Retail should be personal. To be successful, a retail brand needs to make retail personal by connecting personally with each and every customer. Regardless of the retail channel – bricks & mortar, mobile or on-line – a brand’s personality and actions must speak to each customer in such a way as to tap into his or her secret desires and aspirations.
When retailers occupy a niche market, where a bricks & mortar presence may not be feasible, and their chosen retail channel is on-line, making that connection can be difficult. There is no physical environment to engage and experience, no touching and handling the product and no face-to-face time with a sales-person. Yet, there are some on-line retailers who are mastering that essential personal connection.
Recently I placed my first order with on-line retailer WILDFANG, who curates and sells a unique collection of fashion for women. Arriving inside the ubiquitous courier envelope, my order was wrapped neatly but loosely in waxed butcher’s paper and secured with a branded seal. This was the moment of truth. The next few minutes would determine whether I would be a returning customer and potential brand advocate.
The packaging was right on brand – it felt fresh, one-of-a-kind, slightly irreverent. With great anticipation, I carefully unwrapped the package. Inside, placed prominently on top of my order was a postcard, handwritten and personally addressed to me. The tone was just right. This little detail spoke to me. I thought to myself ‘they get me’. A retail experience that could have left me with a sense of anonymity that often comes with shopping on-line had resonated with me on a very personal level.
On-line retail and traditional bricks and mortar retail can learn from each other. The personal touch makes a big difference in connecting with the customer – regardless of the channel. After all retail is personal.
