Incorporating shopper feedback and staying nimble are key for retailers. With competition increasing for customers’ loyalty and dollars, online men’s apparel retailer Bonobos is pushing its team to pay more attention to its customers.
“We’re doing user testing once a month, we’re doing surveys once a month, we’re doing polls probably once a month,” says Dominique Essig, Bonobos’ vice president of product management and customer experience. “I’m really trying to reinforce to my team to also do more guerrilla testing, so sit in a Starbucks and ask customers how they feel.”
