Samsonite considered eliminating the feature as a way of reducing the price to the consumer, but first had to determine whether consumers were using the feature or not. After interviewing users, the manufacturer discovered that men tended to use the sport bag less than women. That finding led Samsonite to develop two versions of the piece. One included the tote, sold at the original price, and was targeted toward women. While the interviews require calling people at home and infringing on their time, Greenlee believes that customers don't mind the calls.
People are pretty helpful.
They love to talk about their luggage and their travels. Consumers aren't the only constituents Samsonite needs to communicate with. Because Samsonite and its vendors are working toward the same end, the manufacturer indirectly shares its database with retailers in a variety of ways. When people see a way to increase their sales dollars, they grab hold of it. At the executive level, Samsonite's top brass uses the database to show executives at major retail accounts the type of customers Samsonite is bringing into their stores.