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The White Company: Using Timely CRM Tactics?

Welcome back to PostFunnel’s 37th episode of the 7 CRM Commandment Series.

Today we get to The White Company – a retailer of linens, home decor, dinnerware, and furniture based in England.

Let’s find out how they score and rank against the rest.

1. Be Transparent 8/10

For this commandment, we don’t usually write about the brand’s website but rather about how they’ve been appearing to the public in the news.

But with TWC – we couldn’t help but notice and want to communicate the level of transparency in the first two banners that we immediately noticed on their HP:

  1. The exact amount of time orders in the UK will arrive in
  2. That there are DELAYS to international orders

Also, the following popup asks customers for feedback in order to do better – which shows the human side of the brand who knows they’re not perfect:

Finally, according to Glamour Mag, TWC never gives out discounts and it seems as if the brand has acknowledged and approved them writing this:

“The White Company discount codes don’t come around very often – much to my dismay – so when GLAMOUR launched a 10% off promotion with the brand earlier this week, my heart skipped a beat.”

Other than this, though, we didn’t stumble on too many other examples of when the brand was showcasing its human side.

Anyhow, the discount thing brings us to our next commandment.

2. Incentives and Perks 5/10

When scrolling down to the bottom of the brand’s HP – we were presented with an “up to 60% off” promotion:

A newsletter signup offer was presented as well:

The white company also has a Sale section on their website.

Other than that – no discounts were on offer to provide customers with incentives and perks to continue shopping with them in the long run.

3. Be Relevant 8/10

Obviously very relevant to shoppers – the brand has created an entire Brexit International Delivery Information page. The page details dispatching info, returns, customs, duty and so much more important info for shoppers.

An update from the company on COVID-19 has also been added to their website. In fact, they dedicated an entire page to detailing info on store closures, how to connect with them, and more.

The personal note below also got to us as it acknowledges these challenging times, especially this past year, where we all must take extra care to stay safe:

Additionally, though, we felt they are lacking product offerings that are timely and relevant to now.

4. Be Helpful 8/10

The White Heart Foundation is a charity that helps vulnerable women and children who are in need, and it has been established by TWC. Funding from this foundation has helped refugees in areas that have experienced financial shortages.

The White Heart has also helped other organizations such as the Prince’s Trust to equip disadvantaged young people “with the skills and experience to enter the retail industry and start their career at The White Company,” as written on their website.

When searching for more info and detail on how the brand has been donating or when the donations have been made – we couldn’t find any concrete articles or recent announcements in the news.

In addition, we couldn’t find a certain cause the brand is passionate about – think sustainability or one that’s a bit more timely (BLM, LGBT+ or even COVID support).

5. Realtime Personalization 2/10

When adding bath towels to our cart, no cross-sell or up-sell techniques were used by the brand. However, there were “customers also viewed” item suggestions:

When going back to the brand’s HP after adding the item to our cart – our experience wasn’t tailored or personalized to suit our product and/or category of interest.

Also, no retargeting efforts were made by the brand in realtime.

6. Master UX 8/10

The brand’s subtle and fresh colors were easy to look at and focus on allowing us to quickly find what we came to look for.

The way in which the product details are presented to customers is neat and unique making it clear and simple to understand what the item’s details are, how to care for them, and when they will be delivered.

Adding items to our cart and removing them was simple – as well as proceeding to check out. Smooth and frictionless.

You can contact the brand in 3 convenient ways that are clearly laid out on their Contact Us page.

Our experience with the brand was excellent overall, but not especially memorable. It’s good, but not good enough to make us come back just for the sake of the experience.

7. Leverage Social Media 7/10

On Instagram, TWC has 785K followers, on Facebook the brand has 347K likes, and on Twitter they have 33.3K followers.

On all three channels, the brand is doing a good job at interacting with customers and pleasing them with light and encouraging content.

A lot of cozy stay at home posts on Insta:


View this post on Instagram


A post shared by The White Company (@thewhitecompany)

On Twitter, however, the brand’s last Tweet was posted over a month ago – therefore, we deducted a few points here.

Still, the fact they do post different content on the 3 platforms is a good start.

Key Takeaways for The White Company

With low scores on crucial categories such as realtime personalization and incentives and perks, and not one perfect score – this analysis ended up at 46 of 70 points – or, 66%, placing them in towards the bottom of our rankings at 30th.

Here are the full rankings of all the brands we analyzed to date:

  1. Pets at Home 91%
  2. Lowe’s 90%
  3. Petco 90%
  4. Target 87%
  5. Uniqlo 86%
  6. Paul Smith 84%
  7. Vrbo 83%
  8. N Brown Group 81%
  9. West Elm 81%
  10. The North Face 81%
  11. Holland and Barret 80%
  12. lululemon 80%
  13. JD Sports 79%
  14. Brooks Running 79%
  15. Best Buy 78%
  16. Nando’s 75%
  17. Etsy 76%
  18. The Body Shop 74%
  19. Gymshark 73%
  20. William Hill 73%
  21. Essence 72%
  22. Iceland Foods 71%
  23. Total Wine & More 70%
  24. Tommy Hilfiger 70%
  25. Walgreens 70%
  26. Kohl’s 70%
  27. United Colors of Benetton 69%
  28. Buy Buy Baby 68%
  29. Fiverr 67%
  30. The White Company 66%
  31. Next 63%
  32. Patagonia 61%
  33. Express 60%
  34. Burberry 60%
  35. Zara 59%
  36. COS 57%
  37. Dream11 53%

We publish a new analysis every week, so watch this space for more brand analyses coming your way!

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