IT'S ONLY THE BEGINNING
Written on the 12 September 2014 by Laura Daquino
THE art of customer service hasn’t been forgotten by Generation Y.
This is a business account where a picture of a puppy is posted and it accrues 7000 likes within hours (see right), a reach to the envy of even the most innovative businesses.
Puppies and fashion may not seem to mesh perfectly on the surface, but the Beginning Boutique strategy isn’t haphazard by any means; every move is calculated.
The Beginning Boutique team knows its brand image inside out, and recognises a perfect fit for this image even if it’s not the actual ‘brand image’ per se. It helps that Timmerman, only 28-years-old, was not too long ago her target customer.
MIRROR YOUR CUSTOMER
Beginning Boutique, affectionately (and shrewdly) referred to as the catchier ‘BB’, is big on maintaining an authentic voice.
Understanding that fast fashion must mean fast for customers in every sense of the term, and the internet doesn't operate on a nine to five schedule, Timmerman regards a day of Beginning Boutique website downtime recently as significant in the scheme of things.
DON’T CUT CORNERS
It may seem easy enough – give the people clothes, puppies and ice-cream and it pays off in dividends, but Timmerman says competition is forever complicating the path to success in online retail.