TrafficCourt

Why Did Steve & Barry's Avoid Data Collection?

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This interesting analysis comes via one of our sister publications Multichannel Merchant. It looks at how Steve & Barry's did not do a very good job collecting and analyzing data on its customers.

Steve & Barry's does allow customers to sign up for e-mail notifications, but asks them solely for an e-mail address. No age-brackets, no income ranges, no idea the sex of the registrant. And without an e-commerce aspect or a loyalty program, it has no idea what its customer is… or was.

Selling $14.98 sneakers was a great addition to the low-price inventory. Marbury's idea was to sell a quality pair of basketball shoes that those less well off can afford. And the line expanded to running shoes, cross-trainers casual urban footwear.

But how many of those shoes were sold to the intended audience, and how many were bought by a 30-something writer and editor looking for a cheap pair of kicks?

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Elaine Misonzhnik

Senior associate editor Elaine Misonzhnik has been writing for National Real Estate Investor since June 2006 and has covered commercial real estate for more than 12 years. She first became...
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