A2 Cartoon: Getting Real About Customer Insight

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Re: So sad but still true
  • 10/1/2014 9:05:14 AM
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@Terry they use the same line at CVS. It's probably in some kind of universal script for cashiers.

Re: So sad but still true
  • 9/30/2014 5:59:21 PM
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@Pierre, but the retailer can gain the same insight by analyzing purchase data, true?

Re: So sad but still true
  • 9/30/2014 5:38:32 PM
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So why do my local Safeway cashiers always ask me if I found everything I was looking for? Are they just being polite? Is it a union concession? Are the responses being collected and tabulated back at Grocery Central?

My sense is it's a store policy and they'd probably send someone to grab something I couldn't find or forgot.

Anyone else have this experience?

Re: Yeah right,
  • 9/30/2014 5:15:23 PM
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Areilla, a number of stores are failing that, but some realize when such a failure will cost.  Best Buy did a while back when it realized that customers showroom in its stores, comparing its prices with Amazon.

Re: So sad but still true
  • 9/30/2014 5:13:14 PM
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Beth, you're right that cashiers focus on output - getting customers cahsed out and moved on.  But they can noticed by some observations if customers are picking up more of certain items. I've had a few chatty cashiers who have done this.  Some of those observations can be valuable to a retailer as ideas to start thinking about how item discounts can be grouped together for more sales.

Re: So sad but still true
  • 9/1/2014 7:02:14 PM
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Hi Pierre. I don't think that awareness is necessary, though -- unless we're talking about a boutique store, cashiers need to focus on getting customers through their lanes quickly and without incident to help build their satisfaction with the shopping experience. That should be their role, not in measuring and recording customer sentiment at checkout. If a retailer wants that, it can install video cameras and run analytics on those feeds.

Re: Yeah right,
  • 9/1/2014 6:49:23 PM
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Some of us don't need any special insight, just willingness and ability to resolve problems combined with control over inventory that assures the shopper that special promotions are available for purchase -- somethign some stores fail a lot on for back to school specials. 

Re: So sad but still true
  • 9/1/2014 1:58:03 PM
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You raise a great point Beth about what awareness is needed at the point of sale. A sales clerk woould need to have some level of an analytical mindset - not necessarily having recall of a dashboard, but instead being able to monitor how customers are purchasing in general, then providing some level of feedback to management so that analysts can further develop the comments and live insights into meaningful models.

Re: Yeah right,
  • 8/31/2014 9:49:34 PM
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Oh, nice point.  Prediction - new ways to let people know what to expect.  Not sure of an answer, but that has to come given the incidences with Facebook Messenger, and other apps.

Re: Yeah right,
  • 8/31/2014 7:17:43 PM
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That calls to mind what disclosure has become: a checkbox that gets blindly selected by all of us before proceeding to any online purchase or application download.

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