Home > Features > Who Are Your Retail Customers? Exploring the Benefits of User Data • Bookmark   • Newsletters   • Register Search Options


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

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

January 2, 2015
Text size: 
View in Digital Mag
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
Yes, but in a few years
Out of 172 votes. Results based on votes submitted by members of XBIZ.net social network.

" 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. "

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. 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.


Dissecting an $11.9M Affiliate Marketing Judgment

The Federal Trade Commission scored another major win in early October when the 2nd U.S. Circuit Court of Appeals upheld a lower court ruling, requiring LeadClick Media LLC to pay an $11.9 million award. The... More »

Legal Protection for Amateur Shoots

Any adult industry professional who creates video content with actual first-time amateurs will come to an early knowledge that later performer regret is commonplace. Recognized performers who regularly... More »

Legal Options to Address Pirated Cam Performances

Many webcam performers have experienced a new trend in online piracy — the illegal recording and publication of live webcam performances. The “business model” is disturbingly simple:... More »
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.

Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Subscribe to XBIZ World magazine, the industry's leading e-commerce trade publication, delivering in-depth coverage of the online, mobile and ancillary digital markets.


XBIZ 2017

Jan 09 - Jan 13
Hollywood, CA

XBIZ Awards 2017

Jan 12 - Jan 12
Los Angeles, CA

ANME Founders Show

Jan 14 - Jan 15
Los Angeles Marriott Burbank Airport

Everything To Do With Sex Show

Jan 20 - Jan 22
Montréal, Québec
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!