Can One Email Build Loyalty? #MYWESTELM

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For retailers, the holiday season is make or break. As brands try to use their strengths to differentiate themselves in the crowded market space, winners and losers emerge. Today, we’re talking about one of the winners.

As consumers, we are inundated by emails offering, countless deals, and discount codes during the holiday season. Few stand out.
Even fewer integrate those emails into a sales campaign that builds long-term customer relationships and brand loyalty. But this Thanksgiving, West Elm did exactly for me. And it occurred at the least likely touch-point of my CX journey.

Make Social Connections Personal

Last year I wrote about the effect of social media on customer experience:

“Social media is a collaborative space for the customer to engage with brands on products design and usability. Customers discuss product specifications and, in some cases, build their own products…Regardless of brand strategy, today’s engineers and designers must tune in to social media and allow the customer to co-create products and services.”

My experience with West Elm shows that the company embraces this idea of using social tools to build customer engagement. Beyond that, the brand is maximizing those tools to create lasting brand loyalty.

Create a Bond with Your Customer

West Elm understands the importance of brand management and relationship building in marketing and customer experience. The “Thank you” email I received does exactly that! Though the channel is not social media expressly, the content is personal and evokes emotion.

In the email, West Elm invites me to co-create my space with them and to share my fashion statement! Even the subject line – “From our home to yours, thanks for your purchase!” – shortens the distance between customer and brand. It removes the impersonal corporate image from the brand identity. Big, faceless corporations do not have homes.

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*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

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