Giraffe Forum

I often exhort people to observe their customers trying to use their website. Sometimes this comes out as “you should do some usability testing” which sounds nerdy and doesn’t really show the centrality of observation in managing in customer centric way. This story about British retailer Tesco illustrates it perfectly….. Tesco are opening stores in California a notoriously competitive market for supermarkets. How do they ensure they get everything right for this new market? They observe the customer of course. Tesco set up a trial store and execs posed as Hollywood film producers making a movie about supermarkets inviting “customers” to “act” as extras and use the store. They analysed the resulting film to get the design and stock decisions right for their new market. Read the full story at Business Week Online