Predict! Los Angeles: Five Retention Marketing Tips For Fashion Brands

May, 22 2015

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We had a great evening at the restaurant Perch in Los Angeles and, between the helicopters overhead and the band nearby, compared notes on retention marketing. Attendees included executives from Z Gallerie, BCBG, JustFab, American Apparel and AJ Jeans as well as luminaries such as The Real Fashion Digital's Sandy Hussain.

Here are five suggestions on how to increase customer engagement and lifetime value from the Retail Community in Los Angeles:

1. Don't forget the delivery

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Manage the customer journey end to end. This could include paying attention to the packaging. Flower delivery company Bloom is well known for doing a great job in this area and it keeps customers coming back again and again.

2. Surprise and delight

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Several attendees were customers of JustFab and Fabletics and were raving about the surprise gifts the company sometimes includes in their order. Recently the company gave all athletics wear customers a free deodorant for example.

3. Convenience hooks customers

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If you make the entire (re)order process convenient, that could be enough to keep customers coming back. Amazon is experimenting with Dash buttons to reorder anything from detergent to trash bags. One attendee suggested Nespresso (espresso capsules) should do the same and use information about coffee tastes to deliver personalized service in it's coffee shops.

4. Personalized direct mail is working

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One of the guests recounted how Louis Vuitton sent a reminder post card to buy a birthday present for a loved one and this got him to purchase another present from the brand. Many people are buying gifts, including mother's day gifts, last minute and would appreciate a heads up with some personalized recommendations.

5. A simply thank you goes a long way

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LinkedIn did a campaign years ago simply thanking its top users. It went viral. Luxury brand Lilly Pulitzer is using the "simple thank you" to send personalized postcards with the customers' name after each purchase.

All guests agreed that "Retention is the new acquisition" and that there is a huge opportunity to focus on retention. For most retailers 70% of buyers are "one and done" and never come back so retailers who are about to re-engage these customers will win big.