With limited shelf space in their small boutique, every product choice had a big impact on the bottom line. Choose the wrong product line and items might sit for weeks or months without being purchased. Even worse, those items take up valuable space that would be better suited for a fast-selling product. Thanks to SMS text messaging surveys, the store’s owners were able to gather opinions on items they were considering before adding them to inventory. Here’s how they did it.
Customers who visited the store in the past were asked for their mobile numbers and the store built up a subscriber list of a few hundred shoppers. Each time a new brand or item was under consideration by the store’s Head Buyer, the company leveraged SMS technology to connect with previous customers. A simple survey was sent out via text message with a link to the product on a popular eCommerce site. The message was simple: is this a product you would like to see in our store? Not only did the replies indicate if the customers liked the product, but linking to an eCommerce site showed them the price-point as well. Customers that supported of the choice were explicitly stating that they liked the product…and implicitly approving of the price. When the results were not overwhelming, the Head Buyer chose not to bring the product into the store. Only when the survey results were overwhelmingly in favor of the item would the store stock it.
The practical application of this data meant the store was full of products that appealed to their current customers and the customers they hope to attract in the future.