Today we speak to Carmela Riccardi-Powers, owner of boutique La Belle Boudoir in Taunton, opened in April 2017. Click here to read the other interviews in this series.
I closed La Belle Boudoir on Friday 20th March 2020. I do have a website but just for viewing which was being updated anyway so am using this time to complete. I am not going to offer online sales other than gift vouchers as it goes against the ethos of the business: personal fittings.
How are you retaining your customer loyalty whilst your shop is closed?
I am keeping in touch with them through Mailchimp mailshots to all those who have purchased in store in the past.
Do you use social media already to keep in touch with customers? Are you considering adding any new media such as Skype, Zoom to keep in touch and do online appointments?
I use Instagram and Facebook, although have been quiet on these platforms as I feel people’s focus is not on lingerie in these days. I am planning soon to start posting more as feel that public will be ready to see ‘luxury’ posts coming into their feeds.
Are you still doing any private appointments?
I am available to do virtual private fitting appointments on either facetime, messenger or WhatsApp platforms should people require.
In your enforced leave from your business, do you think you are being well enough informed by national government?
Yes, the government are doing their best. I am knowledgeable of all grants available but the problem is that the application processes at local government level is not working properly. I feel sure they are all being swamped and so persistence is what will work in the long run.
Have you had difficulties accessing or getting information on the Business Interruption Loan?
I am not planning to apply for or go down this route. I have kept a good cash flow and my focus this week is to pay all suppliers up to date, so that I have money in the bank for rent and overheads until we get back to normal.
Can you take advantage for yourself and/or any full or part time staff of the Job Retention Scheme?
No I can’t as I am a Director and furloughing is not relevant.
Where do you think small independents can put their energy to future-proof their business e.g. digital assets, niche products and your ‘public’ image to customers?
To not lose your USP during this process. If you keep your customers well informed, they will remain with you at the end of this process. I firmly believe when this is all over, everyone will be desperate for ‘attention’ and this is where the independent sector will shine.
Would you consider doing an online poll with your customers, running stories to keep them occupied and asking them what they would like to see in your store when it re-opens?
Yes I would.
Have you been using your ‘face’ as the face of the business online?
Yes, when I posted about closing down, I recorded a video instead of words as felt it was more personal.
Has this crisis given you food for thought and inspired new creativity now you actually have more time to analyse?
No food for thought as of yet, but given I have another ‘essential’ business that I own, my focus for the past 2 weeks has been on stabilising this business. The Boudoir is my focus from here on so may have more to report soon.
One idea that I have been discussing with a fellow luxury clothing retailer in our community is to take lots of photos of her products wearing my lingerie to try and link sell our products and making it fun for our customers to watch. Not sure on an influx on sales for this but good PR.
Have you any initiatives for special deliveries to charity or to the medical profession?
No I haven’t, as it’s difficult when the boudoir is closed. I am going to post around ‘spring cleaning’ and not to forget we have a bra bank to remind customers that we can whilst at home still support breast cancer charities.
