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Brands add a personal touch to their digital operations

"The invasion of technology is reinventing the fashion world with customers moving away from brick and mortar stores to online shopping. However, the luxury fashion sector has, until now, remained immune to this change as here the experience of shopping in opulent boutiques is almost as important for customers as the clothes themselves. Therefore, for most luxury brands, going digital is just an effective way to add value to their business and communicate with their global market."

 

Brands add a personal touch to their digitalThe invasion of technology is reinventing the fashion world with customers moving away from brick and mortar stores to online shopping. However, the luxury fashion sector has, until now, remained immune to this change as here the experience of shopping in opulent boutiques is almost as important for customers as the clothes themselves. Therefore, for most luxury brands, going digital is just an effective way to add value to their business and communicate with their global market.

A case in point is the Thailand-based firm Club21, a distributor of luxury fashion brands such as Alexander Wang, AX Armani Exchange, Bao Bao Issey Miyake, Comme des Garcons, DKNY, Diesel, Emporio Armani, Marni, Mulberry, Pleats Please Issey Miyake, Paul Smith and Stella McCartney. The company, which has been successfully operating for four decades under the banner Club21 Asia, has always emphasised building long-term relationships with its clients through its brand trust and services.

Applying the 3C’s to attract more customers

For projecting a consistent positive image, the company applies the principle of 3Cs. Of these, the first ‘C’ standsBrands add a personal touch to their for communication. The company ensures effective communications with its clients through its online operations. It also has a presence on other social media tools such as Facebook, Instagram, YouTube, etc.

The second ‘C’ stands for Commerce. The company enables its customers to solve their queries regarding the nature of its products and their prices. For this it has started @line where the customers can leave messages even when the shops are closed. The third 'C', Customer, the customer service team forwards this message to the listed brands who send the pictures of their products with prices to the service teams. This service team then passes on the information to the customer.

Once a customer decides to purchase the product, the company organises for its free delivery, thus applying the third principle of offering convenience to its customers. This is the main reason the overall return rates for online purchases from the company are considerably lower than the standard 30 per cent.

Personalised attention ensures brand loyalty

Like Club21, Pacifica Group provides its customers human interaction or personalised services that make them feel comfortable when they shop. The company ensures delivery of its products to its customers irrespective of their locations. For this, the company uses its e-commerce operations. For instance, if a customer who visits the company’s store at CentralWorld but doesn’t find a particular garment in her size, the company finds and delivers it to her. It is also uses courier mode of delivery as it ensures that the delivery reaches its customers safely besides providing them a personalized experience.

 
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