🧭 Stop #3: Know Thy Customer (Even When You Don't)

"We'd love to connect with our customers, but we don't sell direct-to-consumer. The retailer owns that relationship."

I've heard some version of this statement countless times from manufacturers and CPG brands. It's the ultimate relationship roadblock, how can you build loyalty with customers you never directly interact with?

💡 Beyond Names: The Heart of Customer Knowledge

Many brands (especially in manufacturing and CPG) assume that because they lack direct relationships with customers, they can't truly "know" them. But here's the question: Does knowing someone's name and email actually mean you understand them?

Think about it this way: you probably know the names of hundreds of people on social media, but that doesn't mean you understand their needs, frustrations, or what would make their lives better. Meanwhile, you might deeply understand your partner's preferences without being able to recite their email address from memory.

True customer knowledge isn't about having contact information, it's about understanding behavior patterns, preferences, pain points, and aspirations. And you can gather those insights even without a direct relationship.

📋 My Weber Database Challenge

When I first joined Weber, I was given what seemed like an impossible objective: grow our global email database from 2 million to 20 million in three years. That's a 10x increase for a brand that primarily sold through retailers, not direct-to-consumer.

My response surprised the leadership team: "I'm not so worried about growing the numbers, there are always ways to do that. I'm more concerned about what we're going to say once we have those contacts."

It's a fundamental question too many brands skip over. They obsess about building a database without having a communication strategy. They collect emails without creating value. They gather names without understanding needs.

The truth is, a database of 2 million engaged, understood customers who receive relevant, valuable communications is infinitely more valuable than 20 million email addresses receiving generic messages that end up in spam folders or, worse, prompt unsubscribes.

🔍 The Power of Indirect Knowledge

So how do you truly know customers you never directly interact with? By reframing the challenge. Instead of focusing on what you don't have (direct sales data, personal information), focus on what you CAN access:

1. Product Registration Opportunities

Product registration is an untapped goldmine for durable goods manufacturers. But here's where most brands get it wrong: they focus on what THEY get from registration (contact info) instead of the value CUSTOMERS receive.

The question shouldn't be "How do we get more registrations?" but rather "Why would customers WANT to register their product?"

Strong reasons include:

• Warranty activation made painless

• Exclusive content only registered owners can access

• Setup guidance personalized to their specific model

• Maintenance reminders that extend product life

• Early access to new accessories or upgrades

  
  

One appliance manufacturer saw registration rates triple when they shifted from a warranty-focused registration message to one highlighting their exclusive recipe database and personalized usage tips.

2. Tutorial & Content Engagement

A cosmetics brand I worked with had minimal direct customer data but developed a content strategy around "looks" rather than products. By tracking which tutorials attracted the most engagement, they gained deep insights into customer preferences without ever asking for an email address.

These insights informed product development far more effectively than traditional market research. When they eventually launched their loyalty program, they already knew what would resonate with different customer segments.

3. Retailer Partnerships (Without Surrendering Control)

The brand-retailer relationship doesn't have to be adversarial. The key is finding the win-win-win scenario where:

• Customers get better experiences

• Retailers get stronger sales

• Brands build deeper loyalty

  
  

I've seen too many brands surrender to retailer demands that actively harm the customer relationship. The classic example is the "STOP! Call us before returning this product" inserts that retailers often demand manufacturers include in packaging.

Let's be honest: this message isn't about helping customers, it's about retailers avoiding returns. It puts the retailer first, not the customer, and certainly isn't about kindness in onboarding. It creates friction instead of removing it.

A better approach? One outdoor equipment brand I worked with convinced their retail partners to replace this message with a QR code linking to setup videos and troubleshooting guides. Returns dropped by 37%, customers got better support, and retailer satisfaction improved.

🚘 The Honda Civic of Customer Knowledge

Remember our Honda Civic metaphor? Let's apply it to customer data and take a look at the ‘reliable and actionable’ metrics:

These metrics may be less impressive in a board presentation than their alternatives, but it's infinitely more valuable for building products and experiences that create lasting loyalty.

🛣️ Building Bridges When There's a Retailer Gap

When retailers stand between you and your end users, you need to build bridges, not walls. Here are proven strategies:

The Onboarding Journey Invitation

The post-purchase period is your opportunity to establish a direct connection. Instead of a dry warranty card, create an "onboarding journey" that guides customers through:

• Initial setup and first use

• Tips to get the most from their purchase

• Communities of fellow owners

• Resources for troubleshooting

  
  

A kitchen appliance manufacturer increased their direct customer connections by 340% by replacing their warranty registration with a "Kitchen Success Program" that offered personalized recipes and techniques.

Value-Based Email Acquisition

If you're asking for an email address, the value exchange must be clear and compelling. Discounts are the lazy default, but they train customers to expect price cuts rather than value.

Better incentives include:

• Expert guidance personalized to their purchase

• Exclusive content not available elsewhere

• Early access to new products or features

• Community membership with fellow enthusiasts

• Extended warranties or enhanced support

  
  

One power tool manufacturer created a "Project Library" where registered owners could access detailed plans and instructions. Their email acquisition cost dropped by 60% while engagement rates doubled compared to discount-driven campaigns.

The Indirect Feedback Loop

Even without direct customer data, you can create feedback loops that provide crucial insights:

• Partner with retailers for anonymized purchase pattern data

• Analyze product reviews across retail sites for sentiment trends

• Study support questions to identify education opportunities

• Track social media mentions and user-generated content

• Conduct retailer sales associate interviews for frontline insights

  
  

These sources combined often provide richer insights than direct but superficial customer surveys.

🗺️ Communication Strategy: The Missing Map

Having customer contacts without a communication strategy is like having a car without a map, you can drive, but you don't know where you're going.

A strong communication strategy answers these questions:

1. What value will each message provide the customer? Not "what do we want to tell them?" but "what do they need to hear?"

2. How does the communication journey evolve over time? From onboarding to mastery to advocacy, different stages need different content.

3. What action do we want customers to take? Every communication should have a clear purpose beyond "staying in touch."

4. How will we measure success? Beyond open rates, what indicates the communication is actually helping customers?

5. What is our unique voice and perspective? Why would customers want to hear from us versus any other source?

   
   

Remember my Weber challenge? We ultimately built a global communication strategy around "Grill Mastery" with different content tracks based on grill type and experience level. In Europe we even integrated with the Weber Grill Academies.  The program was so valuable that customers actively sought it out, and our registration rates increased by 215% without any additional incentives.

📱 Practical Examples: Knowing Without Direct Relationships

Let me share some real-world examples of brands that mastered customer understanding despite not having direct sales relationships:

Cosmetics Brand Tutorial Strategy

A major cosmetics brand primarily sold through department stores but developed an extensive tutorial program on their website and YouTube channel. By tracking which looks and techniques gained traction, they:

• Identified emerging trends months before they appeared in sales data

• Discovered which products were confusing or intimidating to use

• Found cross-selling opportunities based on complementary product interest

• Built product education that retailers then used with their sales associates

The insights were so valuable that department stores began requesting access to the content analytics to improve their own merchandising.

Appliance Manufacturer Registration Reimagined

An appliance manufacturer transformed their product registration from a warranty card to a "Kitchen Success Program." Instead of focusing on the warranty, they emphasized:

• Personalized recipe collections based on the specific model purchased

• Maintenance calendars that extended product life

• Advanced technique videos for getting the most from their purchase

• A private community of fellow owners sharing tips and experiences

Registration rates increased from 23% to 78%, providing the brand with direct relationships they previously lacked.

Building Materials Contractor Program

A building materials company that sold exclusively through distributors created a contractor certification program that included:

• Advanced installation techniques

• Business development resources

• Priority technical support

• Referral opportunities

  
  

The program gave them direct relationships with the people actually using their products, even though they weren't the ones purchasing them. The insights gained directly informed product development and led to several patent-protected innovations.

🪞 Beyond Anonymous: The Mirror Strategy

Sometimes the best way to understand customers is to help them understand themselves.

One outdoor equipment manufacturer created an interactive tool that helped customers identify their "adventure profile." The tool didn't require personal information but generated a detailed profile based on preferences and aspirations.

Users could then see gear recommendations, trip planning resources, and skill development pathways tailored to their profile. The insights gained from these anonymous interactions were more valuable than demographic data because they revealed motivations and mindsets, not just characteristics.

This "mirror strategy", reflecting back to customers a clearer understanding of themselves, creates value for them while providing you with deeper insights than basic contact information ever could.

🔄 From Knowing to Growing: Making Indirect Insights Actionable

Understanding customers indirectly is only valuable if you can act on those insights. Here's how to make indirect knowledge actionable:

1. Cross-Functional Insight Sharing Create regular forums where indirect customer insights are shared across product development, marketing, and support teams.

2. Retailer Education Programs Use your customer insights to help retailers better serve shoppers, creating a virtuous cycle of improved experiences.

3. Content Development Informed by Behavior Let usage patterns and engagement metrics guide your content strategy rather than internal priorities.

4. Product Evolution Based on Indirect Feedback Use review analysis, support questions, and content engagement to inform product improvements.

5. Onboarding Optimization Continuously refine your onboarding journey based on completion rates and subsequent engagement.

   
   

🗣️ Moving From Transactions to Relationships

The real opportunity isn't just knowing your customer, it's transforming a transactional interaction into a relationship that creates mutual value. And you can do this even without knowing their name.

By focusing on providing value at every touchpoint, creating bridges across the retailer gap, and developing communication strategies that genuinely help customers get more from their purchases, you build the foundation for loyalty that lasts.

Because in the end, customers don't care if you have their contact information. They care if you make their lives better and easier. And that's something you can do with or without their email address.

Join me next week as we explore the next stop on our Afterbuy Experience journey: "Breaking the One-Night Stand: Building Customer Relationships That Last." We'll dive into how brands can move beyond the first-purchase euphoria to create meaningful, ongoing connections that transform one-time buyers into lifelong advocates.