The importance of knowing what your customers want

Many of you will remember the frustrated attempt by GAP to change their logo in October of 2010. The new version was black, with more-rounded letters. The brand requested new ideas from its clients on Facebook and they received the worst feedback possible. This included comments such as “it’s horrible,” “I hate it,” “go back to the old one already,” etc. The new GAP logo died at only a week old thanks to the pressure of fans on social media! GAP admitted that it was a failure, and that they had missed out on a great opportunity to collaborate with their online community.

An opposite and more current example is how Girona FC has chosen to change their new logo. With the slogan “you choose the new crest,” they set up a website where club members can vote between two new logo options and rate the different elements of the crest or what the logo contains. For example, they rated the crown on the current crest very poorly, and the club subsequently decided to remove it, as it didn’t have enough approval. It was rated a 4.8 out of 10. On the other hand, the remaining elements like the water, the name of the club, the white and red stripes, and the flag obtained higher ratings, between a 7.5 and 8.9 out of 10.

These are two different examples of a logo change, with two completely different messages. Gap did not communicate anything to their customers nor involve them in the change. Girona FC made the club members the protagonists and made it clear that the new logo would be decided democratically. It is the club member/customer who will vote and decide, and the design with the most votes will be the one chosen. On their website they highlight the importance of the decision and tell their members that for the first time in their 90 years of history it will be the club members themselves who will choose the new club crest. How would you feel if you were a member of Girona FC? What sort of values would you think the club follows? How many members will have talked about their votes and ratings with friends and family?

In retail, when it comes to designing collections, every retailer would love to have a crystal ball in order to see which ones are going to sell the best. We would have liked to have designed this retail crystal ball, but we knew it was impossible. What we did know was that the people who receive the most input from customers on a daily basis are the teams that are in the stores themselves, and that this input does not easily make it to the headquarters where the decisions are made. And that the most important thing in retail is making the right choice when it comes to selecting the product and knowing what our customers want. Normally, retailers set up showrooms, product presentations, trips, etc., but these are inefficient and expensive processes. That is why we created wemuse. It is a very user-friendly tool for internal communication that connects stores to headquarters, in order for teams to evaluate both finished products as well as future launches.

We have achieved three very important things – creating more cohesive teams, allowing them to feel truly listened-to, and making it possible to find out quickly and efficiently what customers want.



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