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
Email: [email protected]
tweeter handle @osat2012; TeL: 08090158156 (text only)
It’s Almost Here! Are You Ready For Nigeria’s Biggest Lifestyle Fair and Music Concerts? [READ DETAILS]
Style by Zenith 2.0 will hold on the 29th of November till 1st December, 2019 at the Eko Energy City (By Eko Atlantic) Ahmadu Bello Way, Victoria Island Lagos. To register, simply visit www.zenithbank.com/style
See video below
Fashion Your Way To Fame With Scissors Reality Show [PHOTOS]
The Nigerian TV viewers and Fashion scenes are about to witness unprecedented action as the Africa Content Powerhouse, Digital Interactive Media, DIM producer of several award-winning reality shows like the most-watched reality show, Next Movie Star; the emotional captivating Supermom Reality Show; behavioral change advocacy drama, Mama Bomboy; among others has announced the debut of the Scissors Reality Show with the main objective of promoting creativities among young fashion entrepreneurs in Nigeria, where viewers will be thrilled with Designs, Suspense and Showcase of Style Nigeria/Africa has to offer.
SCISSORS is a World Class Fashion, Style & Entrepreneurship Reality TV Show. An explosion and exploration of latent talents. A celebration of Youthfulness, Creativity, Hard /Smart work, Freshness and a Break from the Norm in the fashion value chain.
Giving the background into the idea of the Scissors Reality Show, The CEO of Digital Interactive Media, DIM, Mr. Sola Fajobi said, “Back in the days, the fashion industry was seen to be dominated by the uneducated. People who had failed in school were pushed by parents or guardians to learn a skill from tailoring to hairdressing, welding, and even auto-mechanics”.
“In the immediate recent past, fashion designing has moved away from such perception. Now we have University Graduates, Entrepreneurs, Top Corporate Players and other highly Educated and Experienced People holding sway in the fashion industry value chain. From Mudi to Dakova, Vivid Imaginations and Ethelbert’s amongst others. The fashion business has evolved.
In recent years we see young educated, trendy, savvy, ambitious, creative entrepreneurs who are changing the game in the fashion business. Thus, the new generation stakeholder in the fashion value chain must be creative, disciplined, digitally savvy, trendy, showy, and business-minded”, he concluded.
The Scissors is set to create an ultimate fashion experience, where the most promising and talented fashionista from Fashion Stylist, Tailors and Models will showcase the latest fashion trends and products to a large and diverse audience of consumers, fashion aficionados and industry professionals.
According to Sola Fajobi, the producer of the show, Scissors is a platform on the quest for the new digital fashion entrepreneurs.it is design to seek, discover and promote hidden talents in the fashion industry.
With World Class Production, The Best of Aesthetics, A Marriage of African Culture with Contemporary Styles. We are Showcasing the Most Youthful, Stylish and Fashionable Designers in Nigeria to the World. By the end of the show, we would have engaged the minds of participants towards endless creative opportunities, and served as a brand recall to made in Nigeria wears and products. The Most Outstanding Performers will leave the Show with a Fully Set Up Multi-Million Business Empire.
The show will have Eight Teams, each made up of four members: a stylist, a fashion designer, a male, and a female model. Teams will be paired to do battle, one against the other, in the quest to win a spot in the creative world of patterns and craft.
It will be 42 days of an Exciting and Engaging Show, Broadcast for 30mins Daily, with One Hour Omnibus show on Saturdays and Sundays on leading Terrestrial & Cable TV Stations in Nigeria and across Africa. The Production will be Shot by a Multi-National & World Class Production Crew using the latest Production Equipment and Technology.
One Mansion with Residences, Lounges, Sitting Rooms, Kitchen, Styling & Design Room, Runway by the Seaside, Makeup & Costume Parlor, Judges Lounge, Interview Room, Props Room, and The Main Lounge for all the tasks. The Show will highlight the Lifestyle of the Contestants, Special Tasks [On Site & Off Site], The Pressure of Work, The Creative Process, The Production Process and loads of Entertainment.
N20m worth of Prizes on Offer for Winning Teams. This comes in Cash, Equipment, Business Set Up e.t.c.
It’s free for participants across Nigeria. To Apply, Log on www.scissors.ng and follow our social media pages @ngscissors on Instagram, Twitter, and Facebook.
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