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Banana Republic Speaks About Learnings From Their Panel of “Insiders”

The Women’s Wear Daily reported how retailers are finding new ways to leverage their customer databases to understand shopping habits and adjust the merchandise mix. Retailers gathered in Chicago for the RAMA (Retail Advertising and Marketing Association) conference this past February to share insights and best practices in the industry.

One such retailer is Banana Republic, where their database is used to find brand-loyal consumers who make up an “insiders panel” that is polled regularly using Vision Critical’s Panel+^TM. Tamra Krefman, manager of consumer strategy at Banana Republic, speaks of unique findings learned from the panel. For example, Jennifer Aniston and Reese Witherspoon are the celebrities shoppers most associate with the Banana Republic brand.

Tamra Krefman, manager of consumer strategy at Banana Republic, said the panel is a cost-efficient way to get feedback fast. It's about coming up with a quick and flexible way to do research," she said. "If there is a decision that needs to be made soon, we can easily put together a survey, throw it out to our panel and get responses within a few days."

To see more about how Banana Republic uses their panel, click here to view the presentation.

To read the article, click here (subscription required).

Posted on March 4, 2008
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