Some retailers will go to admirable lengths to service their customers’ needs, as iSpyStyle director Kate Vandermeer recounts.
Kate Vandermeer is director of iSpyStyle – a website and consultancy that spies on the design and fashion industry providing trend and business information targeted to inspire, inform and connect. Follow Kate on Twitter at www.twitter.com/iSpyStyle_Kate or subscribe to her website for free on www.ispystyle.net
The role of Customer Service has come a long way, however there is still a sense of apathy from many retailers about pushing the boundaries of what constitutes Customer Service and how they can adopt a more personalised, interactive approach.
Jeanswest have come up with a unique solution for that painful rear-view-jean-trying-on-experience which really synergises their brand with their key demographic and still solves a practical problem.
Instead of customers contorting their necks to check their rear view is flattering in the jeans they are trying on, Jeanswest have developed a “butt cam”. They’ve installed Butt Cam’s in their Bondi, Rundle Mall and Chadstone fitting rooms with a further roll out planned for other stores.
If you’re thinking this is a big brother moment, don’t fear. The Butt Cam is not a recording device, merely a mute ‘Trinny & Susannah’ experience in the communal area of the fitting rooms! Since launching, it’s caused quite a stir, even making its way onto Coco Perez (the fashion offshoot of Perez Hilton’s infamous celebrity blog).
Many retailers would do well to mimic this type of customer service that incorporates technology, yet is tailored to their business and offers a superior customer experience in store.