Keepers & Leapers
A retailer’s identity is determined by how well it fulfills the needs of its best customers. By Spencer L. Hapoienu. Some retailers think of their customers as one big group that looks like a stadium full of people all wearing the same home-team uniform shirts. In fact, there are always customers wearing different style home-team uniforms — some are even wearing the uniform shirts of the visiting team!
It would be helpful if customers walked into the store wearing an RFID tag that labeled them based on their shopping behavior or lifestyle and sent up a cartoon bubble over their heads so the staff would know how to treat them: "best customer" — white glove treatment; "moving away next month" — hold back the extra shot of espresso; "new mover into the neighborhood" — add the extra shot of espresso; "coupon queen" — direct to discount merchandise. continue …