How can you use product knowledge to create an environmentally-friendly and targeted product line?

Product knowledge is essential for any merchandiser who wants to create an environmentally-friendly and targeted product line. It helps you understand the needs, preferences, and values of your customers, as well as the features, benefits, and impacts of your products. In this article, you will learn how to use different sources of product knowledge to design, source, and market your products in a sustainable and customer-oriented way.

1 Customer feedback

One of the best ways to gain product knowledge is to listen to your customers. They can tell you what they like, dislike, need, want, and expect from your products. You can collect customer feedback through surveys, reviews, social media, focus groups, or interviews. Use this feedback to identify the problems, gaps, and opportunities in your current product line, and to create solutions that meet your customers' needs and desires. For example, if your customers are concerned about the environmental impact of your products, you can use feedback to find out what aspects they care about most, such as packaging, materials, or production methods.

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Jana Kerkhoff

Senior Manager Materials Sustainability Implementation at adidas
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In my experience the customers dont want to compromise. They want the same cool, functional, performing products but in a sustainable way. Therefore, its the challenge of the industry to replace conventionally used materials with sustainable options with the same performance and looks. The times of the hippie product that screams sustainable are over.

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2 Product testing

Another way to gain product knowledge is to test your products yourself or with a sample of your target market. Product testing allows you to evaluate the quality, performance, functionality, and appeal of your products. You can use product testing to verify the claims, benefits, and features of your products, and to identify any flaws, defects, or areas for improvement. For example, if you want to create an environmentally-friendly product line, you can use product testing to measure the durability, biodegradability, or energy efficiency of your products.

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Jana Kerkhoff

Senior Manager Materials Sustainability Implementation at adidas
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Environmentally friendly products need to pass the same tests as non-sustainable products. Keep the quality to the same or very similar standard is key. If a product it made with all sustainable materials but only lasts two months it is not a sustainable product. Durability and performance need to be kept otherwise it is not sustainable

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3 Competitor analysis

A third way to gain product knowledge is to analyze your competitors. By studying their products, prices, promotions, and strategies, you can learn from their strengths and weaknesses, and find ways to differentiate yourself from them. You can use competitor analysis to discover the trends, demands, and expectations in your industry, and to position yourself as a leader or innovator in your niche. For example, if you want to create a targeted product line, you can use competitor analysis to find out what segments, niches, or subcultures they are serving or ignoring, and how you can cater to them better.

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Jana Kerkhoff

Senior Manager Materials Sustainability Implementation at adidas
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The times where sustainability is a competitive advantage are over. With a ever stricter regulatory landscape sustainability goes from a nice to have to license to sell in certain markets. At the same time, no company can solve the sustainability challenges alone. Therefore, in the near future the industry will have to move away from competition and to collaboration. Either we all win or we all loose.

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4 Supplier collaboration

A fourth way to gain product knowledge is to collaborate with your suppliers. Your suppliers can provide you with valuable information about the materials, components, processes, and standards involved in making your products. You can use supplier collaboration to improve the quality, efficiency, and sustainability of your supply chain, and to communicate the origin, story, and value of your products to your customers. For example, if you want to create an environmentally-friendly product line, you can use supplier collaboration to source organic, recycled, or fair-trade materials, or to reduce waste, emissions, or water usage.

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5 Industry research

A fifth way to gain product knowledge is to conduct industry research. By reading articles, reports, blogs, magazines, or books related to your industry, you can keep up with the latest news, developments, innovations, and best practices in your field. You can use industry research to anticipate the changes, challenges, and opportunities in your market, and to adapt your products accordingly. For example, if you want to create a targeted product line, you can use industry research to spot the emerging needs, preferences, and values of your customers, or to identify new technologies, features, or benefits that you can offer them.

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6 Training and education

A sixth way to gain product knowledge is to pursue training and education. By taking courses, workshops, webinars, or certifications related to your industry, you can enhance your skills, knowledge, and credentials as a merchandiser. You can use training and education to learn new techniques, methods, or tools to design, source, and market your products more effectively. For example, if you want to create an environmentally-friendly and targeted product line, you can use training and education to learn about sustainability, customer segmentation, or personalization.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use product knowledge to create an environmentally-friendly and targeted product line?

1

2

3

4

5

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1 Customer feedback

2 Product testing

3 Competitor analysis

4 Supplier collaboration

5 Industry research

6 Training and education

7 Here’s what else to consider

Merchandising

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How can you use product knowledge to create an environmentally-friendly and targeted product line?

1

2

3

4

5

6

7

1 Customer feedback

2 Product testing

3 Competitor analysis

4 Supplier collaboration

5 Industry research

6 Training and education

7 Here’s what else to consider

Merchandising

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