I've been thinking lately about what it takes for a brand to really know their consumers. Yes, facilitating and sustaining an ongoing dialogue with them is an important commitment to make, but there are also relatively small things brands can do to ensure they are keeping in touch with their customers.
I noticed one of these small gestures happen a few months ago when shopping with my fiancé at a Camper store in Boston (for those not familiar, Camper is a European shoe brand known for contemporary, well-designed leather footwear)
After deciding which pair to buy, the sales associate asked to take a photo of him holding his newly-acquired footwear. He said that the company's marketing people like to get a look at their customers' personal style alongside their selected pair of shoes.
As a marketer, I thought - what a smart, low-effort way to (literally) get a snapshot of your customer. With this one small act at the register - and at no extra cost to Camper - the brand is able to capture a revealing slideshow of their customer base.
Whether used to match shoe model with customer style personas, or for inspiration from how consumers incorporate the brand into their look, this undoubtedly keeps Camper one step closer to their customer base.
photo source: www.camper.com
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