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’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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