Bombay is boutique haven. From imported clothes to designer Indian clothing boutiques, one can find quite an array of shops to choose from. Some we like, some we don't.
What's interesting to note is how these boutiques communicate.
SMS texting on your mobile phone, done with permission of course (after you fill in your name and number in the guest book) -is where it's at these days. Here's a text message I received recently:
Karma Kola presents 'Summer Fest' – a new collection of cool summer tops, dresses, jumpsuits, and shorts. Check it out today!
While that might be impossible to ignore and great if you're already out shopping, I wonder about other more engaging methods of communication. What about email? A newsletter? A facebook group or fan page? And, what about the ultimate in word-of-mouth- some great service?
Most of the stores with their SMS campaigns attract a crowd, but unfortunately, don't invest in great service.
There's one boutique that I went to lately that had exceptional service. Lace, on the way to Pali Hill, Bandra is a lingerie store that has well-trained staff. From assisting you with sizes, informing you about discounts, to helping you understand your bill and signing you up for the loyalty programme, the assistants have it down pat. And, it is service with a smile.
Lesson Learned: Be innovative and communicate well. But, if you can't deliver, don't send that SMS.