In Good Company – Alanna Shipley, Director of Global Shopper Insights
As the director of Global Shopper Insights, Alanna Shipley’s job involves dissecting the mind of the consumer. Learn more from our “In Good Company” series.
Transcript
I am supposed to bring to life the
consumers thoughts from a shopper
standpoint that means giving feedback on
what’s happening within our retail
stores what’s happening within our
wholesale accounts like JCPenney Kohl’s
and I’m really bringing their voice to
life within the company I have always
been interested in psychology and
business and I like to call insights as
the psychology of business and that you
are really trying to dissect the mind of
the consumer and what’s happening with
them my parents say that I am like nosey
but I would just say I’m curious and why
I why is exciting for me to really take
the consumer a simple decision as making
a jean purchase and me just continue and
ask them why well why did they make the
purchase well why did they purchase it
here there was a situation where we were
really just trying to understand how do
we connect with the consumer on a more
personalized level well we were hearing
from consumers is that they would
actually take their jeans and do
something to it almost treat it like a
canvas understanding just that one
little insight is what turned into the
tailor shops within our retail stores
now
so I think one of the main
misconceptions about consumer insights
in jeanral is that it’s easy people will
do one thing but say another thing so
you can’t just watch what they’re doing
and assume things and that really
translates into how do you make a proper
research design how do you actually take
what we are looking for and
understanding that what would that mean
for our consumer
