#39: The Changing Customer Profile in the Game Industry

[RPGnet Columns]

http://www.rpg.net/columns/counter/counter39.phtml

Summary:

Customer demographics then and now: an inside look.

Go to the column (http://www.rpg.net/columns/counter/counter39.phtml) for more information.

[Rich Stokes]

One question for you Marcus:

Since you sell DVDs, video games and some other stuff, do you ever feel the temptation to just ditch all the troublesome RPG stuff in favour of more of that?

How does selling Videogames (which I have done in the past as a retailer) compare to selling RPGs etc (which I have not)? What's more profitable per square metre? Do you think you're getting the best income/turnover with the mix you have or would you be better off just selling videogames and DVDs?

[phobia]

http://www.rpg.net/columns/counter/counter39.phtml

Summary:

Customer demographics then and now: an inside look.

Go to the column (http://www.rpg.net/columns/counter/counter39.phtml) for more information.

I'm extremely interested to know how you determine one of your customers is middle class, or a low wage earner or a banker, etc. Several places in your article state the "type" of customer you have making specific purchases, but you don't really back it up with any data. Have you actually acquired data and done a real study? Or should this article be taken as opinion?

I assume you personally know some of your customers and what they do, and that has given you a basis for your article. IMO, I do not think that knowing a handful of your customers jobs and salaries alone is enough to give an accurate or complete picture of customer demographics.

Certainly you cannot judge how much money someone makes based on how they look when they shop in your store.

What facts do you have to support your conclusions?

[greghacke]

Rich,
Knowing Marcus fairly well and the area in which is store is located quite well, I would like to provide a bit of insight...

Wikipedia and the 2000 census will tell you that the Greater Battle Creek area is around 53,364 people. The community is relatively small and disperse. The people and surrounds are pretty easy to scope out. Where it is easy to meet someone you've never met, even a casual conversation and some local knowledge will fill you in on their personal demographics profile.

My mother lives about 20 minutes from Marcus' shop and with some time spent there in BC and the shop, I was quickly able to determine considerable information about the people coming through.

As to what sells - his floor manager has pushed the traditional gaming materials as far back into the store as possible to make space for DVDs, Video Games, etc. Marcus is a gamer though and will fight to keep some games on the shelves. He's also a business man so that space may end up quite small...

Greg Hacke

[TitanGames]

[QUOTE=Rich Stokes;6494623]One question for you Marcus:

Since you sell DVDs, video games and some other stuff, do you ever feel the temptation to just ditch all the troublesome RPG stuff in favour of more of that?


Rich: I don't often respond to the questions, but to be brief:
The "video games, DVDs and Music" I sell allows me to have a good sized staff, a profitable salary, and carry games as a core part of the store, that needn't be profitable every month.

Marcus King
Titan Games

[TitanGames]

Hi, I don't know what you do for a living, but I sell games and stuff. As a result, I know my customers very well, I know the demographics for thie neighborhood, and the city, county and area we are in.

Recently, the Chamber of Commerce has issued a statement saying that Battle Creek, Michigan, is the 18th WORST place to live in the country for UNEMPLOYMENT. (saying that BC, MI has the 18th worst unemployment rate for any city/town of 10,000 or more residents, in the country).

Ouch.

As to what each customer does: I know by name over 1000 of my customers, what they do, where they work, what shifts, what their wives names are, and in most cases the kids and, in some cases, the names of their pets.

I have now 5 doctors, 2 plumbers and one ex-plumber, 8 electricians, and over 50 fast food workers in my customer pool. These are just the ones I can think of.

No - I do not "judge" people by how they dress. As long as their pants are pulled up so their underwear are not showing, I could not care less.

I sometimes wear Tshirts and show off my tats. Sometimes Dress Shirts (like today). And, sometimes - like today - big stains where I dropped a chilli dog on my dress shirt. (dammit!)

;)

Marcus