Tuesday, September 22, 2020

An App for Clothing

 From Entrepreneur:

When Mada first launched, it did so with a bug. Its product feeds weren’t updating fast enough, so sometimes customers would order something and then discover it was out of stock. “In that moment, I would reach out to them myself and be like, ‘I'm so sorry, this is out of stock, but here are 10 more options that we think you'll love,’” Semarjian says.

She was stunned by the results. These customers turned into some of Mada’s biggest fans. It made her realize the power of personally connecting with her audience. It also gave her an idea to launch a kind of “style concierge” — someone whom customers could reach out to with any style-related question. She figured she’d develop it sometime in the future.  

Then her new competitor arrived, and Semarjian decided it was time to launch the style concierge now. She wanted another way to differentiate herself, and to lock in long-term relationships with her customers. So instead of offering a style concierge as a premium service, she made it available to everyone who uses the app. All someone has to do is send an email and they’ll get a personal response.

The program launched over the summer, and Semarjian says the reaction was immediate. Users became even more engaged with the app and used it longer. And they asked questions she never expected, which gave her even more insight into her users. “One emailed in and was like, ‘I wear the same thing over and over again, and I'm bored but I'm kind of nervous to try something new. Any tips?’” she says. (Read more.)


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