opinion

Who Are Your Retail Customers? Exploring the Benefits of User Data

It’s very easy to get caught up in the steady flow of incorrect assumptions our own industry sometimes makes when it comes to pleasure shoppers. However, there’s good news – assumptions are not necessary, so let’s all stop making them. Taking the time to research exactly who your customers are can help improve sales, grow profits, fine-tune your customer service, maximize your advertising, and lead to successful in-store promotions.

Part of the challenge in marketing pleasure products is that, generally speaking of course, there aren’t hard and fast rules for what sells in every store. Things obviously can be and are, very different depending on the business, region, customer demographic, socioeconomics and the local political climate. In addition, product selection has exponentially expanded in the last 10 years so it makes sense to really understand which of these products will sell to your customers. And if you know your customers, finding best selling products becomes a lot easier. We can agree that luxury products averaging $150 or more, won’t find success in every store. But in order to find out what will, it’s important to learn everything you can about your customers.

There is no marketing currency more valuable than user data. This is why we’re constantly hearing so much about Facebook, Google and Amazon doing everything in their power to collect as much of our information as possible.

There is no marketing currency more valuable than user data. This is why we’re constantly hearing so much about Facebook, Google and Amazon doing everything in their power to collect as much of our information as possible. Sounds creepier than it is, but this has been going forever and as always, it’s just the medium that’s changed. “Big data” is also credited for helping the Obama camp cruise into the White House in 2008. How? Well for example, the campaign figured out certain people are more likely to donate/vote/be moved to action if pitched by George Clooney. Then they did other polling for other groups of people to see how those groups could be incentivized by someone or something else. All told, they found out that this group of voters will do X if provided Y and then applied that model to all their voting blocs in order to mobilize them to vote or drive people to polls or make campaign calls, etc. Now because they were able to find out exactly how to speak to their target/supporters, they were able to generate their desired results.

So how on earth do political campaigns, corporate oligarchies and high-tech social media networks find out all that demographic information? From you and they keep tabs. Data mining, following online habits, tracking shopping and donation patterns, surveying social media interests – in short monitoring, collecting and analyzing all information they can get their hands on. Am I suggesting that you convert your in-store marketing operation into a highly sophisticated, digital, consumer data-analytics house? Yes indeed I am! Well, no – but I most definitely recommend engaging your customers to find out what makes them tick.

There are several methods for using polling, focus groups, and online surveys to help paint the picture of who is shopping your store so you can help bolster your relationships and profits. When it comes to asking questions of your customers, first figure out what exactly you want to know and why. Are you considering investing in social media or an e-commerce site? Looking to bring in a whole new category of products? Brainstorming new in-store events and seminars to offer? Whatever the agenda, keep the questions you’re asking short, sweet and relevant – you can always do more sampling in the future. Put together no more than five yes/no or multiple-choice questions that get to the core of what you need to know. Do you shop online more than once a week? On a scale of 1-5, how interested would you be in purchasing a new blazing crotch rocketeer? Would you and your spouse attend a class on bedroom techniques?

So why does this all matter? Once you have legit and usable customer data you can effectively spend your advertising dollars on the right target. When you know what kinds of people your customers are, you can cater advertising and promotions specifically to their interests. Understanding exactly who your customers are creates several opportunities to strengthen customer service because you’re now operating from a place where you know and understand your customers. Relationship building becomes easier, conversation starting can be more natural and all these soft-skill tactics can now be maximized to win the sale.

Why guess about who your customers are? Why spend money on advertising, promotions and events that don’t speak directly to your shoppers and customers? Use surveys and questionnaires to find out as much as you can about your customers and turn that user data into store profits!

Brian Sofer currently serves as marketing ninja at Eldorado Trading Company. Sofer joined the Eldorado team in 2010. Brian is a creative, results-oriented marketing professional with extensive experience across his career utilizing digital media.

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How History Drives Marketing Strategies Today

Thanks to the efforts of activists, sex educators and members of marginalized communities, products like sex toys, lubricants and adult films have become much less stigmatized, and much more visible and accepted in the public sphere today.

Hail Groo ·
opinion

BAFTA Nominations Highlights Importance of Gender-Neutrality

While the Brit Awards have paved the way for gender inclusivity by introducing gender-neutral award categories, it has recently been confirmed that the British Academy of Film and Television Arts (BAFTA) awards will not follow suit.

Scarlett Ward ·
opinion

How to Explain Wax Play to Shoppers

When it comes to candles in the bedroom, most folks think of them as a great way to create a sexy ambiance. For folks who enjoy wax play, however, candles are also a kinky way to heat things up. While it may sound daunting to the uninitiated — because, you know, fire and hot dripping wax — wax play can be a fun and accessible sensation-play option, as well as an excellent intro to BDSM.

Rebecca Weinberg ·
trends

An Inside Look at the Decision-Making Process of Expert Merchandisers

Buyers in the sexual wellness industry bear a weighty responsibility. They must strike the perfect balance between meeting customers’ demonstrated needs with tried-and-true products, and staying on top of the latest trends — and that is only scratching the surface.

profile

WIA Profile: Catherine Corsaro

As director of product training and information for JO parent company CC Wellness, Corsaro oversees all sexual health and product education from the company’s Valencia, California headquarters, including training new reps who may have never touched a bottle of lube until their first day on the job.

Women In Adult ·
profile

Novum Veteran Executive Team Leverages Expertise to Grow Brand

Novum Brands may be relatively new on the sex toy scene, but there’s nothing green about George Gatziaris and Vadim Daysudov, who together founded, own and helm the business.

Colleen Godin ·
opinion

Al and Michele Harrington Discuss Vision for Pleasure Brand Love Verb

Former NBA player Al Harrington has matched his success on the hardwood with equally impressive accomplishments in the business world, including creating cannabis company Viola. Now, Harrington and his wife, Michele, have expanded their business portfolio with Love Verb, a venture aimed at enhancing couples’ intimacy through a variety of pleasure products.

Quinton Bellamie ·
opinion

A Look at the Benefits of AI for Optimizing Retail Operations

In the ever-evolving landscape of retail tech, staying ahead of the curve is not just advantageous — it’s mandatory for survival. Currently, small-to-midsize retailers face an unprecedented opportunity to leverage artificial intelligence (AI) features to gain an advantage, enhance employee productivity and optimize operations.

Sean Quinn ·
opinion

Boosting Visibility for Female Sexual Dysfunction Products to Overcome Stigma

It is undeniable that sexual wellness has entered the mainstream, and the market is expected to expand. Many of those sales are driven by women, who have become more empowered than ever to buy sex toys and accessories — especially since the COVID-19 pandemic, when a significant consumer uptick made this shopping category more lucrative than ever.

Naima Karp ·
opinion

Tips for Making the Most of In-Store Marketing

When it comes to brick-and-mortar retail, getting shoppers in the door is only the beginning. Once they are inside, catching their eye and getting them to open their wallets is a whole other ballgame — both for retailers, who want shoppers to spend as much money as possible in their stores, and for manufacturers, who want that money spent on their products specifically.

Rebecca Weinberg ·
Show More