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"Way to make a girl feel special!"

  • Kara Holm
  • Dec 20, 2015
  • 4 min read

Experiences matter. We don't buy products, show tickets or meals. We invest in experiences.

Successful retailers and hospitality/entertainment destinations know this and are striving to differentiate themselves by creating experiences. Even mundane daily tasks like buying groceries can be elevated to the level of experience. Businesses that have a clear idea of their customers – and I don’t mean how old they are and where they live, I mean knowing what is important to them – are the most successful at creating and delivering experiences that meet expectations. To succeed, you have to be brave. If you try to appeal to everyone, it is impossible to create memorable experiences for anyone. The brands we care about and reward with our business, are the ones we identify with.

It is no secret that I love John Fluevog… well at least his shoes and boots. I don’t know the man personally but I believe his brand speaks to a certain segment of the population that he understands well. (See my blog October 16: “Seeking the Millennial Grail” for more on Fluevog’s insights into his customers).

Last week I received a lovely gift in my in-box: a Fluevog gift card from my friend (and colleague) Helen. It was just the inspiration I needed to purchase a pair of booties (Giulia) I had been thinking about buying. Although I wanted the boots, I just could not commit to buying a luxury item for myself so close to Christmas. Now, thanks to the gift card, the Giulias could be mine, guilt-free.

As there is not a Fluevog store in Halifax, I had to order my booties online. Honestly, the process was not seamless. The website would not recognize the gift card. The impatient part of me — that has been trained by technology to think that everything should be available instantly and work the first time —was frustrated. Still, the outcome of the transaction and my net impression of the experience were positive.

After a few emails and phone calls, the gift card situation was resolved by an army of enthusiastic Fluevogists who signed their emails “Thanks for Voggin’!” or “Yours in Fluevogery,” and other charming phrases – at least they charm me. Really what matters is that it works for me since I am the customer. My frustration with the payment process’s shortcomings was diffused by my recognition that technology for Fluevog is about well-crafted, small scale production shoes and great service: they aren’t experts in eCommerce. It is not their core business. In fact, Fluevog ships online orders from the nearest Fluevog shop with the product in stock, not a vast warehouse. It is a small operation that started as a storefront retail business and retains that culture even as they try to service hungry customers like me who do not live in major ‘culture’ centres. Fluevog offers great support for its online business. The support is delivered in a personalized manner, so even if the technology does not work as we have come to expect, the part of the business that has made Fluevog great, functions really well “across platforms”. The help is typically very fast, friendly, enthusiastic, and expert.

When I returned home from a trip to New York Thursday night my new boots were waiting for me. They fit perfectly and they are even nicer than I had hoped. They were delivered with a handwritten note affirming that I had made a good purchase, a pin, a bag to keep them scuff free, and a postcard telling me that John Fluevog thinks I’m awesome (in French because my shoes arrived from Quebec City). Fluevog gets me! I felt special.

Fluevog does not have a loyalty program. But they don’t exactly need one. Just by being a Fluevog wearer, I am in the club. They are small enough that they can offer every customer personalized attention. They are also small enough that can establish a clear position in the market. Fleuvog is not for everyone and they are okay with that!

My friend (and client) Sean recently was recognized by a brand he admires very much, Starbucks. Upon reaching the gold level in the coffee leader’s loyalty program, he received a lovely gold greeting card in the snail mail with his new membership card. It made him feel special and valued. The experience felt personal even though the coffee chain is huge. Mission accomplished: Starbucks further cemented his loyalty.

Starbucks’ audience is more broad than Fluevogs’. It appeals to people like Sean and to my tween daughter who has recently started collecting “stars” for her Frappucino habit. She notes, that she is going to buy the Starbucks anyway. It tastes good and it’s popular now, so she might as well be collecting rewards while enjoying her favourite beverage. Starbucks delivers a personalized experience through its loyalty program and through little touches like writing your name on your coffee cup.

Experiences matter. Small or large, you can make your customers feel valued and offer a personalized experience, but only if you have a clear understanding of the people who patronize your business. How you offer that experience will be different, but it is possible to succeed with thought, self knowledge and consistent exectuion.

As John Fluevog says: "Walk in Peace!"

First and third photos by Gala Holm. To see the Giulias and more awesome shoes, visit www.fleuvog.com.

 
 
 

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About us:

This blog includes content produced by the founders of Play the Field™, Kara Holm and Thomas Curran..  

 

We are focused on developing technology-enabled solutions to address clearly defined business issues, rooted in entertaining consumer experiences. We bridge the gap between customer experience and actionable business intelligence by helping our clients engage with a highly desirable psychographic segment of the population. You might call them Millennials, but the opportunity is broader. 

Products in development include Play the Field™. PTF builds loyalty and engagement through augmented reality games and rewards.

 

PTF is driven by a consumer-facing augmented reality (AR) treasure hunt and supported by preference-based artificial intelligence (AI). Play the Field™ solves key business issues: new customer acquisition and retention and engagement of current customers. 

© 2017 "It is a dirty job!" 

Curated by Kara Holm

+ 1 (902) 830-4884

kara@letsptf.com

wwwkaraholm.com

www.letsptf.live

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