As a casual and formal women's apparel store catering to the 20 – 30 age group you are known for offering an exclusive range with great customer service in your area. Having started out as
a way to make a career out of a hobby, most of your current clients are friends and family who are aware of and like your designs.
You want to expand but also retain your special boutique offer of exclusive ranges with great service. This strategy shows how to not only grow your business but also grow your reputation for great customer service!
Identify who is your customer?
Now it's time for you to expand your customer base by marketing your line to college students and office goers within a predefined radius around your store.
What is the best thing I can do for that customer?
Remove the monotony from fashion; provide a personal service that "matches" your exclusive range of affordable designs with the customer.
How are you going to do it?
You are going to create the GlamFam club of your customers. Members of the club will be categorized into categories based on their fashion choices (eg Student casual, office smart, office casual, etc), their age group and sizes (regular, large, extra large). Then you can send specific emails to each category that are relevant, welcomed, will be opened and acted upon!
Send an email to your existing customers or invite customers when they come into your shop to join the GlamFam Club and complete the questionnaire. Provide an effective such as an entry into a monthly draw for those who do so.
Send a direct mail to colleges and offices near with the same incentive when they register online as a GlamFam member. To each category send customized offers, fashion tips and walk-in deals that specifically suit those members. You can also tie-up with related industries such as make-up artists or hairdressers in order to cross-promote your brand. For instance, a purchase at your store entitles them to special discount at the salon and vice versa. In addition, cash in on positive word of mouth by offering referral discounts from current customers who bring in new clients.
Do not forget to say Thank You.
Every new member on the database receives a thank you email. Also include a link to a survey where every registration receives a discount on their next purchase at your store.
Suggested survey questions:
How did they hear about your store?
What are their fashion choices – eg student casual, office smart, office casual etc?
What size do they typically wear – regular, large, extra large?
What age group they belong to?
Birthdays, anniversaries and other times of the year when they typically spend on clothes.
When to communicate with your members?
Become the "expert" – Send out e-newsletters to the GlamFam member database with tips on the latest trends in fashion as well as topics of general interest such as wardrobe management,
personal shopping, color coordinating your clothes etc. Also use this space to showcase your latest designs and offer a "print and bring" special deal coupon to convert more database members in to walk-in customers and buyers.
Email exclusive offers one week prior to a special occasion like birthdays or anniversaries, when customers are likely to buy new clothes for themselves.
Send out notices on sales, new stock, run out deals etc.
Create a gift card for members to purchase and give as a gift.
Identify slow times of the year and create special events or deals that are exclusive to your members and will simplify sales.
How do you measure success?
Conduct 6 monthly surveys of all GlamFam members to assess their level of satisfaction with key criteria like pricing, design range, suitability, etc of your apparel. Incentivize survey completion with a special deal voucher redeemable on a subsequent purchase. In terms of measuring bottom line and turnover growths, compare revenues and customer numbers across like periods over a couple of years to get a feel of where your business is going.
Build Build Build! Continue to build you members by sending regularly direct mails to your target market.