This interesting analysis comes via one of our sister publications Multichannel Merchant. It looks at how Steve & Barry's did not do a very good job collecting and analyzing data on its customers.
Steve & Barry's does allow customers to sign up for e-mail notifications, but asks them solely for an e-mail address. No age-brackets, no income ranges, no idea the sex of the registrant. And without an e-commerce aspect or a loyalty program, it has no idea what its customer is… or was.
Selling $14.98 sneakers was a great addition to the low-price inventory. Marbury's idea was to sell a quality pair of basketball shoes that those less well off can afford. And the line expanded to running shoes, cross-trainers casual urban footwear.
But how many of those shoes were sold to the intended audience, and how many were bought by a 30-something writer and editor looking for a cheap pair of kicks?
- August 14, 2008, Steve & Barry's Landlords Fight Sale
- August 5, 2008, Steve & Barry's Sells for $163M
- July 14, 2008, More Retailer News
- July 14, 2008, Playing Serious Catch-Up
- July 8, 2008, The Fate of Steve & Barry's
- July 1, 2008, Steve & Barry's May Close Stores
- June 23, 2008, Steve & Barry's Cash Crunch