How fashion boutiques can retain their customers and attract new ones

In retail, the battle for customers is becoming increasingly important. Keeping existing customers and winning new ones requires investments. Unlike the big retail chains, small boutiques understand the power of human relationships, which are at the heart of customer loyalty. Some retailers explain here which techniques are available.

Since social media has become ubiquitous in the lives of their customers, retailers have taken the opportunity to connect with them and retain them through these information channels. While some feel this can be a trump card in terms of customer retention as it offers an opportunity to stay in touch beyond just buying a product, other retailers find assortment more important because good assortment selection is the best Possibility is to surprise the customers.

Build a special relationship with the customers and loosen up the shopping process

“I don’t know how to tie them to you, but as a consumer, I can’t stand being forced to buy. I prefer a customer who doesn’t buy anything but has received good advice. She often comes back the next day or two to buy the piece,” says Olivia Kharoubi, founder of Parisian store Les Impertinentes.

The manager explains that she wants to de-dramatize the act of buying and be an accomplice to her customers. For her, the yardstick of a good retailer is a personable and friendly approach to selling: “People should want to come back, so you should be personable and give good advice,” she says.

Olivia Kharoubi shares how she manages to convey this friendly vibe through social media. “Honestly, the social networks helped because I managed to convey sympathy. (…) Everything that is in the boutique must also be felt in the social networks and I would like to de-dramatize the act of buying. There are many customers who are terrified of going into a boutique. They are afraid of the saleswoman who will come after them or think that if they don’t look stylish they won’t get advice. I want to de-dramatize all of this by using any means, especially humor in the networks. I want to become a friend to my customers so they can have a good time.”

Kharoubi doesn’t hesitate to stage herself on her social networks. She uses the activities like an afternoon with friends, music and self-mockery to present her products. The result is that their content generates wide reach and engagement. In order to keep up with the production of content and not lose the attention of her customers, she has created a calendar for news and appointments with her community.

Michael Ribiero, the founder of Boulet Store in Nancy, follows a similar strategy. This concept store specializing in menswear keeps the atmosphere relaxed. “Our method of customer loyalty is that they feel comfortable. There are many men who used to not like to go shopping and now they come by themselves. For the male demographic, for whom shopping is often not synonymous with fun and enjoyment, Michael has chosen to be friendly and non-intrusive. “I never want to force anyone to buy anything. It’s relaxed shopping,” he assures. Michael Ribeiro says his customers come back more often to discover products or just to say hello.

Offering more than just products: creating a world and conveying an image

Stéphane Sultana, founder of menswear concept store ‘Summer’ in Lyon, shares his vision of the independent retailer. He believes that presenting products at a point of sale is no longer enough. It is important to stand out with a world of its own and an experience for customers: “A store with a selection of products, even if it is cool, must convey an image, organize events, the whole universe must be lived in a certain way become. You have to take action yourself and not just open the door and see what happens.”

“One of the levers to make a difference is,” says Sultana, “to run your business like a brand.” He takes inspiration from the marketing concepts of monobrand stores, creating his own world and brand : Buzzer. He says it’s a good technique for retaining customers.

Bring your own boutique to life through events

Paris is a fashion city and many events take place during Fashion Week. Didier Trouvé, the former store manager of SNS Paris, reveals his customer retention strategy: “Every fashion week we host events with artists who are connected to the sneaker scene. It is important regarding various things entertainment to offer.”

He knows that creating content and organizing events takes time and energy, but also creates synergy between customers and the store. The customers remember the parties of SNS Paris for a long time.

A unique and attractive offer: The attractive selection of brands

“Choose brands that aren’t that common and mix small niche brands with more international brands,” says Michael Ribeiro. The retailer’s strength also lies in its choice of brands and mix of styles and prices. Ribeiro explains that in his Nancy store he mixes very creative niche brands with international brands. In this way, he introduces his customers to new names and provides them with brands they know. A good technique to ensure that your customers come back several times per season.

In the luxury boutique ‘Chez Maman’ in Rouen, Frédéric Maman focuses on introducing his customers to brands that are hardly known. For a long time he was criticized for his selection of different and unfamiliar products, but now he is sure that this is the guarantee that his customers will come back regularly. They love discovering new pieces with his keen eye.

He leaves the usual habits of consumption, does not hesitate to look beyond the ordinary and break the conventions of too bland and too dressed. “We have quite a number of customers who like our selection of very little known brands. It is often foreign brands that our customers are looking for.”

There are no secret recipes for retaining the clientele of an independent boutique. What these retail experts agree on is that they don’t hesitate to differentiate themselves and work on their image. They want to establish themselves as a point of reference for fashion in their area.

After this analysis, it seems clear that a good knowledge of the clientele forms the basis of customer retention techniques. Retailers listen to their customers and adapt their strategy to their expectations. They maintain a close and special customer relationship and listen to their customers.

This article was published on FashionUnited.fr. Translation and editing: Barbara Russ