A blog series on Shopper Marketing.

By Cyndi Pyburn

The significant role of ‘President’ of a company, conjures up many images:

  • Strategizing in a fancy corner office.
  • Standing at the head of a 40 person boardroom table.
  • Being hounded by media for opinion.
  • Flying for global meetings.
  • Tirelessly working 24/7, literally!

Today’s savvy retail President perhaps does some or all of the above.  But one thing is for sure:  the grounded President walks the retail floor, often incognito.  Why?  To keep it real.  Living in the customers shoes from the top of the heap can sometimes be humbling.  Here are a few things that Presidents have learned:

  • How to shop like a woman – the average female is 162.5 cm (5’4”).  Can she reach the items displayed or stored at the top of the shelf?
  • How to be patient – when faced with long lines or self-checkout that doesn’t work, what is the associate response?
  • How to understand price sensitivity – with a price mindset, can the best deals be easily spotted?
  • How to be a parent –can the purchase be successfully made with strollers and kids in tow?
  • How to gain product knowledge – is a sales associate to be found?  Can he or she provide sound advice?

Only by living in the shoes of customers, can game-changing problems be solved.  Call them down-to-earth, approachable, or savvy, these Presidents are living proof that they care about the customer experience.  These five examples turned into problem-solving decisions that have helped the customer and ultimately, improve the bottom-line. Presidents conduct their own store walkthroughs, their own research (okay, perhaps no statistical significance here).  It paves way for new ideas, to hopefully test in stores on the way to building brand affinity.