Boutique Banter

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.

The Email Experience

So, every week or so I receive the Sephora Beauty Insider email.And every week, I am excited to open it! Can you believe that? Yes, it's true that the company belongs to a category that I am interested in, but there are very few companies that can create excitement around an email blast, don't you think?

So let's dedicate this post to what Sephora does right and wrong. For your reference, here's the latest email as an example. It has been split into 3 parts. Click on each image if you'd like to take a closer look.

1. An Irresistible Offer: The Sephora Beauty Insider program is basically free registration to receive offers, points and freebies. So this is absolutely in sync with the purpose of the email and the Beauty Insider concept.
2. Makes you feel special: Sephora calls you by your name and goes one step ahead to say "Try it before it launches!" reminding you that it's a special for Beauty Insiders only. What a great way to make you feel special and encourage online shopping by way of a call to action (note the free shipping over $50)
3. Uh-oh!: One mistake they make is showing you where to sign up for Beauty Insider if you are not one already. Huh? I thought this email only went out to BI's!
4. New and varied: Multi-brand outlet Sephora covers all bases- providing options for fragrance, lips, eyes and skin. I know that this isn't based on my past purchases, but I wonder if ladies out there see changes in their email offering based on shopping behaviour. Wouldn't you love to know what's new with YOUR favourite brands besides the plethora out there? I think so.
5. Localized and informative: So, this is a new email, but when I signed up for the program I was based in NYC. The two events they've described are engaging and relevant, and in NYC! Not only that, there are phone numbers provided, just in case I need more info.
6. Social media and tech-savvy: The next section you notice is the Facebook, Twitter, Blog and Free stuff buttons. Notice how obvious they are made, so that you can click away and sign up! Engaging and Interactive!

Wrapping up: The Sephora Beauty Insider email provides tons of information, and opportunities to engage with the brand. It is well-designed, non-cluttered and fits in with the brand. Good job, Sephora!

The Bliss Factor for the Sephora Email Experience is 4/5! (The Bliss Factor is our new rating of experiences based on how they make a customer feel, 5 being the highest a brand can get)

(Un) Branded!

A certain newspaper review mentioned that Red Ninja (in Bandra, Bombay) would serve up some delish asian grub and pack it in cute little chinese takeout containers.
These containers were described as being red with a ninja printed on them. Interesting, I thought! What a great way to reinforce one's brand name!

However, when the moment (and the food) arrived- I chose to differ. The food we ordered was just average, and came in white paper and foil containers. No red. No ninja.
What happened to basic brand consistency?

Some brands that come to mind when we think brand consistency are- Tiffany & Co. with its signature blue box; Abercrombie & Fitch with its great-looking-models-in-beachy-locales.

Closer to home (India) - I cannot think of a brand that displays such brand consistency.
Even cafes such as Basilico and Saltwater Cafe tend to use different packaging for different items including plain white non-branded plastic bags!

Can you think of a local Indian retail/lifestyle/travel/hospitality brand that is branded well and branded consistently? Let me know which ones and why!