Lessons from a Professional Shopper: If Customers Come First, So Should Ecommerce

After 20 years in the retail industry, I consider myself to be somewhat of a professional shopper. Throughout my shopping experiences around the world – both personally and professionally – I’ve acquired a good deal of knowledge about how people shop, what makes them tick and how the industry has shifted. But ask me what the most valuable lesson I’ve learned in retail is, and I’ll tell you, without fail: The customer must come first — no matter what.

Now, it might not seem like the most novel lesson learned, but it’s absolutely the most crucial. And as technology begins to dominate the retail industry — with much of our work growing more automated and expedited — keeping the consumer top of mind isn’t antiquated thinking; rather, it’s the necessary key to any innovative and successful ecommerce business.

This is a lesson I learned in the trenches: Before coming to Levi Strauss & Co., back in January of 2011, I took a leadership role at Walmart’s ecommerce division precisely around the time the brick-and-mortar retail world looked like it was set to implode. Yes, even the country’s biggest retail chain was struggling with the rapidly evolving realm of online shopping. Same-day delivery, mobile optimization, enterprise search — these were issues that, suddenly, every retailer in the world had to address, immediately. It was a tall order, to say the least, but it was an incredibly valuable experience.

At Walmart, I saw firsthand that in the digital era, perhaps more so than in any other point in history, brands need to have a relentless focus on the shopper. They’ll tell you how they want to shop, what they need to shop and what your company can do to make it happen. And trust me, should you choose not to listen — your consumers will indeed shop elsewhere.

Evolving great brands like Levi’s and Dockers to be relevant to the next generation of shoppers is the reason I work at Levi Strauss & Co. Of course, we have a lot of work to do…that’s the exciting part as there is so much opportunity. Levi’s and Dockers are great brands that the consumer knows and trusts. My challenge now is to make sure that the next generation of consumers can shop Levi’s and Dockers the way that they expect to shop.

When I think about how my kids like to shop, it’s a totally different experience for them. First, they don’t need to go anywhere…they just grab my iPad and start shopping. Sometimes it is with a specific item that they “must have” or sometimes it’s just looking at what’s new. They expect to find it all online and they expect it to be easy to find. As they are searching, they sometimes want to get a friend’s opinion so they will email or share on social media.

They always expect to get the lowest price (they know that, if I am paying, I am checking the cart before they buy) and they know how to check to make sure they are getting the best deal. Often when they are buying on their own, they ask if I am paying for shipping. I think I have them trained that shipping is part of the price so they also know how to find a deal that includes free or low cost shipping.

And, speaking of shipping, while I’m focused on price, they are focused on getting it fast…patience is low and attention spans short. They start checking the door for packages the next day. After two days, it’s late and they are both disappointed and have moved on. And, unless they are so impatient that we need to pick it up same day in store, they may not have entered a store.

Here at LS&Co. it’s my job to make sure our customers can shop when, where and how they want to shop. I need to make sure there’s a straight and seamless path from social media, mobile, and online search to our stores and back to our online shop. The world of shopping is still evolving (and, it will never stop), so there are inevitable wins and some losses, but as a company, we have to learn from both and adapt quickly.

Essentially, it’s my job to make the ecommerce experience at LS&Co. as easy — if not easier — than walking into a brick-and-mortar Levi’s® store and grabbing a brand new pair of 501 jeans off of the shelf.

It’s an exciting task, and I love a good challenge. Every day at Levi Strauss & Co., I continue to be guided by the most valuable lesson I’ve ever learned — that the consumer must always come first, no matter what technology throws at you.

Now, I’d love to know: What’s your biggest retail lesson learned? Also, what brand operates with the consumer at its core and why? Please share in the comments below.

Photo: LDProd/Shutterstock