Customer Relationship Management

Current customer Current customer segment is too broadsegment is too broad Wide age group, Wide age group,

men/women, locals men/women, locals and tourists..and tourists..

Store size limits Store size limits selection for sub-selection for sub-segmentssegments Compounded by Compounded by

impulse purchase impulse purchase profileprofile

Customer Relationship Management

Recommendation:Recommendation: Focus on local residents age Focus on local residents age

22-3522-35 TechnologyTechnology

Capture customer attributes Capture customer attributes and preferencesand preferences

No additional investmentNo additional investment Organizing storeOrganizing store

Clothes that hang well Clothes that hang well togethertogether

Purpose of outfitPurpose of outfit Specialized ServicesSpecialized Services

Lifestyle consultantLifestyle consultant Outreach based awareness Outreach based awareness

of preferencesof preferences Customized event planningCustomized event planning

Customer Awareness Designer of the month event

featuring a local designer Designer’s story on price tags, and

labels Media driven awareness - i-Foto, U-

tube Clothes rack with a customer’s

name on it – awareness of specialized services

Targeted newsletters - educate and inform

Accessories are often the first impulse purchase & create an association with Mingle - repeat purchase

Buzz marketing; yelp reviews

Success Metrics and Risks

Outcomes: More sizes, variety, and complete sets Higher browser to customer conversion Higher txn value – cross sell

opportunities Customer loyalty and advocacy – more

repeat purchases & more new customers

Risks Low cost investment but focused on

suggested target segment Hard to determine which awareness

schemes are working Training of employees Designer ability/willingness to provide

information

The Mingle Plan Leverage

Unique offering Premium location Local resident profile

match Consignment sales

Focus Customer intimacy Specialized services

Result Growth in loyal customers

& profits Launch the Mingle Brand