Let's do the digital shopping experience as it happens but in real life. It goes something like this...
A customer walks into your shop, within a fraction of a second you rummage through their personal belongings. In those shopping bags, what have they bought today? Open the customer's purse or wallet, find their ID with their age and their location and review any old receipts to see what they have purchased recently. You then pull out your phone, snap a picture of your customer and send it to your network of retailers who promptly reply if the customer has visited their store, what they browsed and what, if anything, they bought.
You find in the shopping bags, that they have visited two clothing stores, one retro and one vintage and purchased two items, one pair of red vintage shoes and a 1950's cocktail dress. The network of retailers reports that the customer has also been to bric-a-brac, charity and antique shops, as well as low-end retailers such as Primark and Blue Inc, The customer made purchases of children's clothes in these stores. The customer is a middle-aged female, living in a less affluent part of town.
You use this information to make the following assumptions:
- The customer has a low disposable income. Justification being the shopping in low-end and second-hand retailers, as well as an address in a less affluent part of town.
- The customer is heavily interested in retro fashions and furnishings, justified by the recent shopping habits
- The customer is has a young family, as the customer had young children with her and made purchases for them in Primark
Using all of this evidence you make some logical assumptions to profile the customer and assess their needs, so you approach the customer with a small selection of books you may believe to be of interest. Some books on retro fashions and antiques, a few books on managing personal finances, raising a family on a budget and some educational children's books.
The reality of the customer is actually this:
- The customer is actually part of a local amateur dramatics society, her recent shopping habits were for a production of "The Great Gatsby", hence the retro fashions and antiques.
- The customer has no children, the children in Primark having purchases made for them were actually her nephews, the customer was using them to make sure the clothing for the extras in the production, played by children, fitted them comfortably
- The customer is currently having a house built for her and her husband in a rural area, the current address is a six month let whilst the work is carried out. The customer is actually wealthy, having made enough money to retire and follow her passion for amateur dramatics
The customer ultimately rejects your understanding of who they are, possibly insulted, promptly leave your store.