Customer demands have changed dramatically, and the evolution of retail is more rapid than ever. Not only have dressing habits shifted, impacting what customers really want from their intimates in this new era, but changed life/work routines are defining new expectations around service too.
As a well-established brick and mortar boutique or a start-up e-commerce platform, the priority is to sell intimate apparel in a way that satisfies and surpasses the expectations of your audience. But with a lingering sense of uncertainty, and nobody confident in what can or can’t be done Covid-safely, this post-lockdown period is prime time to re-connect with your target audience and raise the bar on what you do and how you do it.
Here are three ways to connect with customers, know exactly what they want – and give it to them easily.
- By far the most simple and effective way of understanding what your customers want and expect from you is to ask. Inviting them to complete a short questionnaire will give insight into the problems they’re facing right now, whether that’s finding the right product or worries about body confidence or Covid-safety. First, get clear on your own objective and define what you want a better understanding of e.g. product selection, service delivery, or both. Use a simple online survey app, email, or old school pen & paper to collect the thoughts of your top shoppers with prompts like ‘what brands of lingerie do you particularly like?’ and ‘what is the key motivator for you when looking to purchase lingerie?’. Simple and specific questions are perfect for encouraging the recipient to answer openly, and the feedback will be invaluable for your future decision making and business development.
- Whether you’re a savvy social media user, a keen blogger or prefer to correspond with customers by email (psst…there’s a lot to be said for a traditional mail out too), use questionnaire responses as the foundations of your master content. The feedback you’ve gathered gives you a road map to address customers deepest fears and frustrations around shopping for lingerie, and by providing smart solutions your expertise is showcased and customers will be awed at how you can read their minds. (Psst…asking customers how they like to hear from you is a brilliant questionnaire inclusion!)
- Once you know how customers like to communicate, figure out how much time that will take and decide how often you can commit to doing that. A brilliantly written monthly blog or email newsletter is no less valuable than daily social media posts. And why share content in places your customers aren’t hanging out!? As an expert, you have a lot to share, and your customers are bombarded with content 24/7, so the key to standing out and to developing solid and lasting relationships comes down to communicating consistently in a volume that’s manageable for both parties.
It’s no marketing myth that it takes over 7 recurrences of a customer seeing the same message before they take action, so help your audience and yourself by re-purposing regularly. Updating blog images, tweaking copy, and re-sharing content gives your audience the opportunity to catch up on anything they might have missed and re-affirms what you stand for.
There is no crystal ball for figuring out business but communicating with customers openly is, hands-down, way more valuable. Every customer interaction is an inspiration for how you can better serve the next, and by talking their language you’ll connect with them more deeply and learn how to give exactly what they want in ways that are easier than you ever could have imagined.
Sarah Connelly, Lingerie Fitting & Styling Expert and Mentor
If you have a question, or need help navigating a challenge in your business and would like to discuss consultancy or mentoring options, write to Sarah at hello@sarahconnelly.co.uk
