Customer Service is Personal: Personalized Marketing

The fashion industry is installing new marketing strategies to make their customer service more personal. With the latest technology, social media, and interactive features, big-name labels are reaching their customers on a personal level through the use of personalized marketing efforts.

Getting Involved on Instagram

Audience engagement on social media has been driving sales in the past few years. New technology now allows for shoppable ads that can be found on Facebook and Instagram. Madewell is one clothing company that has mastered the idea of “click-and-shop”. With over one million followers, every post has a direct link to their online store, as well as hashtags to connect with all their customers. ASOS is another popular brand that uses hashtags to drive audience engagement. Instead of posting their clothing on models, they promote their products by using photos of actual customers wearing the clothing. This tactic allows for potential customers to see looks on people just like them, and shows that the brand is committed to their customers.

Instagram Stories is a recent feature that promotes content more frequently. Michael Kors is one brand that has seen improvement since the use of stories. Their ad recall has increased since the use of custom Instagram stories, as well as an increase in favorability.

An Interactive Experience

With large brands and high-end designers, it can be hard for a customer to not feel like just a number. Many brands have implemented customer service chatbots to give customers a more one-on-one experience. With the use of artificial intelligence, brands like Levi’s, Tommy Hilfiger and Burberry are getting more connected to their customers.

Levi’s has installed a “virtual stylist” chatbot to their website that can help a customer find the perfect fitting jeans while they shop. This new feature offers the same customer service experience one would get if they were shopping in store.

During 2016’s Fashion Week, Tommy Hilfiger and Burberry both implemented a “fashion bot” feature on Facebook messenger to promote their new lines. With this feature, customers could message the designer, and the fashion bot would give them a tour of the collection. The bot was programmed with over 7,000 responses, so the customer could ask questions and receive answers.

It’s All About Personalization

Customers sign up for mailing lists and receive the same generic email every week. Alex and Ani, a popular jewelry brand, started personalizing the emails they sent out which resulted in a 73 percent increase in monthly email revenue. These emails were personalized with the customer’s name, reminding them of their shopping cart, birthday emails, or “top picks” based on their past shopping experiences.

Amazon Alexa partnered with Ask Perry Ellis to give a personal shopping experience at home. A customer can ask Alexa, “Ask Perry Ellis what I should wear”, and she will respond with outfits that are best fitted for the weather, your style, and type of event. The choices are then emailed to you. You are directed straight to the Perry Ellis website where customers can finish their shopping.

Brands are becoming more connected to their customers. Brands build relationships and get insight on what the customer wants, and the customer feels more involved and appreciated. Technology and social media are pushing these relationships to new levels.