Nicklo indicated that the Z Gallerie team was very confident the campaign would be successful when it launched Style Personality quizzes to its existing customer base via email in November 2015. Every month, we give our associates new product recommendations through the lens of each Style Personality, so once they have a customer in front of them that is taking the quiz, they can recommend the right product to them.” “We trained all 700 associates on being able to help customers understand their Style Personality.
“We launched Style Personalities in our stores in September 2015,” Nicklo said in an interview with Retail TouchPoints. Z Gallerie’s ultimate goal is making the Style Personalities the center of the consumer experience, integrating the concept through both its digital and physical sales channels. “We see quizzes becoming very popular among social media, and we thought it would really be a fun way for customers to get engaged and be able to understand for themselves what their aesthetic was.” “We decided that if we don’t have the technology to tell us who these customers are, let’s engage customers, have them raise their hand and tell us who they are through a quiz,” said Chris Nicklo, VP of Customer and Chief Marketing Officer at Z Gallerie. A third, final email encourages consumers to follow Z Gallerie social pages on Pinterest, Instagram and Houzz.īased on the results from these Style Personalities, consumers receive tailored landing pages, emails, ads, social images, catalogs and even interactions with store associates that focus on products of interest. Upon completing the quiz, customers receive an email detailing which Style Personality they generated, and then another email that directs them to a landing page with numerous products aligned with the select personality.
The retailer created five Style Personalities, aligning each one with tailored product assortments designed to appeal to a wide range of consumer aesthetics.
As part of its overall strategy of appealing to a broader group of consumers, Z Gallerie created a Style Personality quiz that asks consumers about their shopping, fashion, design and decorating preferences.
0 kommentar(er)
