The 5 Things Customers Really Want

Consumer insights on what your customers really want

Great webinar presented by T. Scott Gross, entitled “The New Realities of Retail: What Your Customers Really Want.”

Much of Scott’s presentation was based on how millennials’ demands are changing the retail environment.

Millennials want:

  • Instant feedback — and a lot of it
  • A clearly defined deal — they don’t trust the seller
  • Customization — they are unique, they want something that is unique to them
  • Work-life balance
  • Access to the top — the senior people of your organization
  • A lot of time and service before you earn their loyalty

As such:

  • Sales people are no longer sales people, they are sales associates
  • 70% of employees are not in the right job
  • Leadership is uncertain about how to manage and please this new generation
  • Antagonistic systems are in place that frustrate the sales associate and the customer

High-performance teams, that today may include four, or even five, generations need:

  • Skin in the game — compensation tied to performance
  • A cause to work for that’s greater than themselves
  • Freedom of choice — to do the job how they want
  • A visible score that changes frequently (see “instant feedback” above)

The five things customers today really want are:

  1. Knowledgeable/available staff that: speaks the language of the customer; knows you; can predict your needs; leaves you alone when it’s appropriate and is there when you need them; protects you from yourself; tells it to you straight; and, shares secrets.
  2. Likable staff that: makes you feel good about yourself and your environment; are friends rather than adversaries; engage in a dialogue with you.
  3. Price that represents value — make the value tangible; make it real; make it personal and customized for the individual.
  4. Easy and convenient — easy to park; easy to pay; values your time; easy to maneuver in and out of the store.
  5. Fast finish — know the difference between buying mood and leaving mood; no last-minute sales (e.g., extended warranties).

What do you see your customers really wanting?


About Insights From Analytics

Integrated marketing professional who generates insights from analytics to increase revenue. Daily blog now resides at
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