12A- Figuring Out Buyer Behavior No. 1
Segment: Stay at home parents between the age
of 30 and 40.
Interview 1: Stay at home mother (34 years old)
-She often experiences an encounter with an
employee that results in her leaving a store
-She says this happens in Macy’s, Dillard’s, and JCPenney
mostly
-She says it tends to be the people selling purses,
jewelry, makeup, or perfume
-She says she has not seen a solution to this
problem, but wants to search on Google “how to avoid employees in a store”
Interview 2: Stay at home father (39 years old)
-He comes across employees in stores that cause
him to have a mood change
-He says it mostly happens in stores like Apple,
T-Mobile, and the kiosks in the center promoting cologne, hair and skin
treatment, and shoe cleanings
-He says that sometimes he has a question before
an employee approaches and just because they approached him with a pushy attitude,
he begins to feel uncomfy and will refuse to ask his question
-He says he has talked about this irritation with
friends and family on numerous occasions because it makes him so heated in the
moment, but has not heard of a solution yet
Interview 3: Stay at home mother (30 years old)
-She feels there is not a time she goes out
shopping and does not return home mad because of the number of employees that
disrupt her retail therapy
-She says it is most prominent in Nordstrom, Best
Buy, Sears, and Ashley Home Furniture
-She says it is employees selling shoes,
technology devices, home appliances, and furniture
-She says she searches “how to hint to employees
you just want to shop on your own”
Conclusion: I feel like this segment
of customers would take advantage of my product because it seems this problem
is very apparent in their life. These people in particular tend to spend more
time at stores because they are stay at home parents. Because of this they are surrounded
by these employees for longer periods of times. I noticed that the stores these
interviewees complained most about are stores that have individual booths in
them. This could be because the private places are more eager to make a sale, therefore
their employees are pushier. I also realized that people in this segment are
curious about how they can avoid these employees, therefore giving them a
solution that would allow them to steer from employees would be successful.
Brianna,
ReplyDeleteI understand the frustration of these people, but I am not sure that this would be a consumer product. In your last post, you made it seem like you were going to market this to retail stores, not to customers. I think you have a better chance of selling this to stores anyways, but I definitely don't think customers would want to pay for this. I think that they would shop online before they would pay for something that would enable them to shop in person more easily.
Hi Brianna,
ReplyDeleteI enjoyed reading about your interviews and seeing how you segmented your market- well done. However, I'm a bit confused as to who you are actually selling these systems to- in your previous blog posts, you've been talking about selling them to stores, yet your ideal customers seem to be the shoppers. This doesn't seem to match up. I would advise addressing this and deciding before you move forward any further. Otherwise, well done and the best of luck!
Hey Brianna,
ReplyDeleteYour interviews are well organized and seem to be very thorough. I also think the segment of people you chose to interview was very appropriate because stay at home mothers most likely are interacting with pushy employees often. Great job!
I loved how you organized your interviews and the content was just as great. I like that you selected that segment of people and think you have a good idea going. Nothing bothers me more than people pushing employees to the limit. Good job and keep up the good work!
ReplyDeleteHi Brianna!
ReplyDeleteYour identified segment seems to be the most viable customer base for you, as they are the most likely to have free time to shop in stores rather than online. However, I would suggest you consider college age students too, especially those who are shopping for dorm or apartment home goods. In that case, have a product where someone can easily show their desire for a representative to suggest furniture and other goods for them to purchase would be super helpful, and give the students who just want to find stuff on their own an easy way out of interacting with these representatives. Just something to consider, great post!