Understanding my Client's Needs
Understanding my client's needs is what will help push my retail business towards maximum success. Sitting down and talking to three potential customers was a big eye-opener because they mentioned things I never took into consideration. One, making my store appeal to all sizes and genders since that is what I am promoting. Two, having reasonable pricing for clothing and not charging as sizes go up; but having a set price. Third and last, making sure the store has bigger dressing rooms with mirrors inside.
The first point, about making the store really stand on its idea of promoting body positivity for bigger & taller men and women was a big concept. I already knew that I would make sure to have all big and tall sizes readily available in the store but, I never thought about the appearance outside of the store. I was given the idea to have posters of bigger men and women on the storefront windows. Also, having bigger and taller mannequins that resemble the customers instead of the generic skinny and short ones that are normally seen in stores. Also, having representation as well. Meaning, having bigger employees work on the floor. It is important that customers feel comfortable while shopping. What is more comfortable than seeing someone who resembles you? Customers would feel more comfortable and confident asking for help and seeking advice. Also employing more men. Usually, retail stores have more women than men working and helping clients. Representation is important for encouraging confidence.
Second, having reasonable pricing! Yes, it requires more fabric for a 2x female than it does for a medium-sized one… but the prices should not jump drastically. Maybe by raising the prices of smaller clothing and lowering the ones of those that are bigger, my store can sell clothes at a happy medium and provide inclusivity. My interviewee expressed that it is gut-wrenching seeing the prices jump by a couple of dollars just for being bigger [taller] than “normal.” She felt singled out and humiliated. I believe by selling all sizes at the same price it’ll encourage sales.
Lastly, I never thought about dressing rooms. Promoting and targeting big and tall people means needing to plan to also provide big and tall things like bigger dressing rooms, bigger mirrors, and bigger walkways.
Interviewing potential customers is important for businesses to do because the business only succeeds if the customers are satisfied. All feedback is good feedback. I did not take into consideration any of these three concerns but I am so happy they were said. Now, I feel more confident in providing a user-friendly, happy, place for my future customers to feel like their best self in!