Second, respect the customer’s journey both online and offline. Although you need to be online to attract potential customers, you cannot fully engage them there. Use online to attract customers and offline to immerse them fully in your brand, to build a relationship, and to allow them to experience what your brand is all about. Create an integrated and seamless online and offline experience for the consumer. Use online to attract them, and offline to close the deal.
There are five ways to make customer engagement more dynamic and effective. First, give your customers the option to customize. Nobody wants a product that a thousand other people have, so offer a choice for customers to stamp their own individuality onto the product.
Third, build a great experience – something that delights – for your customers. This ultimately leads to building long-term relationships. It’s not just about giving them a discount at the store; it is also about involving them. We engage our VIP customers in invite-only events, even feature their homes online on our website. We also invite them over to preview our newest collections. Creating experiences makes them feel they are part of the growth of our brand.
Fourth, create partnerships and creative collaborations. Today, it is possible to work with the best international designers. There is something magical about different creatives coming together to create something amazing. Although we’re only a three-year-old brand, we recently brought in six award-winning international designers to create six collections for Castlery Feat, our designer series. And they have been received well by consumers.
The fifth, and the most important of all, is to develop your brand personality. Instead of simply focusing on selling to customers, think about building a relationship with them. Creating that delightful experience builds that relationship, and in order to do that well, your personality must shine through. You need to be a person! Who am I? What do I stand for? What are my values? These are the things that, as a brand and a retailer, are important to focus on and showcase to customers every single day – online as well as offline.
For an immersive Castlery experience, visit their showroom at 2 Alexandra Road, #01-03A Delta House 159919