Do you have chicken knickers?

Last month I was lucky enough to attend the #SBSEvent2013. Lucky as I’m one of the 930 #SBS winners and lucky because last year I missed the event in favour of seeing Charlie’s school assembly (These are my priorities don’t judge!). During a mammoth nearly 2 hour Q&A session a really super question was asked about how Theo was able to make a success of what is seen as a luxury based item (she was referring to Boux Avenue – Theo’s lingerie brand) and what is essentially a necessity – stationary (Ryman) pots and pans (Robert Dyas)

Theo Paphitis and Joanne Dewberry

Theo’s answer was flawless and even got me thinking about my shopping habits.
The answer is customer service. Theo remarked how he couldn’t understand how women went out and bought underwear during their supermarket shop then packed it into a plastic bag next to a chicken. Come on hands up who does this? I’m guilty of it! Chicken knickers! He said the success of Boux Avenue comes from customer service how each individual is made to feel. The experience they receive instore and online is paramount. The way they are greeted instore and assisted, the packaging, a faultless web experience they receive online. When the customer leaves they feel valued, when they put the underwear on they feel a million dollars.

Do you make your customers feel a million dollars?

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3 Comments

  1. December 10, 2013 / 9:22 pm

    Whoohooooo Thanks for this blog post – I put the question and I thought Theo’s answer was really useful. He said customer experience whether online or offline was the most important thing when you are supplying a non necessity. The difference between Boux Avenue and Robert Dyas, and in our case I was referring to Composting/Birdfood compared to Beautiful British Blooms x

  2. December 13, 2013 / 7:58 pm

    This blog post really made me chuckle as it’s true, how often so we pick up random items at the supermarket just because we can. However back to Theo’s comment – it’s true isn’t it, regardless of industry, online or bricks and mortar business, product or service – it should be about the customer and their experience. I have always said its important to walk the journey of the customer, from initial interactions, to sales, through to feedback and future contact. Every touch point between you and the customer should be examined (even if that’s the knickers being packed next to the chicken!)

  3. Jill Alldridge
    December 13, 2013 / 10:20 pm

    Yep, I admit it – I’ve got chicken knickers! It sounds pretty grim when you put it like that, but actually I don’t think it’s such a bad thing. I don’t have much money, and I have even less time, so to be able to bung some new undies in my trolley as I do the weekly shop is very handy indeed. I must admit though, there’s nothing nicer than buying luxury lingerie, and be treated like a proper princess.
    I think there’s room in the market for both though, and everything else in between.