Why clothing retailers are stupid and how and why they should be much smarter
January 23 2011, 7:43 AM
I received a stupid email from a large clothing retailer telling me about
their spring lineup. It's stupid because it is -17C today and it is likely
going to be unspringlike for many weeks. I am sure there are a small number
of people who are interested in that, but that number is just that: small. From their viewpoint, they may do that because they have those clothes
there now and they want to start selling them. Or the winter clothes they
have are now on sale. I'd argue that a smarter approach would be to not just get the customers
name and email address, but get their preferences as well. For instance,
I'd like to state that I only want to hear about deals on seasonal
appropriate clothes, and then they could check the temperatures and send me
notifications only at the right time. Or tell me of winter deals at the end
of winter, even if they are only online (which would also be a chance to
ask me if I want to see other things, like jeans or long sleeves shirts
that can be worn in winter or spring).
-----------------
Sent from my BlackBerry Handheld.
their spring lineup. It's stupid because it is -17C today and it is likely
going to be unspringlike for many weeks. I am sure there are a small number
of people who are interested in that, but that number is just that: small. From their viewpoint, they may do that because they have those clothes
there now and they want to start selling them. Or the winter clothes they
have are now on sale. I'd argue that a smarter approach would be to not just get the customers
name and email address, but get their preferences as well. For instance,
I'd like to state that I only want to hear about deals on seasonal
appropriate clothes, and then they could check the temperatures and send me
notifications only at the right time. Or tell me of winter deals at the end
of winter, even if they are only online (which would also be a chance to
ask me if I want to see other things, like jeans or long sleeves shirts
that can be worn in winter or spring).
-----------------
Sent from my BlackBerry Handheld.
674 views and 1 response
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Jan 23 2011, 9:35 AMJoanne MacDonald responded:With all due respect....
You expect retailers to "check the temperature" and send you
notifications only at the right time."???!!!
(Here's a news bulletin for you...and again, no offense intended)
Large clothing retailers don't give a rat's ass what WE want, they just want to push their product!
Yes, of course it would be "nice" if they would cater to the consumer's every whim, but that is NOT practical, feasible, nor is it possible to "custom tailor" mass advertising mailouts in today's highly competitve retail market.
In the meantime, if it aggravates you to this extent, then I would have them remove your name & address from their mailing list. ....Easy Breezy! : )