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My husband tells me I turn everything into “a festival.”
This is his loving way of saying I turn everything into a production.
Take our Christmas tree, for example.
We couldn’t just decorate the tree on a random Sunday. There had to be holiday music playing, a fire burning, mugs of hot chocolate, candles lit and just the perfect amount of cozy lighting.
Believe me, I’m eye rolling at myself.
And I’ll admit, whether it’s Thanksgiving or a picnic in the park, my one and only goal is to turn that event into an experience.
I’m sure there are times when my husband wants to tranquilize me, but there is an upside to the madness.
Especially when it comes to running a business.
Even more, when it comes to running a fashion brand.
When so much of online sales is dependent upon repeat business and accumulating a loyal following of ongoing customers, you are required to provide an experience for them.
The process of shopping on your website, receiving a “thank you” email after the purchase, getting your product in the mail…
All of that accounts for the unique experience that you’re providing for your customer.
And it’s when you make it memorable, easy, fun, enjoyable or some other positive adjective that sets you apart from other brands selling a similar product.
It’s what turns one purchase into a future purchase.
So, this holiday season, when your sales are at an all-time high for the year, what experience can you create for your shoppers?
Can you build a custom email series that introduces them to other products on your site?
Can you include a handwritten ‘thank you’ in their package?
Can you send a free small gift that will surprise them?
Can you make the online shopping experience so seamless that the purchase is a no-brainer?
What can you do that will transform just another e-commerce transaction into something special?