchase or post-store visit email surveys."
"The second component is having a regular benchmarking exercise. This is when you compare yourself to your competitors and understand where you differentiate now, as well as how you want to differentiate in the future."
Collection
[
|
...
]