Tutorial Week 5 – Some GUIDES✔
Obtaining information needed would help companies to gain customer insights. Using such
information obtained, companies understand customers better and make informed decisions for
their future marketing programs.
Hence, week 5’s tutorial discussion is mainly to think about specific information needed by your
company, and then decide how to obtain such information.
The information needed can be obtained through marketing research (e.g., survey questionnaire,
focus group and etc.) or marketing intelligence (getting competitor's information through online,
observing consumer conversation through social media and etc.).
For example, you might want to set a price for your company’s new product. Before deciding a price,
you would like to gain more information first. At the end, you want your customers happy to pay for
it. You can choose to obtain useful information through marketing intelligence. Obtaining the list of
prices that your competitors offer could be one of the ways. On other method, you may conduct a
marketing research. By asking respondents, you may find out whether price is the main concern in
purchasing the product that you are going to offer.
Customer experience:
Fashion shopping has never been more competitive, with recent high-street closures and an ever-
growing list of online retailers. In a world of hyper-adoption and hyper-abandonment, providing a
positive customer experience at every stage of the customer journey is critical. To build customer
satisfaction and loyalty, both digital and physical touchpoints must function together seamlessly.
We may conduct a marketing research to ask respondents whether the shopping experience is
comfortable or the experience of online shopping matches in-person shopping experiences so that
we can improve our company’s services.
Customer demand:
Fashion and consumers themselves are changing quickly. With new trends emerging on a regular
basis, customer tastes change in the blink of an eye. Fast fashion necessitates companies reacting
rapidly to customer demand and developing new market strategies. Insight communities allow us to
bring the perspective and needs of our consumer into the product development process early on.
We can use marketing intelligence, such as product feedback, purchasing patterns, and requests sent
to our Customer Centre, to forecast demand and make product improvements.
