Customer experience at its best

We've discussed the customer experience and its relation to the brand, the creative platform, the marketing plan, and the merchandise concept throughout the year. Now let's look at building a sound channel-centric customer experience.

Your brand sets the tone of the customer experience and is an outward expression of three fundamental concepts: who you are, what is it you sell, and why it matters. Brand is an expression of what distinguishes you from the competitive set.

Your “one thing,” your higher order benefit, should be the starting point of your conversation with the customer. She should come to know you for that and should expect it from you. And you should deliver it at every possible turn: in the retail setting, online, within the pages of your catalog, in your e-mail campaigns, and on the telephones.

Remember that one size does not fit all:The customer experience is channel specific. While key elements of the brand will tie all channels together, your plan must be crafted and executed specific not only to the channel's environment, but also to the way in which customers gather information and shop.

To do this, you must understand why customers choose to interact with your business in the ways that they do. If you believe customers are shopping online because it's more convenient, does that mean that your call center operations are inconveniencing them? Let's hope not.

Or better yet, find out. Getting customers' opinions on the “whys” and “hows” of their interactions with you can help you align the experience you're delivering across channels with your customers' expectations.

For instance, don't assume that just because you read somewhere that “people go online for the order function only” that it is true for your customers.

What merchants are doing a good job with their customer experience? Let's look at two companies we consider to be examples of excellence in print catalog marketing and stellar Web experiences.

Newport News gets it right in print

Apparel merchant Newport News not only understands who it is and what it sells, it knows who its customers are and how to engage them. Newport News aims to offer “the latest fashions at affordable prices.” Even its marketing materials promise “Real Style, Real Value.”

How does the cataloger prove its one thing? First, by touting that its design teams are inspired by worldwide influences, always looking and predicting where fashion trends will go. Newport News understands that it is not just selling apparel or items on a page, but a “fashion-forward” lifestyle its target audience can afford.

The copy and photography looks fashionable and everything is presented in “collections” rather than just a functional category. Collections include lifestyle names such as “Together” (designed in Europe), “Urban Safari” or “Everyday Romance,” mirroring fashion nuances that are popular today.

Terms are used both in the catalog and online, such as “What's New” and “What's Hot,” reinforcing the notion that the merchant is an expert in the fashion world. Newport News further proves affordability with its reasonable prices, but takes it one step further by offering “two-fers,” special savings events, and even a club card that offers deep discounts.

Consistency is the key to this catalog's success, and every time a catalog arrives in the mailbox, customers know what to expect. But how does the mailer create a relevant customer experience beyond presenting the right merchandise and prices?

Engage me!

Unlike most apparel catalogs, Newport News understands how to engage customers. Rather than a typical catalog spread, this book mirrors what customers see within the pages of on-trend fashion magazines. You'll see one garment shown with three unique outfits. Or, you'll see an entire outfit, shown accessorized to achieve a look similar to what is seen in magazines.

The magazine-style format is something its customers are comfortable with, and the pages will highlight the versatility of Newport News collections. And just like fashion magazines, the cataloger offers fashion tips, styling updates, and figure advice.

Within the past year, Newport News further engaged customers by creating a catalog that proved its “on-trend” focus. The catalog was called “Fashion Editors love Newport News!” and it demonstrated how Glamour, Elle, and O highlighted the company's clothing within their magazine pages. What an endorsement!

Show me how I can be on-trend

As mentioned earlier, Newport News never sells just items; it sells a “look.” The catalog begins by positioning the company as the experts by advising you on “Fall Fashion Trends,” “Fashion Editors Favorites” or the “Fall Color Palette.” Throughout the catalog, products are grouped by trends and colors. Looking for “Equestrian Elegance” or “Animal Glam” or those “New Warm Reds”? The catalog pages present these concepts by spread, demonstrating how you can achieve each of these looks from head to toe.