Companies need to insist on being a part of something bigger with causes that feel both personal and authentic, to create a kind of brand loyalty that is unmatched. Our average in-store conversion rate is around 30%, with higher-performing stores performing above 40%. Taking an even closer look, we saw in 2022 that over 65% of our fiscal year revenue was from repeat customers.
I want to clarify that’s certainly not the goal here. We do good where we can, and we put that value to work. Our customer has shown us, time and time again, that our efforts don’t go unnoticed.
Remember who you work for
You have to keep your customers happy. They’re your boss.
Years ago, we received negative feedback about one of our best-selling styles and immediately put that feedback to work. Our product design team and material vendors improved the longevity of this piece without increasing the price point because while the criticism alluded to somewhat unrealistic durability expectations for this style, we needed the customers to have a good experience.
In turn, this style continues to be a best-seller for the brand and, as a result, it’s gone on to earn over 17,000 five-star reviews and become the number one best seller for women’s jewelry on Amazon. We listened, we learned and we made it better.
It’s easy for companies to either assume their customers are in the wrong and go on to ardently defend their product or go so far as to make an ardent forward-facing statement without engaging in the legwork to truly improve. Neither is going to cut it. You must listen and trust your customer and when you do, you’ll be surprised how that connection drives affinity.
Looking specifically at our net promoter score (NPS), we know our customer appreciates how we show up for them, as our score has continued to steadily rise over the years, currently sitting at 77, putting us roughly 42% over the industry average and making us part of the top quartile of consumer brands in the market.
When we as a company say that we put the customer first, that’s not a hollow statement to be trotted out at board meetings and quarterly town halls. We know they’re our boss. We act accordingly, by putting our customers front and center.
All the nice displays, white glove treatment or beautiful products in the world can’t inspire a customer to buy, especially in a market where there’s always a cheaper, faster and more readily available option. Offer your product, but tie it to connection, purpose and impact. At the end of the day, that’s what keeps a company innovating, whether you’re doing business in-store, online or both.
