Customer shadowing was in my opinion the
easiest way during the course to really find out what the target customers did
and bought, but it was also time consuming as you end up following random
people for several hours.
The main idea of
shadowing is to get an actual idea of what your target customer is doing out
there. This means how he behaves, what he buys, how much time does he use, is
he confident or just looking around and other important things. In other words
to get a better understanding of your customer segment. I did the shadowing a
few times at Sokos Wiklund by only sitting on the benches and watching how
people of our target group “young trendy adults” behaved when they did their
shopping. However I quite fast discovered that in order to get a better
understanding of their buying behaviour I had to follow them all around. So I
also followed some people around the city center from one store to another,
from cafes to Hansa shopping center and so on. As I did the shadowing myself
and for example together with Tomas we got the understanding that young trendy
adults know what they want and that is mainly quality brands. Our suggestion
would have been to have a wider selection of brand clothing for example. By
this we meant for example to have more of Diesel jeans in more colours, sizes
etc instead of having just a few products of every brand as it is right now. 
Some notes after doing shadowing with Tomas.
- Jonne
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