In recent years, the retail industry has seen an influx of fashion-conscious shoppers. The young generation, in particular, has high expectations from brands. So, fashion brands cannot adopt a one-size-fits-all approach to customer experience. Every customer journey must be personalized as per unique style preferences, body shapes, skin tones, etc. To address this unmet need, REDTAG has introduced its ‘Fashion Stylist’ service, to reflect the ambition, vision and philosophy behind its #WearASmile customer engagement initiative: “To delight our customers through an exceptional experience and be the most engaged brand”; as one of the brand promises within its #WearASmile campaign.
The contemporary customer is spoilt for choices. While optionality is great, it can lead to a selection dilemma. This is perhaps why shoppers often prefer company, so they can get a second opinion. As the old saying goes, two pairs of eyes are better than one. With ‘Fashion Stylist’ service, REDTAG shoppers get skilled stylists for tips and advice. Trained in identifying the most flattering colours, cuts, and style, these professionals are well-aware of both local and global trends, making them adept at offering a “personal-shopper” experience. This service is unlike any other on offer in the GCC region.
REDTAG has enabled customers to schedule a session with fashion stylists through its mobile app, while walk-in customers can connect with stylists at the store. The session will involve finding colours that complement the skin tone and “body analysis” to determine which apparel best suits the body shape. Stylists will walk the customers through the stores, helping them select outfits and offering expert advice. However, as premium as it sounds, REDTAG’s “personal shopper” experience is free of cost, with no obligation to buy. As the brand does not set them sales targets, stylists are more service-driven and unbiased.
The ‘Fashion Stylist’ service is designed to acquaint customers with new possibilities, offer a sense of novelty — experiment with new colours, cuts, and trends — and empower them. The customer could be looking for a perfect beach vacation outfit, or a rocking office party ensemble, or travel-specific wear — the stylists will factor in all expectations of the customer before offering personalized advice. In a competitive industry like fashion and homeware, such pioneering initiatives are conducive to service differentiation.
Service-driven initiatives across touchpoints
REDTAG’s pursuit of excellence in the value fashion niche has, in addition to ‘Fashion Stylists’, led to several other pioneering customer-centric initiatives, including ‘Find your Size’, Anytime-Anywhere Exchange’, ‘Instant Gifts’, and ‘Free Home Delivery’. Each service corresponds to customers’ unique requirements and pain points. While championing high-quality and trendy apparel and homeware, REDTAG continues to delight its customers across omnichannel touchpoints.
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