Order in the House

There's something about feeling like "you're getting a deal..." That is, about finding reason in chaos and reasonable pricing within all of it that makes you feel "special" when you find that one item that you're sure no one else has discovered...at that "today's sale price."  

There's that customer....

Then there's the knowing what you want, zipping in to get it, in the right color and size (or one of each), and the two minutes you have to spend looking for it - or you'll leave altogether - empty-handed.  And not think twice about it.

There's that customer too....

Which brings me to personas.

The great importance of personas: understanding your demo, how they think, function and move about your product - up against what you're about and then matching it all up.  I think it's objective number one to having your house in good order.  In good order gives you the ability to benchmark where your margins are, where they need to be and the practice of measuring their elasticity.  Otherwise, it's all shooting from the hip - a guessing game that forever continues and where no one really ever feels that special.  Which of course brings me next to brand....but that's for another day.