Customize (and sell)
Your customer's preferences will allow you to offer them true value.
There are thousands of advertising impacts to which buyers are exposed from the moment they wake up until minutes before going to sleep.
The immediacy of digital platforms offers absolute exposure to “aggressive” or “subtle” messages in terms of communication from any mobile device.
In this context, it is not enough to create content that could be considered attractive (audiovisual material, captivating images or meaningful written messages).
But then, what can we do as fashion firms or projects that lead this industry? Perhaps there is no concrete answer, but one strategy that makes the difference is personalization.
To define it, we must start from a marketing perspective; personalization would then be the set of actions that allow fashion firms to connect with each customer in a unique way (whether by offering a specific product or service).
If you want to achieve this, a first step would be to ask yourself who your client is and, by digging deeper, who makes up that spectrum of buyers, allies and audiences with which you want to connect as a firm within the industry.
Among the actions, as simple as they may seem, that we suggest you take is the creation of a database (the more complete, the better). Personalization in areas such as email marketing or even post-purchase customer service must be accompanied by direct one-to-one communication.
Of course, identifying needs and segmenting to decide the tone of communication with that specific client or clients are part of the tasks of personalization.
And to strengthen it, don't forget to establish contact with your buyer. How? Through memorable experiences (both physical and digital) and if the production scheme allows it, personalizing products: colors, details or textures chosen by the consumer during the shopping experience is an unbeatable plus.
In short, all your firm's marketing and communications efforts that can be personalised will offer greater value to your buyers. Let's get to work!