The study lists a number of ways that a retail customer’s experience can be personalized ranging from offering monogramming services to providing access to a personal stylist. Even so, of the 400 consumers surveyed, 42 percent who had visited a clothing store within the past six months claimed to have not received a personalized experience.
While the study is specific to clothing stores, there is broad application of its findings among an array of businesses.
For example, Yankee Candle recognizes the benefits of personalization and is being deliberate about personalizing the experience of its customers. I saw a Yankee Candle television commercial last weekend, a week before Mother’s Day, depicting how customers can easily and quickly create personalized photo candles online in three simple steps by selecting a fragrance, uploading a personal photo, and adding a unique message.
Another retailer, Pottery Barn Kids, gets nearly all of my business for my children’s bedding, towels, and baby gifts – in large part due to its in-store, while-you-wait monogramming services. Customers can choose from dozens of unique fonts, styles, and thread colors to customize their purchases. Oh, and while Pottery Barn Kids is delighting customers and engendering loyalty, it’s also adding revenue by charging $9.50 per product for its monogramming service.
Even our children’s orthodontist personalizes her patients’ experience by letting them choose the colors of the bands that bind their braces, which may reflect a cause (e.g., pink for breast cancer awareness), the season (e.g., red and green in December), or their school colors. Dr. Sloss tailors the experience further by accommodating the unique interests of her patients. For instance, she recently provided my son with a braces mouthguard when she learned of his approaching flag football season.
— Steve Curtin (@enthused) May 1, 2017
Below is an infographic that summarizes the results of the study:
Don’t settle for ordinary. Choose extraordinary. (It’s always a choice.) Order Delight Your Customers: 7 Simple Ways to Raise Your Customer Service from Ordinary to Extraordinary by Steve Curtin or purchase from select retailers, including Barnes & Noble.
New! Cascade the lessons from Delight Your Customers throughout your department, division, or entire organization. Order the Delight Your Customers Companion Guide by Steve Curtin and Brian O’Neill.
Watch the 90-second book trailer.