The way the Customer Experience is Powering the Fastest Growing Brands

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

A type of this short article originally appeared on Stitch Labs. Stitch Labs is really a purpose-built inventory management software to greatly help brands improve customer experience and scale efficiency. Download the initial guide here.

When we discuss the continuing future of retail, industry news is abuzz with the thought of brands creating experiences for his or her customers. Consumers want a lot more than a contact newsletter—they need easy tracking and personalization. They need greater than a product—they need community. The experiences we find out about in headlines tend to be grandiose and costly, like virtual fitting rooms and same-day shipping. So, how do small- to mid-sized brands match this trend in a cost-effective, creative way? By using scrappy teams and technology to automate processes, these brands aren’t only maintaining the trend, but additionally are redefining it and leveraging it to cultivate. In this guide, we’ll discuss different approaches for creating a memorable customer experience and how successful brands are executing on these strategies.

Automated Personalization Isn’t a Contradiction

Most businesses under-invest in customer loyalty, despite the fact that establishing some form of loyalty program is among the most apparent ways retailers improve their customer experience. Instead, they often times put all their eggs in the brand new customer acquisition basket. While this process may work very well in the first days of a small business, it could be detrimental for scaling later. To be able to set your organization up for future success, you’ll desire to think in early stages in regards to a backend system which will scale with you. You’ll also desire to consider today’s first-time customers who you hope can be tomorrow’s loyal brand advocates. As you grow in resources, it is possible to consider various kinds of loyalty programs that may help you track and analyze customer behaviors and reward repeat purchases. If you’re getting started, you can find simpler—but still scalable— methods to personalize the client experience. Customizing gifts in line with the product someone buys is really a thoughtful—yet realistic—solution to create a customer feel warm and fuzzy about your brand. Chubbies, a clothing brand having an focus on the weekend lifestyle known because of their colorful shorts and hilariously quirky marketing campaigns, determined a method to send gifts without breaking the lender.

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With their target customer at heart, they created add-on gifts like branded koozies, coasters, and baseball cards that fit of their lifestyle theme but are considerably less expensive than sending yet another item of clothing. The gifts can match the purchases, too. For instance, sending sunscreen when someone buys a swimsuit, or golf tees whenever a customer purchases golf shorts. The program can delight the client in a personalized way, without needing to know personalized information regarding the client. In automating this technique, they are able to quickly swap out something special that isn’t garnering excitement and track orders so customers don’t have the same gift twice. Their customers are surprised and delighted to get add-ons and their loyal social media followers will most likely post their latest gift, thus increasing brand awareness along with fostering loyalty.

Using Data TO BOOST Customer Experience

The previous section is focused on personalising the offline experience together with your brand, but think about improving the web one?

The better you understand your customer, the higher the experience it is possible to deliver – on and off-line. Data from customer behavior on your eCommerce site enables you to better understand your customer and for that reason build relationships them in a manner that is deeply personalized with their experiences together with your brand. With customers being bombarded with emails and will be offering which have little relevance to how they’ve interacted with a brandname, you can stick out with an increase of targeted, personalized engagements.

To do that, a tool like Kissmetrics collects person-based behavioral data, defines and tracks key customer segments and allows you to engage better across email, facebook and much more. It is possible to segment by location, products purchased, time taken between events, etc. The more descriptive you make your segmentation, the easier it is possible to personalize your messaging. How come this matter? Since when you create refined segments of one’s a variety of customer types and tailor messaging uniquely toward that segment you’re creating just one more delightful moment in the middle of your brand as well as your customer. Not forgetting better suited engagements increase purchases and brand loyalty.

Collaborations: Combine Forces TO OBTAIN New Customers

While brands obviously want customers to love their products enough to get from them again and again, we realize no customer is completely brand loyal. Even your most loyal customers have other brands they love and the ones will be the very brands with whom you should look at working. Topo Designs, a Denver-based outdoor apparel and bag company, has partnered with brands like Woolrich and Chacos (not direct competitors, but other brands Topo’s target customer loves!) to generate unique, limited-edition items which then they promote across both of these customer bases.

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Even if your brand doesn’t have the desire or resources to create physical products with another brand, there are several methods to collaborate with lower barriers to entry. Find brands with similar audiences and aesthetic and stock each other’s items in your brick and-mortar stores. Develop a themed “swag bag” with other brands and host an Instagram giveaway insurance firms followers tag three friends for to be able to win. Similarly, host a giveaway where those that enter to win consent to join your as well as your partners’ mailing lists.

Austin-based metallic tattoo and accessories company, Flash Tattoos is definitely finding methods to collaborate with brands who share target audiences. Entries is often as simple as tagging friends within an Instagram post or you can go as far as to possess people complete a form to make sure you’re capturing email addresses (and also additional information you may use to get data). Remember, the more involved the entry procedure, the more desirable you’ll desire to make your prize.

Events: THE REDUCED Cost SOLUTION TO Get Foot Traffic In Your Store

Want a straight easier solution to collaborate with other brands—without needing to hand out free product? Consider hosting a meeting at your store (or theirs). Modern Citizen, a San Francisco-based women’s apparel brand, hosts a number of events both with and without partners to foster a feeling of community whilst getting people to their physical store. For just one event, they teamed up with Fashion Incubator SF, a nonprofit that supports becoming more popular fashion designers. They hosted an open discussion with both founders and answered questions from the audience—that was composed mainly of these exact target demographic. The full total cost of the function was buying donuts and coffee for 30 people (who each purchased $10 tickets to wait, the proceeds which were donated to Fashion Incubator SF) however they could actually establish themselves as thought leaders and make sales from the shopping attendees did following the talk. Additionally, they sent a contact following the event thanking everyone who attended and included a 15 percent off promotion code that expires by the end of the month, encouraging further shopping in addition to a sense of urgency and immediacy.

But imagine if you don’t have a physical store? Brands everywhere are employing popups to improve awareness and collect data in a cost-effective way. Whether it’s renting a booth at an area fair or event as well as developing a mobile trailer to look for the best location for the next (or first!) brick-and-mortar, temporary shops are excellent methods to gauge interest and build hype without breaking the lender.

Build a Community

Many brands remain at loss with regards to Amazon. Could it be easier to adopt a, ‘in the event that you can’t beat ‘em, join ‘em’ approach, or make an effort to compete as best it is possible to with the behemoth? Creating a community is small to mid-sized brands leg through to Amazon. They could provide same day shipping and low costs, however they don’t supply the customer experience that’s only increasing in importance for today’s consumer. One team hyper-focused on creating a community and showing their customers they’re a lot more when compared to a shoe brand is Freda Salvador. Through their mobile shoe trailer, in-store events, and collaborations with other brands, Freda Salvador is everywhere their customer is.

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Similar to Modern Citizen, the Freda team hosts in-store events that both increase foot traffic and brand awareness while simultaneously developing a sense of community between customers and the brand. They often times choose tangentially related concepts that their target customer is interested in—such as a flower arrangement workshop, a skincare workshop, etc. Given that they aren’t actually selling anything Freda-related at the function or even discussing their brand, it is a smart way to foster a feeling of community within an authentic way.

Have a Backend That Supports Your Initiatives

There are so many creative methods to improve your consumer experience but even probably the most well-intentioned plan might have the opposite influence on customer retention if your backend can’t support it. These strategies are great methods to connect to your customer, nevertheless, you first of all must master the standard customer experience: obtaining the right product, to the proper person, at the proper time. If someone can’t depend on your brand for clear and descriptive product pages, easy checkout, and speedy delivery, you’ve already fallen behind. So, before starting creating the knowledge of one’s customers’ dreams, get organized and be sure you have the proper systems and folks set up. Stitch Labs provides brands with visibility to their inventory all the time and across all channels, permitting them to become more efficient making use of their inventory. Stitch connects to your eCommerce site, 3PL, and marketplaces to ensure inventory numbers are accurate and you also know in which a product is all the time. This degree of control enables you to not be worried about inventory, so that you can focus on what counts most—your visitors.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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