Posted on June 6, 2018
According to retail industry research, the attraction of new customers costs retailers 6-7 times more than the retention of old ones. This makes sense when you compare the activities most likely to lure new customers — clearance sales and advertisements — to the basic principles of customer service that bring customers time and again. At BJ Wilson and Company, we deliver training solutions for fashion retailers who want to keep their customers over the long-term for repeat sales. In addition to broad and comprehensive training in fashion essentials, including wardrobe construction, salespeople get training in the service fundamentals that make all the difference.
In order for traditional retailers to stay relevant in the e-commerce era, they must emphasize what online retailers cannot offer: direct, face-to-face engagement with customers. Customers want to feel appreciated. This can be as simple as a “thank you,” or as comprehensive as the development of a one-on-one relationship. BJ Wilson and Company shows retailers how to forge partnerships in regards to customers’ wardrobes. Salespeople learn about customers’ likes, dislikes, and lifestyles, and help them make informed decisions on how to dress. Customers value this attention, and will come to trust the retailer’s trained staff as a valuable and vital resource.
Customers who feel heard and acknowledged are much more likely to return for subsequent purchases. Whether a customer needs a single outfit for a special occassion, or a complete wardrobe for an upcoming season, BJ Wilson and Company trains sales associates to pair the right apparel with the right person. Customers feel comfortable to share feedback and engage with salespeople as they would with trusted friends. Salespeople also learn how to check in with customers, stay updated on lifestyle changes, and tailor future wardrobe needs to customer’s changing circumstances.
Friendly recommendations and word of mouth trump any advertising campaign. A revamped wardrobe that plays to an individual’s features and body type will attract notice from friends and colleagues. Once your customers begin to share their experience of your personalized services, you can count on increased sales and opportunities to expand your clientele. Most retailers strive to undercut one another in a race to the bottom. Customers get savings on clothing they may not even want, and store loyalty runs only as deep as the percentage of slashed prices. Once a retailer partners with BJ Wilson and Company, employees learn to move apparel at the most lucrative times: in advance of upcoming seasons. Customers get complete, flattering wardrobes they can update year to year, and subsequently share their positive impressions with friends.
Imagine: new customers that seek you out because you offer a singular service and experience. A small investment in BJ Wilson and Company’s training solutions makes this possible. To learn more about how to achieve repeat sales, visit Amazon to purchase a copy of The Fashion Cycle: Strategic Buying & Selling for Retail: A Workbook and Practical Guide. To learn more about the book, click here. For questions or inquiries about how to provide better fashion advice in Dallas and Fort Worth, TX, call 817-763-5081 today.