When I think about what has shaped my understanding of marketing, my university courses are naturally one of the first things that come to my mind. I’ve spent the past three years learning about marketing through different lenses, through classes like Consumer Behaviour, Brand Management, and Social Media Marketing. However, I’ve come to realize that learning about marketing doesn’t just happen from inside a classroom, but through our everyday experiences. For me, working in retail has given me a perspective on marketing through the consumer eyes.
Throughout my time at Schulich, I’ve started making more connections between what I’m learning in class and my experiences working for a company. In university, we spend a lot of time analyzing companies and discussing how businesses can attract customers, build loyalty, and overall increase sales. However, there’s something different about actually working for a company and seeing some of these strategies in practice. Although I am only a sales associate and don’t get to see the marketing strategies being built at head office but I see their strategies roll out and through this I can see how they approach certain challenges, from product promotions to encouraging purchases.
Of course, I’m not in a position where I’m making these marketing decisions, but I often find myself thinking about the strategies being used and whether different approaches could be worth exploring. I think about ideas I’ve learned in class and how they are currently being applied and maybe how certain things for example a colour or certain shape for a logo maybe could be different to better reflect the brand. Even walking through other stores I look at things like product placement on shelves or packaging. Which before starting my degree I never thought much about. I think it’s exciting to realize that what I’m learning in school isn’t just something I use for assignments, but something actually to set me up as a strong young marketer.
Whether I’m helping someone find the right item, answering questions about a product, or simply having a conversation while they’re shopping, I’ve seen firsthand how differently people approach purchasing decisions. Some customers know exactly what they’re looking for, while others may need some help or are simply just looking around. It’s interesting to think about everything that has maybe gone through the customers head to make the decision to buy an item or even just walk into the store. Maybe they saw an advertisement on social media, researched a product online, received a recommendation from a friend, or simply happened to walk by the store and were intrigued by the outside display.
When I think about this in terms of the marketing funnel, I realize how customer service can help move someone from being interested in a product to actually making a purchase. Sometimes, something as simple as answering a question, offering a recommendation, or creating a positive shopping experience can make all the difference. As an example, I once had a customer who I was helping and when I was cashing her out she told me she had gone to a different location but did not have a good experience and ended up leaving with nothing. However, she said to me that she was so grateful to give another chance to the company and come to my location and get a very positive experience. It shows how the marketing efforts that happen before someone enters a store is important but once a customer enters the store the interaction that influences their final purchasing decision.
Another thing I’ve come to appreciate is that a customer’s experience with a brand goes beyond the products being sold. While advertising and social media might initially attract someone to a store, their experience once they walk through the doors can have just as much influence on how they feel about that brand. A company can spend a lot of time building a certain image through its marketing, but if the actual customer experience doesn’t reflect that image, those efforts can lose some of their impact.
Looking back, I never expected working in retail sales to connect so closely with what I’m studying. What started as a job focused on helping customers has become an opportunity to see how concepts like consumer behaviour and brand perception actually look like in real life. As I continue exploring opportunities in marketing, I know these experiences will shape how I approach my work, reminding me that behind every purchase and marketing decision is a person and that understanding their experiences has a huge impact on how I should develop certain marketing strategies.
One of the most interesting parts of studying marketing while working in retail is seeing things from two different perspectives. In class, we often approach marketing from the business side, thinking about how companies can reach their target audiences and increase sales. At work, I get to see things from the customer’s perspective. I hear their questions, notice their reactions, and see what matters to them when deciding to make a purchase. It’s helped me understand why successful marketing strategies need to consider both business objectives and customer needs.
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