1. Who is your target customer?
"My shop mostly attracts an older crowd because the pieces I sell are more mature and are more suitable for home decor and furnishing. I do see quite a few younger faces, but they rarely buy anything. I call them my window shoppers."
2. What are your customers unmet needs?
"I try to offer a wide selection of art from wall paintings, to picture frames, to unique trinkets that customers can't find everywhere. I also offer to custom frame wall paintings in-store so customers don't have to go elsewhere to get that done."
3. What are your customer's demographics?
"Well, like I said, I attract an older crowd that is settled down and has a bit more money to spend than younger folks. I find that a pretty even number of men and women shop in the store honestly, but probably a bit more women. I would say the target age range is 40's to 60's. However, I do see some young folks like I said, who are in their mid 20's or so who occasionally may buy a piece."
4. Do your customer's use social media?
"oh, I'm sure they do in this day and age, especially the younger ones. Everyone's on their phones in here and lot's of people like to take pictures in the store for future reference if they are undecided and want to come back another day. I'm not really on any platforms right now, but I'm looking into that.
Based on these customer demographics, I interviewed an older man and an older woman (who preferred to read the questions aloud as you will see), and I also interviewed a girl about my age. Prior to conducting the interviews, I asked each of these people if they enjoyed shopping in home decor/ art galleries to make sure I was questioning the right target customer. Note, two of them wished not to be shown in video so I recorded their feet for privacy. Unfortunately, the camera stopped recording on my last interview, but I have supplied this Q&A below:
Question: Do you enjoy shopping in art galleries for art and home decor?
Answer: "I would like to go to art galleries, but there's not any art galleries where I live. But I certainly do like shopping for home decor and there is a lot of that around here."
Question: What are your unmet needs when it comes to shopping for art and home decor?
Answer: "I don't really feel like I have any unmet needs because I am an interior designer and that is what I do for a living."
Question: Do you prefer shopping in store or online?
Answer: "I definitely prefer shopping in store for both art and home decor. I have to see it in person for me to know if I like it or not."
Question: What social media outlets do you use?
Answer: "I do, but not as much as most people. I am on Linkedin and Facebook."
Well, the owner was right that she offers something unique in that there are few art galleries in her area, as the woman I interviewed said it is hard to find art, but easy to find home decor. I think the owner needs to make a social media presence to attract more of the young market that she doesn't saturate currently; the young interviewee commented that she would definitely be encouraged to shop in more art galleries if she were exposed to more content on social media sites like Instagram. Everyone said they preferred shopping in store for art and home decor, however, because they like to look, touch, and feel the product they are after and enjoy the one-on-one associate interaction. So, I don't think it is necessary that she move her shop online or become a multi-channel business, but I do think marketing on Facebook and Instagram would be a great idea to attract more customers and let them know what she offers in terms of product selection and uniqueness.
Hi Analeis,
ReplyDeleteThis assignment I believe was a little more difficult in that it required interviewing not only the business owner, but also the customer who falls in the twenty percent range. Although the business owner did not want to be recorded, you did a great job with answering the questions needed in this assignment. I also agreed with your comment of the business owner needing to explore on-line marketing. This a huge market that is untapped for her business.
I noticed in your first customer interview when you asked the gentlemen if he preferred to shop in the store or online, you followed that question with “I assume in-store, so you can have the connection”. Although the customer immediately followed with “in-store”, in future interviews, I would omit any leading questions, to truly understand the customer’s thoughts. The second interview where the customer was reading the questions helped with this.
This was the first assignment I did not complete therefore, I’m unable to share my blog post.
Unfortunately since art is in general pretty expensive for most people, you don't get to see too many stores selling art. For example, $50 for a picture may be too expensive for a lot of people for just a picture. I do love shopping for art but I also understand why there aren't too many art galleries and stores. Great interview.
ReplyDeleteGreat post! I think the interview was good and the owner had great answers. I totally agree with you about the social media. I also think they could do well opening an online store or an etsy. That would help expand the customer base. Even an instagram, like you suggested would be great because customers could follow and see pictures they like and then going to buy it. Great post you can see mine here: http://collinpd.blogspot.com/2016/02/the-twenty-percent.html
ReplyDeleteAnaleis,
ReplyDeleteGood job on this assignment. Although recordings were not included, I still think you providing valuable insight into the owners knowledge of her target market. It appears that she is doing a good job targeting the older folks who are more interested in her art, and recognizing that many young people do not have the money to purchase. However, I agree on the point that she is missing out on advertising opportunities through social media. Art is so easy to represent in pictures that there is really no reason she should be utilizing this marketing tool. I came to similar conclusions in my reflection, and think that the business owner I interviewed should have a stronger presence on social media as well. You can check out my post here: http://apentrepreneur.blogspot.com/2016/02/the-twenty.html
Alex
Hey Analeis,
ReplyDeleteI think you did this assignment very well and I can tell you are very dedicated to this class. It is hard to critique your work because it touched every point of the assignment very well. I agree that the owner should expand into social media but she should focus more on advertisement rather than selling. Virtually everyone is going to need to come in and talk with the curator and see the art in person.
Analeis,
ReplyDeleteI am astonished by the amount of future work you have already completed. I admire your dedication and commitment to this class. I honestly wish I was more like you!! I think you did a fantastic job on this assignment and I really agree with Zachary that the owner sould expand to social media advertising. Social Media is the easiest way to reach your target audience and to see which tactics are working and which aren't.
Check out my blog below!
http://laurnetz027.blogspot.com/