SSR.A405 Profile the customers for your merchandise

Transcription

1 Overview This standard is about profiling the customers for the merchandise you offer. This requires use of a variety of sources to produce a profile that takes account of the various factors influencing how customers will react to the merchandise. You will also need to work with colleagues to develop a common understanding of the profile of customers. SSR.A405 1

2 Performance criteria You must be able to: P1 obtain up-to-date and accurate information on customer characteristics P2 P3 P4 P5 P6 P7 P8 on an on-going basis gather information using an effective range of relevant and reliable sources according to the customers and merchandise in question ensure you have sufficient information to build and maintain an accurate, current and complete picture of customers accurately identify the market segmentation of your customers and the target segments for your merchandise develop a profile that accurately describes the customers for your merchandise in terms of their: P5.1 needs and wants P5.2 demography, lifestyle and other socioeconomic factors P5.3 buying behaviour regularly challenge, evaluate and update the profiles your organisation uses produce and communicate customer profiles clearly in line with organisational requirements liaise with colleagues to develop and maintain a shared understanding of your customers which can be used to guide decision-making SSR.A405 2

3 Knowledge and understanding You need to know and understand: K1 K2 K3 K4 K5 K6 K7 K8 K9 the benefits and limitations of the range of sources used to gather information on customers the importance of having enough information to build and maintain an accurate, current and complete picture of customers and what to do if any essential information is missing why you should continually challenge, evaluate and update profiles and the implications for the company of not doing so the principles of market segmentation and how to identify which target segments are appropriate for your merchandise the groups of characteristics that can be used to describe customers in terms of their: K5.1 needs and wants K5.2 demography, lifestyle and other socioeconomic factors K5.3 buying behaviour how customers wants, needs and buying behaviour are shaped by a variety of external influences what the principles are of customer relationship management and what systems are used by your company who your company requires you to communicate customer profiles to, and the accepted formats for doing so why it is important to develop and maintain, with colleagues, a common understanding of customer profiles that can be used to guide decisionmaking SSR.A405 3

4 Additional Information Glossary Formats [for customer profiles] The accepted formats for communicating customer profiles could include for example: 1 electronic 2 in meetings Sources [of information] There is a wide range of sources that can be used to develop customer profiles and the choice of which to use will depend on organisational policies and the nature of the merchandise. Typical sources would include: 1 competitor information (such as field reports, trade publications, stock-market analyses, etc.) 2 customer surveys 3 field research such as lifestyle studies 4 store visits 5 sales reports (including sales history) 6 published demographic statistics Links to other NOS SSR.A401 Forecast trends and developments impacting on range management and buying SSR.A405 4

5 Developed by Skillsmart Retail Version number 1 Date approved May 2007 Indicative review date Validity Status Originating organisation Original URN Relevant occupations Suite Key words January 2013 Current Original Skillsmart Retail SSR.A405 Retail and commercial enterprise; Retailing and wholesaling; Sales and customer service occupations; Sales related occupations Retail buying Retailing; retailers; buyers; buying; buys; profiles; profiling; assesses; assessing; categorises; categorising; products; produce; items; goods; stock; markets; marketing SSR.A405 5