Many brands fall short when it comes to delivering top value to their customers. Chicoโs FAS, the American womenโs clothing and accessories retailer, is not on that list of brands.
Instead, the retailer that operates three brands, Soma, Chicoโs, and White House Black Market, is committed to creating a customer and product-obsessed brand.
Hereโs how.
#1 โ Customer Centricity
According to the recent interview with Chicoโs FAS CEO and president, Readying Chicoโs FAS for Fashionโs New Normal, one of their five core values is Customer Centricity.
โOur customer is at the center of all our decisions, and we aim to ensure we surprise and delight her. That stems from getting it right from a fashion and product perspective,โ Molly Langenstein, Chicoโs FAS CEO and president.
They achieve this by hiring the right management at each of Chicoโs FASโ brands โ people with qualities that include curiosity and respect and those who have a deep understanding of the customer.
#2 โ Diversity and Inclusion
D&I in its workforce is very important to Chicoโs FAS. The brand only welcomes employees who foster community both in their boutiques and digital stores.
Also, Chicoโs FAS strives to build an entirely inclusive online community among customers.
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#3 โ Digital-First, Agile Strategy
To reflect their new digital-first priority, Chicoโs has begun training leaders with previous digital knowledge and experience to lead the team.
To keep customers safe and healthy amid the pandemic, Chicoโs has also implemented BOPIS shopping methods and virtual appointments โ making it all much easier to shop with them.
โBecause the pandemic is ever-evolving, we are thinking in short bursts, focusing on three months at a time. This allows us to be flexible and to respond swiftly to any situation that may arise,โ said Langenstein.
#4 โ Customer-First Giveaways/CRM Promos
Recently, Soma held an Everything Starts With You Sweepstakes. Taking their tagline right into consideration, Tell Us Your Story, Somaโs exciting campaign puts the customer center stage โ allowing them to communicate with the brand (in up to 250 words) for a chance to be featured in an upcoming Soma campaign.
SWEEEPSTAKES โ Itโs not too late to tell us your story for a chance to be featured in an upcoming Somaยฎ campaign and win $300 of Soma essentials. Three runners-up will also receive a $100 gift card each. #SomaStartsWithYou
Enter Now: https://t.co/lBYU82M1sG pic.twitter.com/eq22Rw2PjDโ somaintimates (@SomaIntimates) April 7, 2021
#5 โ Commitment to Sustainability and Women Empowerment
In a recent press release, Soma announced the expansion of their annual Bra Donation program.
โAs a brand that is founded, led, and designed by women, Soma is committed to sustainability and helping women in need by giving unwanted bras a second chance,โ says Kimberly Grabel, SVP of Marketing, Chicoโs FAS, Inc.
โWe believe that every woman should feel confident and comfortable in her own skin. Partnering with I Support the Girls further showcases our ongoing commitment to this mission. We know some bras are a little more loved and cannot be donated to a second wearer, so we continue our dedication to keeping bras out of landfills with The Bra Recyclers.โ
Especially in todayโs unprecedented times โ customers support the brands they feel are socially responsible. Chicoโs certainly seems to be one of them.
Watch this space for future, deeper analyses of the companyโs CRM tactics.
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