We talk increasingly about how CMOs today must become more directly aware of their customers user journey paths - paths which brands build for them, but also paths that consumers build themselves. One interesting new technique (at least in the consumer shopping arena) is the usage of the mannequin within retail environment to eaves-drop on both what types of customers are evaluating the clothes on them, but also what customers are actually saying about the clothes during the their shopping experience. (Eyesee is this new technology, firstly being leveraged in Europe.)
Why Is It Important
Some might call it spying, but imagine the insights you could generate with this technology to better improve your brand's clothing line. If you drew insights (from this technology) that most of the customers approaching the manequin were far younger than how you were marketing the clothing line: there is an important insight to directly affect your future marketing strategy and ROI.