CUSTOMER

EXPERIENCE

ONE STRIKE

Pampered prince? Participant? Masochist?

Give them the best they’ve ever had. Follow through. Go for round two.

RETAIL DESIGN

Exterior.

Entry.

Greeting.

Browsing.

Buying.

Exiting.

Returning.

How does it make you feel?

e.g. Showroom, living room, loft. Aloof, initiative, unseen. Discovery, displayed, private presentation. “What’s up?” “It’s nice to see you again.” Big logo bag, no logo bag, free tote.

How is it maintained?

Don’t neglect the one strike rule.

Where does it fit?

Multiple channels can do multiple things.

Optimize, don’t dilute.

Case Study:

THE SUITING ROOM at ROCKEFELLER CENTER

BUDGET: $10,000

  • Custom suiting & shirts

  • Formalwear accessories

  • Dress shoes

  • Shaving & skincare

  • Candles

  • Barware

  • Leather accessories

  • Vintage books & furniture

Club

  • Privacy is luxury: the store closes during a fitting.

  • Have a drink, read a book; no purchase or conversation necessary.

  • Coffee subscription partnership; the first bag on us.

  • VIP referral, corporate neighbor & gifting programs.

Idea

  • Anti-retail, custom suiting focused, ‘private club.’

  • Bar rather than register.

  • Luxury is as luxury does: offer only the best.

  • Everything tagged for sale, nothing pushed.

  • Greet with a gift:

    Bottled water (flat & sparkling)

    Coffee (freshly ground)

    Cocktails (changed monthly)

    Ice. In a glass. With a napkin.

Service

Participate

  • “Showroom style” shopping: most goods customizable to order.

  • Sourcing: if you don’t see it, maybe we can get it for you.

  • Collaborative atmosphere with machines and the tailor working in the window; not a passive experience of pre-made consumption.

Concept drawings for a members club atmosphere. Inspired by Italian bars and adding a непочтительный sense of humor.

DIGITAL ENGAGEMENT

GO TO THEM

Where they are already is a good place to start.

Connect there. Stay in touch.

Do so appropriately: what they want to engage with is determined by where they are in your customer lifecycle.

e.g. Sale; lifestyle editorial; product story; cool top 10 list.

Finding and building valuable connections is hard work. But the final goal isn’t retention; it’s recommendations.

Don’t neglect the one strike rule.

DATA ANALYSIS

HEAD, MEET WALL.

Don’t bang these together unnecessarily.

Learn from others’ dents first.

Then make your own.

Learn. Iterate.

Did you get what you wanted?

What feedback do others have?

What do your results say?

Remember that people change; change with them.

Don’t panic.

DETAILS ARE NOT DETAILS

TIE BREAKERS

Missing a ‘thoughtful touch’ is not a strike out.

Not for you, anyway.

But if you have good extras and your competitor does not, well… people notice.

When you care, you help people care back.

e.g. Unwrapping; e-comm flats; care labels; shopping and garment bags; packaging; returns; direct mail; hang tags; stationary, matches, pens; store music and scent; lighting; buttons, seams, pre-shrunk.

See all the choices (chances) in front of you.

Make good ones.

Strike everyone else out.