I’ve had three pivotal experiences working directly with consumers:

  1. During college, I worked at Gap and Abercrombie & Fitch (yes, the days of pumping perfume into the store and rolling up shorts). This experience gave me firsthand exposure to retail operations and customer interactions.
  2. Later, I partnered with cultural anthropologists, conducting in-home visits to observe how consumers used products. This process not only validated or disproved our hypotheses but also uncovered new insights.
  3. At Estée Lauder, I was required to work a day in retail. My shift was in December at Macy’s Herald Square. Clinique alone could generate over $1 million in sales a day during the holiday season. It was an eye-opening experience that offered invaluable lessons.

Through these experiences, I learned several key lessons about consumer behavior:

Personalization Drives Engagement

Consumers are more likely to make a purchase when they feel understood — whether they prefer being assisted or left alone or have style preferences. Building rapport and customizing the experience leads to increased sales.

Promotions Influence Purchases

Many consumers are motivated by discounts and deals. Learning to upsell or cross-sell by leveraging promotions or bundling products taught me how these tactics can drive conversions and traffic.

Speed is Crucial

Customers want efficient service. Whether it’s finding an item, completing a purchase, or getting assistance, speed is essential. I learned the importance of reducing wait times and ensuring all areas of the store/site were staffed for prompt service.

Visual Merchandising Impacts Buying Decisions

Store layouts, window displays and signage (simple=better) have a powerful effect on attracting consumers and influencing their purchasing decisions. Adapting visual merchandising to trends and promotions can significantly boost sales.

Product Knowledge Builds Trust

Consumers expect employees to be well-versed in the products they’re selling. Proper training equips staff to answer questions confidently and showcase key product benefits.

Customer Loyalty is Earned Through Consistency

A great product alone isn’t enough to secure customer loyalty. Consistent service as well as transparent inventory and pricing all contribute to a positive experience that keeps customers returning.

Handling Difficult Customers Teaches Problem-Solving

Dealing with challenging customers and situations taught me the value of patience and conflict resolution. I learned how to diffuse tense situations while maintaining a calm environment so that other customers weren’t affected.

Cumulatively, these experiences have shaped me as a leader. I firmly believe that beyond an outstanding product and resources (your team and financial capital, etc.), the key to long-term success lies in understanding and serving your customer. The closer you are to your customer, the more value you can create.

Emily Culp is the chief brand and strategy officer at BodyHealth and a board member for Stio, Mizzen+Main, and Cordial.

This article was originally published on Culp’s LinkedIn page and has been republished with permission.