Study 5

Case Studies/Additional

Traffic Building Measurement

Objective-- Identify key information about your customers.

Study-- It is very important to know who your customers are. Traffic building measurement is a key tool to do so. PulseBack can supply its field evaluators to your retail locations to determine exactly who your are (demographics), why they are there, if they bought something, and if so, why.

Understanding your customers better allows for more targeted programs to suit their needs. Simply put, if your actual customers differ from your hypothesized customers, programs should be instituted which better satisfy the needs of these customers. A satisfied customer equals a loyal customer, and one much less likely to spend their discretionary dollars elsewhere.

Result -- Traffic building measurement establishes key demographic traits of your customers to enable better targeted programs. It also helps create benchmarks for the amount of daily traffic in your stores, and the percent of customers making a purchase. Finally, it can help surface information about whether an issue exists attracting customers, or conversely, whether it delivers on their expectations once they are inside.

Image Gap Analysis

Objective-- Measure the differential between what your company is communicating to your customers and how they perceive you.

Study-- Many of our clients spend a lot of money marketing their product towards current and potential customers. Television and radio advertisements, affinity programs, websites and direct mail are a few of the tools they employ to drive home consistent themes to their customers -- "high quality, low prices, friendly staff, wide selection, freshness of goods, hip, etc. are just a few of the messages communicated. However, these messages are not always properly received by their customers. For instance, a company emphasizing its low prices may over time develop a perception as having "cheap" goods (in both price and quality). Conversely, a store that emphasizes better quality goods may develop a reputation (rightly so or not) as being "expensive." These perceptions can be costly if they are allowed to without intervention. PulseBack and its field evaluators can determine whether a gap exists in your communicated and actual image/branding.

Result-- Determine the efficacy of marketing programs. Are they communicating the proper message and is it being received by your customers? If not, image gap analysis helps to identify the gap and what needs to be done to correct it.

Continue on to Mystery Shoppers ...

Genesis Products Case Studies Pilot Tests Summary