• Cecile Corral

Tuesday Morning Studies Customers

Dallas — Tuesday Morning is in the process of launching a research study to better identify and understand its evolving customer base and hence, mold its product offerings to improve service to them.

“We are commencing research with the goal of determining if there is a shift in the buying pattern that may or may not be appropriate to our Tuesday Morning customer,” said Kathleen Mason, president and CEO, speaking during the company's quarterly conference call last week.

The company has hired two separate research firms, each of which has experience in conducting similar projects for other retailers, Mason said.

The results are expected to be submitted to Tuesday Morning before the second quarter. The company will review the reports and take action according to its findings in time for the third quarter and beyond.

“Our goal is to identify our customer more finitely in terms of attracting that younger customer into the store — we know we get younger customers along with the baby boomers,” said Mason, pointing out that many of its middle-aged customers are more frequently bringing their daughters and daughters-in-law with them to shop the store. “We'll be looking for the answers over the next 12 months.”

The research should then help the store enhance its product offerings to better serve these younger, more computer-savvy customers, who do not seem to focus their shopping on the decorative goods Tuesday Morning is typically known for — a downward trend that began during the hurricane season late last summer.

“Decorative has taken quite a hit in the marketplace and there is a shift toward somewhat more

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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