"Bottle Up Kindness" (w/ Ingrid Milman, Ann Taylor)
Future Commerce · with Ingrid Milman · February 22, 2019 · 31 min
Summary
This episode features Ingrid Milman, eCommerce Strategist for Ann Inc., discussing how brands can thrive in the digital age by prioritizing customer expectations and clienteling. She emphasizes developing a brand culture steeped in "kindness" from internal employee interactions to external customer experiences. This includes practical strategies like inclusive sizing and innovative subscription models to meet evolving consumer needs.
Key takeaways
Implement clienteling as a core brand strategy by training all customer-facing staff to provide friendly, helpful service that removes shopping frustrations.
Focus on solving customer problems with your offerings rather than just aesthetics, ensuring your products truly meet their needs.
Consider innovative service models like clothing subscriptions to cater to evolving customer desires for variety, sustainability, and convenience, especially for wardrobe staples.
Leverage deep technical understanding in e-commerce leadership roles to bridge the gap between back-end infrastructure and customer-facing experiences, allowing for more impactful brand partnerships and digital initiatives.
Expand product sizing to be more inclusive (petite, tall, plus-sizes) to reduce barriers to entry and cater to a wider customer base, enhancing the overall customer experience.
Brian sits down at eTail West 2019 with Ingrid Milman, eCommerce Strategist for Ann Inc (Ann Taylor | LOFT | Lou & Grey) . Ingrid talks about customer expectations in the digital age, clienteling as a culture, and how to lace kindness into a brand culture from top to bottom - from employee interaction to customer experience.
Implement clienteling as a core brand strategy by training all customer-facing staff to provide friendly, helpful service that removes shopping frustrations.
What does this episode say about retail & omnichannel?
Focus on solving customer problems with your offerings rather than just aesthetics, ensuring your products truly meet their needs.
What does this episode say about customer retention?
Consider innovative service models like clothing subscriptions to cater to evolving customer desires for variety, sustainability, and convenience, especially for wardrobe staples.
What does this episode say about brand & content?
Leverage deep technical understanding in e-commerce leadership roles to bridge the gap between back-end infrastructure and customer-facing experiences, allowing for more impactful brand partnerships and digital initiatives.
What does this episode say about dtc strategy?
Expand product sizing to be more inclusive (petite, tall, plus-sizes) to reduce barriers to entry and cater to a wider customer base, enhancing the overall customer experience.
