Do you understand me?

I had the experience today of walking into a rather upmarket clothing store which catered for fashion for people in the 40+ age-group. While the clothes were very impressive and the layout of the store friendly and inviting, there was one rather glaring incongruency. Blaring from the loud-speakers mounted on the walls was hip-hop, R & B and rap music! I was left to wonder how many 40+'ers had come in and remarked that the music in the store was what they had in their CD collection at home!

I questioned a sales assistant about the music and was told that the sales staff decided during each day what they would like to listen to! Excuse me, but who is the shopping experience for anyway? The sales assistants or the customers? Surely the choice of music should reflect the ethos and target demographic of the store. If the sales assistants don't like the music - tough!

The broader question at play here is "Do I understand my customer?". If our aim is to meet the needs of our customers to generate sales, repeat business and referrals then surely it is up to us as business owners to ensure our customers' shopping experience is a happy one. This goes far deeper than whether we smile at them when they enter the store.

1) Does the decor reflect our store's ethos and customer demographic?
2) Is the music reflective of the same?
3) Are our customers offered value-add services as part of the deal?
4) Do our sales force know and understand the mission, purpose and values of the business?
5) Is our branding consistent with the ethos of our business?

These questions and many more deserve our full attention if our business is to fulfill its potential.