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customer profiling

I submit to you two scenarios from my recent visits to our favorite home improvement place. Improving home improvement indeed…

Scenario I

  • begin very messy, dirty project
  • run out of essential item, or realize it never made it on the list
  • head to Lowe’s looking like the Lizard Man’s bride;
    complete with no makeup, crazy hair, and grubby work clothes
  • search hopelessly for item; layout makes no sense, the store is rearranged yet again
  • try to maintain patience and focus on finding item
  • just one more aisle; there’s NOWHERE else it could possibly be…
  • give up solo search
  • admit need for help
  • text message husband and declare family holiday because I actually acknowledged need for help
  • multiple choice:
    1. can’t find living soul to help
    2. finally find someone to help and forget what the hell it was I needed in the first place
  • leave store empty-handed

Scenario II

  • get dressed; light makeup, khaki capris, nice shirt, & short red heels with hair neatly pulled back
  • go by Lowe’s to get some ideas and check out materials for a few projects
  • just browsing and checking prices; no need for any help at all
  • help? who needs help? not me!!!
  • spend more time shooing away people than actually looking for ideas and prices
  • leave store empty-handed

3 Responses to “customer profiling”

  1. pretendingsanity Says:

    Home Depot is the same way. I’ve had people pass me by to help a woman who looked like she had money. GAH!

  2. auntie Says:

    Don’t you love that, I get that all the time. I used to walk around the Short Hills mall for fun all grubbed out to see the reactions. That’s another reason I quit my oh-so-short job at BB Pepper, high end clothes, because I didn’t like how they selected who they were going to help based on how much money it looked like they had. Wonderful!

  3. Ariel Gatza Says:

    There are actually plenty of details like that to take into consideration. That is a great point to bring up. I provide the thoughts above as common inspiration however clearly there are questions just like the one you bring up where the most important factor will be working in honest good faith. I don?t know if best practices have emerged around issues like that, however I’m positive that your job is clearly identified as a good game. Both girls and boys feel the affect of only a second’s pleasure, for the remainder of their lives.

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March 2006