Knowing who your customer is, is absolutely essential to every kind of fashion or luxury business. Be it eCommerce, retail or a high-end service. The more you know, the better you can sell.
Who is your ideal customer?
There are several important questions every business owner or manager should ask himself before full-on committing to an idea:
- How many different ideal customers does my business have? Only one or several?
- What is their gender?
- What is their age? (Baby-boomers, millennials, generation Z?)
- What is their average income?
- Where do they live?
- What kind of media do they consume?
- What is their problem? How can you help to solve it?
- Who do your customer look up to?
- What are their goals and dreams?
These questions form an essential base for developing distinct profiles for your customers.
How can you obtain this information?
Especially in luxury you have to be very careful about this part. The best CRM / Big Data strategy is to have a 3-phase model:
Phase 1 (Pre-Launch):
Coordinating your design, brand, and identity for optimal sales (Knowing your ideal customer).
Phase 2 (Sales):
Best is to use a CRM system like Salesforce, SugarCRM or similar to collect info about your leads. Collecting information through newsletter -subscriptions, memberships, question forms, polls and page analytics is a good start. On the retail side, the sales staff should be well trained and try to build relationships by memorizing important preferences and details about their everyday clients (while adding them to the CRM).
Phase 3 (Post-Sales):
Tracking who bought what, when and how can help to improve future marketing and sales campaigns. Data from eCommerce shops, store managers, social media analytics, display and programmatic advertising can be unified to deliver a clear picture.
Which kind of information is especially relevant for fashion & luxury?
- Taste (Color, Forms, Patterns, Fabrics, Cuts, Logos, Graphics)
- Senses (Visual, Touch, Smell, Audio, Taste)
- Particular brands, collections
- Personal interests, hobbies, emotional connection, and history with the brand (especially important for luxury)
How can we use all of this information effectively?
All this data and information, once stored and categorized, can be used to improve targeting, coach sales staff, and even strategy level decisions about the business. Any fashion & luxury company that wants to scale needs to implement an effective CRM strategy in the long-term, that is hopefully is clear now.