By Marie-Therese PhidoN
Two weekends ago, I enjoyed retail therapy like I have not enjoyed it in a long time. I was like a child in a toy shop. I told my children “this is the way we shop when we go on vacation”. You know how Nigerians like to shop when they travel to “rest”. Shop till you drop! Laden with shopping bags, we went to the Café next door for some rest, relaxation and much needed refreshment.
By now, I am sure some of you must have guessed that I am talking about the GTBank Fashion Weekend. Not sure I have enjoyed shopping comfortably with as much buzz as I did that weekend. My daughters kept on saying with excitement “Mom, we are really enjoying ourselves.”
What I also found remarkable, was the affordability of the items as well as getting to see Nigerians becoming more entrepreneurial and putting their talent and skills to work for them. The event was well attended and was clearly a “what to do in Lagos” this weekend event.
Feedback from the marketers was positive. My understanding was that that the exhibition booths were given free of charge. The only condition stipulated was that they open an account with the bank. Yet to verify this information. In one of the booths I shopped in, “Femi Handbags”, selling authentic Nigerian couture bags ranking with the best globally. The POS did not work, but GTBank staff were on hand to aid the payment. While I agree this was in their own interest, it made my shopping experience positive and ensured the seller made a sale and I got my retail gratification.
I will say the Fashion Weekend was successful and a number of objectives were achieved from organising the event. The bank succeeded in introducing the brand to target customers, providing positive customer experience and projecting the brand on many platforms. The pre-event blitz was effective. However, the online registration did not work as well as it should have. I registered and indicated an interest to attend two events.
Was told I would get an email which I never got. This needs to be improved on. A brand must always keep its promise or it suffers the consequence of losing TRUST. Next time, I may not bother to register online because my trust has been compromised.
Despite this glitch, I am likely to return, because overall, the benefits outweighed the negatives.
The question is “why will I return”? The answer is simple, it was well organised and presented, and won my “LOYALTY” for the event. The branding of the customer touch points resonated with my value system. It is no secret that brand loyalty in many instances is fading and sometimes non-existent for events of this nature due to poor logistics and presentation. Customers are looking for how to get the best value for their time and money at an affordable price. My hope is if repeated, my expectations on affordability and value will be met.
In view of the above, in today’s recession ridden Nigeria, what can organisations do to make customers “sticky” – follow through on intended purchasing and buy the product or service repeatedly? How can Nigerian businesses engender trust and ensure consistent positive customer experience to drive loyalty? As we know, loyalty means customers hanging in there, whether good or bad because organisations have been good to them in the past. Loyalty means not seeking out competition or when approached by competition not being interested.
Most importantly, how do we get our customers to start exhibiting the following attributes:
• Always recommending our products and services
• Continuing to buy from us, increasing their spend or maintaining the same level
• Purchasing other products we offer
• Believing in the superiority of our products compared to others in the same category
• Not seeking alternatives to what we offer in order to replace us
• Giving us an opportunity to make amends when mistakes are made and not using it as a basis to switch
Colin Shaw and Ryan Hamilton defined customer experience to be the consistent positive emotional experience, physical attributed-based satisfaction and perceived value of an experience which include the products or services. Based on my experience, you will agree that the Fashion Weekend hit the right spots for me and I had a positive time interacting with the brand and will like a repeat of the experience.
Every organisation must strive to achieve the above attributes, by ensuring positive interactions with their brand to keep customers loyal and satisfied because it is cheaper to sell to current customers than to attract new ones. Satisfied customers will spread the gospel and help attract new ones. This is critical to our businesses because it pays financially to have a loyal base of customers proclaiming our virtues and championing our cause.
– Marie-Therese Phido is Sales & Market Strategist and Business Coach
tweeter handle @osat2012; TeL: 08090158156 (text only)
It’s all about fashion, style and elegance.
So in this Yuletide season, we’re asking #WhatsYourStyle… Drop your comments below:
SPONSORED POST: Feel Like Royalty In The New B.O.B Elite Wear [PHOTOS]
Fashion lovers in the Lagos have something to look forward to, as fast rising and dynamic duo of Benjamin Chinedu Okoye and Benedict Chigozie Okoye debut their new collection ‘B.O.B Elite Wear’.
Elite wear is a simple yet casual touch of brilliance; it is made up entirely of Cashmere, which is more stronger than wool and absorbs in less heat than cotton, hence can be worn for all occasions, both summer and cool seasons as well. Making it the perfect fashion item as it fits the constant change of the Lagos weather.
Its intricate weaving makes it appealing to the older generation who are not into outlandish designs, and the vibrant coloursin which they are made in seem to be a pull for the young and young at heart all together.
In all, the B.O.B Elite collections definitely seem to be incapable of doing any wrong, from walking the red carpets, attending an evening gala, a Sunday service or simply deciding to go with a casual outfit while looking elegant.
The B.O.B elite wear seem to tick all those marks.
With patronage from high ranking A list celebrities like E-money. Kcee , Alex Ekubo, Innocent Idibia (2 baba) among several others.
The B.O.B crew seem to be riding on from the success of their Stone Crested and Petal collections and just recently, from their debut of the B.O.B Suede Jacket.
All this seems to have been geared towards the making of one elegant and yet simple outfit desired to meet the need of every lover of elegance and will no doubt find its way into the wardrobes of every fashion enthusiast and lover of looking good.
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Emmy Collins London Unveils Latest Designs, Hosts Trendless Style Weekend in Lagos
Emmy Collins London, the multi-faceted top end fashion brand based in London, is set to unveil its latest designs in Lagos and has finalized arrangements to host an upscale fashion event tagged ‘Trendless Style Weekend’ at the African Arts Foundation (AAF) Gallery in Victoria Island Lagos.
The brand that caters for menswear/womenswear in the global fashion market has built a reputation for designing exquisite runway pieces and ready-to-wear outfits for both sexes .The ‘Trendless Style Weekend’ according to its Creative Director, Emeka Collins, is a prelude to the return of Emmy Collins to Nigeria.
“We are headquartered at the creative hub of London – Shoreditch, East End – catering for our global clients but we are set to establish physical presence here in Nigeria with offices opening soon in Ikoyi, Lagos” he said.
Endowed with the elegance of quality British tailoring and design, Emmy Collins is a force to be reckoned with in the contemporary world of fashion, but wants to extend the gains of the brand back home to the very discerning and fashion loving Nigerians who like quality and innovative pieces. Since debuting 16 years ago, Emmy Collins has made clothes for local and international clients including some private and public sector leaders, businessmen, industry bigwigs, upwardly mobile executives, fashion icon as well as stars in the music, movies and Nigerian entertainment industry.
“Nigerians are some of the biggest shoppers in the world as statistics from Selfridges, Harrods and some of the global departmental stores have shown. I am convinced that Nigerians will be willing to shop locally if they find the right quality of apparels. We are poised to bridge that gap and reverse that trend, with tastefully designed pieces that are designed and tailored to global standards” he said.
Guests at ‘Trendless Style Weekend’, will be opportuned to view some of the designs on display and worn by models, whilst the Creative Director will be on ground to take orders for the made-to-measure pieces. Additionally, the guests will be afforded the opportunity to browse through and choose suiting fabrics sourced from Holland and Sherry of Savile Row, London and fabrics from Ringhart Shirting for their made-to-order suits/jackets/trousers/shirts.
Connect with Emmy Collins London via twitter@emmycollins, instagram@emmycollinslondon, linkedin@emmycollins and www.emmycollins.com