One thing we’ve always been cautious about is how to present the brand and items to the customer upon delivery. Do customers really care how an item is delivered? Does it need to be bagged, boxed and tied?
We recently ran a prize draw where people signed up to win a Swarovski Pearl Jewelery Set. The prize draw went well with hundreds of subscribers. We picked a winner and sent out an email to confirm some personal details before sending the item out.
A few days later, we emailed the winner to make sure they had received the item and that everything was O.K.
Feedback before we asked…
The winner said everything was present and correct with the item and that she couldn’t wait for an occasion to wear it. The winner then offered one piece of advice/feedback.
The item which the winner received was delivered in a gold box, inside of a padded envelope. The box plus the envelope apparently didn’t do the item any justice and the winner was kind enough to say that it should be changed.
Now for us, it isn’t really a problem as we have a minimal amount of the ‘gold boxes’ and were going to change them before the first item was sold on the Eliot Turner website.
Presentation is everything!
We’ve learned an important lesson before the store was up and running. We need to think more clearly about how we present our stock to the consumer, at least we know we’re on the right track with the stock!