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How do you design with customer feedback in mind?

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Designing with customer feedback in mind is a key skill for merchandisers who want to create products and displays that appeal to their target audience. Customer feedback can help you understand what your customers want, need, like, and dislike, and how you can improve your offerings and presentation. In this article, you will learn how to collect, analyze, and apply customer feedback to your merchandising design process.

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1 Collect feedback

There are many ways to collect feedback from your customers, such as surveys, interviews, focus groups, reviews, ratings, comments, social media, and analytics. You should choose the methods that suit your goals, budget, and resources, and that reach a representative sample of your customer base. You should also collect feedback at different stages of your design process, such as before, during, and after launching a new product or display.

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Sunny D.

Home Textile ( Country Head marketing and Operations)
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Collect feedback from a variety of sources. This could include surveys, interviews, social media, and customer support tickets. Organize the feedback into themes. This will help you identify the most common pain points and areas for improvement. Prioritize the feedback. Not all feedback is created equal. Focus on the feedback that will have the biggest impact on your customers. Act on the feedback. This doesn't mean you have to make every change that is requested, but you should at least acknowledge the feedback and explain why you are not making the change. Communicate with your customers about the changes you are making. This will help them feel like their feedback is being heard and valued.

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2 Analyze feedback

Once you have collected feedback, you need to analyze it to identify patterns, trends, insights, and opportunities. You can use various tools and techniques to analyze feedback, such as qualitative and quantitative methods, sentiment analysis, text mining, data visualization, and statistical analysis. You should look for both positive and negative feedback, and prioritize the most relevant and actionable feedback for your design goals.

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Suresh Ramalingam

Product Manager | Retail operations consultant | BA Mentor | Behavioural science enthusiast
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Why analysing feedback, look for bias in customers feedback or response. This will help us uncover the right insights to backward integrate into our product design. Some of the biases we have observed are social bias, unconscious or implicit bias, confirmation bias to name a few.

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3 Apply feedback

The next step is to apply the feedback to your design process, by making changes, improvements, or adjustments to your products and displays based on the feedback. You should test and validate your changes before implementing them, and measure their impact on your performance indicators, such as sales, conversions, retention, satisfaction, and loyalty. You should also communicate your changes to your customers, and thank them for their feedback.

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4 Iterate feedback

Designing with customer feedback in mind is not a one-time activity, but a continuous cycle of collecting, analyzing, and applying feedback. You should always monitor and evaluate your design outcomes, and seek new feedback from your customers to keep improving your products and displays. You should also create a feedback culture in your organization, and encourage your team to share and learn from customer feedback.

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5 Learn from feedback

Designing with customer feedback in mind is also a learning opportunity for you and your team. You can use feedback to understand your customers better, to discover their preferences, behaviors, motivations, and pain points, and to anticipate their needs and expectations. You can also use feedback to identify your strengths and weaknesses, to benchmark your performance against your competitors, and to innovate and differentiate your products and displays.

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6 Benefit from feedback

Designing with customer feedback in mind can bring many benefits to your merchandising business, such as increasing customer satisfaction, loyalty, and advocacy, enhancing your brand reputation and image, boosting your sales and revenue, reducing your costs and risks, and improving your efficiency and quality. Customer feedback can also help you create a competitive advantage, by enabling you to offer products and displays that meet or exceed your customers' needs and desires.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Takeela Rochelle Eaglin

Professional Actress at Julie Goldman Associates/ Store Manager@ Walgreens/Casting Director/
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I take a look at my sales report. Owned brands retail items makes up 70% of my sales so l order up to customers liking. You got to consider if Holidays are coming up and are there events in the local area to drive sales. I seek out a great location in my home store and merchandise items in the lobby. I seek open door suggestions from team members as well. My next step would be looking at my hourly sales and express to team members to make sure they’re showing excellent customer care by walking customers to each product. Overall sales would be successful. I tell my team to stay Courageous, be Curious, connect, and take action on being committed to our retail community.

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Suresh Ramalingam

Product Manager | Retail operations consultant | BA Mentor | Behavioural science enthusiast
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Jumping the feedback loop, we can also consider Community generated data such as product reviews, influencers recommendations and social media ratings, is a great way to generate insights to improve product design. This can be a section by itself on how to build customer focused products and services

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How do you design with customer feedback in mind?

1

2

3

4

5

6

7

1 Collect feedback

2 Analyze feedback

3 Apply feedback

4 Iterate feedback

5 Learn from feedback

6 Benefit from feedback

7 Here’s what else to consider

Merchandising

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How do you design with customer feedback in mind?

1

2

3

4

5

6

7

1 Collect feedback

2 Analyze feedback

3 Apply feedback

4 Iterate feedback

5 Learn from feedback

6 Benefit from feedback

7 Here’s what else to consider

Merchandising

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