Understanding the Consumer Mind

In his new book, Why Customers Do What They Do: Who They Are, Why They Buy, and How You Can Anticipate Their Every Move, retail expert Marshal Cohen outlines how retailers and marketers can reach consumers by understanding their needs and wants. Cohen, chief industry analyst for NPD Group, talked with JCK about how some of the concepts and strategies he details in his book can help jewelers improve their businesses. Your book talks about “relationship retailing”—connecting with customers in a way that makes them comfortable buying from you. How does this apply to jewelers? One of the advantages a jeweler has over other retailers is a built-in relationship with the customer. People come to a jeweler to make a major investment, whether it's buying a $100 item or a $10,000 item. Diamonds, in particular, can be such a blind item that there has to be a tremendous amount of t

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