Kristie Foster: Mastering the Personal Touch
Kristie Foster, owner of KrisTEE's in Astoria, NY, has two ways she engages her customers. One is in her retail shop, of course. She welcomes every customer and lets them know she's there if they need assistance--the implication being that she won't be hovering over them, as is the case in many upscale boutiques. If a customer takes extra time to look at a specific item, she'll tell her about it: designer, size/color options, what it looks good with, etc. Her approach is helpful without being intrusive. If something looks good on you, she says so; but unlike retailers just angling for the next sale, if it doesn't, she says so and offers to find something that better suits you among similar options.
When you make a purchase, she carefully folds and wraps it in tissue paper, places it carefully in a KrisTEE's bag, finished off with a small bow, and then hands it to you a la Nordstrom. You leave feeling like you've just done something wonderful for yourself.
The other way Kristie engages her customers is via her opt-in email newsletter. She sends it only when she has something to say: there's a sale or a members-only event or a shipment of new designer goodies has just arrived. Her email is like a secret message from a friend. She tells you all the special tidbits about the designers and their clothes. She describes the fabrics and styles in ways that make you see and feel yourself in them, building anticipation for when you can visit her shop and try on all these wonderful things. In this time of email overload, I read her emails in their entirety every time.
KrisTEE's is off the main shopping area of the neighborhood, but still draws plenty of shoppers. The reason? Customers who visit there come back with their friends, who visit again with their friends all to share in a bit of Kristie's high-style customer experience.
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Recognized by Ginger Conlon
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