Click on this link to a informal yet insightful piece of retail marketing analytics.
The author posed as the uncle of a 15 year old and quizzed 100 video game retailers on their recommended gaming system for that age group and the pros and cons of each of the 3 major systems (xbox 360, PS3 and Nintendo Wii).
For me, the results are only half the story. The important take away for companies like these video-game console makers that sell through retail channels is the the influence and importance of the employees’ opinion and knowledge. Now this same insight may not carry forward for CPG’s where the purchaser is often the consumer (eg. moms) – but there are many products where this isn’t the case and thus there is a lot of responsibility on the employee to fill the knowledge gap. As a manufacturer – do you step in and train your distribution partner’s staff? As a retailer – do you volunteer to increase the quality of workers by more pay or other incentives? It is a tricky problem that more retailers are having to face as the demand for service goes up.
Did you notice the first comment?
“I work at Gamestop, and I get yelled at if I flat out say, “This is the best choice”. I have been told that we are only supposed to inform and let the customer decide. You had very, very bad Game Advisors, bad GA’s… “