Customer experience is ALL THE RAGE today, right? Everywhere you read, look, listen, brands are all about it. Some are doing it well, others banging it up, and then some don’t give a damn like Home Depot. Our look at one brand definitely banging it up is Tory Burch, the women’s clothier and accessories line now doing a reverse retail trend going nonline. (I made that up, everybody! ‘Nonline’ means NOT ONLINE, eh?) John, how about all these coins?
Tory Burch recently announced Tory Sport, an athleisure (not my coin) attempt to entice women to purchase athletic leisure style, but very unlike customary retail. In its new brick and mortar in Manhattan (where many brands are actually building retail), Tory Sport is engaging customers in a special way — with designers on the floor, beverages and comfy chairs, and a few sizes only as samples.
The customer experience being created resonates value, emotion, and making someone feel special.
In this episode, I share my story about being a guest at the Grand Hyatt–Washington, DC for a global summit. As I social media-ized (my coin) my experience in pictures and posts on Twitter, Instagram, Facebook and Foursquare, the Grand Hyatt was right there saying thanks. Then, a bowl of chips, dip and waters arrived in with a hand-written note of thanks. Can you guess how I felt? Yep…special. Homemade potato chips are exactly what the doctor ordered when traveling and tired, right? A small touch to go a very long way.
And, that’s what Tory Burch Sport is doing in NYC — shaking up the customer experience with a run-way feel in the store and a spa-like relaxed setting for customers to have a seat, speak with designers, have a beverage, and talk style. For its first nonline store experience, Tory Sport is approaching customers drastically different — on purpose.
How can your business get in this groove? You do know that ‘customer experience’ is the new marketing buzzword, right? This trend is not going away, though. There are so many ways a small business can delight a customer. It’s time to take an introspective look and figure out how. This episode gives more than a few examples, too.
Show notes and resources