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?