TechStyle Fashion Group is comprised of high-value membership driven fashion brands supported by a community of more than 4 million active members. Our members buy from us because we bring them personalized, on-trend style at an amazing value.
Entry submitted by: Natasha Khan (Director of Social Media), Stephanie Pizzuti (Community Associate), and Anna Pettus (Sr. Director Strategic Operations)
Social Channels: TechStyle supports over 40 Facebook, Instagram, and Twitter pages around the world for Fabletics, JustFab, Shoedazzle, and FabKids.
Lithy category: Surprise and Delight
Founded in 2010 and renamed in 2016, TechStyle Fashion Group is a fashion and lifestyle company that offers an engaging and personalized shopping experience to millions of customers worldwide, including 4 million VIP Members, through a portfolio of apparel and shoe brands. TechStyle Fashion Group is reimagining the business of fashion through data, personalization and vertical integration to benefit the modern shopper. TechStyle Fashion Group’s brands include JustFab, Fabletics, ShoeDazzle and Fabkids, and are available in the US, Canada, the United Kingdom, Germany, France, Spain, Sweden, Denmark and the Netherlands. www.TechStyle.com
Our Mission to Surprise and Delight
In September 2016, ShoeDazzle and JustFab launched their Surprise & Delight Programs with the common mission of over-delivering on the customer journey, nurturing brand loyalty and advocacy through unexpected experiences. We identified 3 key business areas that would be most impacted by our efforts.
Our Surprise and Delight Programs, affectionately called #XOJustFab and #XOShoeDazzle, identifies members in every stage of the customer experience and shows them we care. Whether it’s mailing a handwritten note and gift, delivering flowers, or flying to their city to create a custom VIP experience, our brands are committed to setting the bar when it comes to surprising and delight.
Everyday Surprises & Wow Experiences
Our Global Member Services Team engages with our customers daily on Facebook, Twitter, Instagram, Snapchat, and Pinterest, leveraging Lithium Social Media Management (SMM) for Service. We get to hear not only their customer experiences but also about the life events they are shopping for. It was natural to make a human connection and react with joy, empathy, and kindness to their life events.
We keep our eyes peeled for opportunities to brighten a customer’s day. A customer tells us the shoes she wants for her wedding day are out of stock. Enter: Surprise & Delight – we go back to the factory, re-order the shoes, and send them to her with a note congratulating her on her big day. It is moments like these that we thrive on.
By utilizing social listening through Lithium SMM for Service, we are able to transform the way we provide support to our customers. An ordinary customer support interaction is now made extraordinary and unforgettable. Through Lithium, we can also utilize social listening to maximize our impact on our customers and provide even more memorable experiences.
Every month, our Social Media and Community Teams identify one or more of our top customers who are truly deserving of an over the top VIP experience. In January, the JustFab team chose a 3rd grade teacher in Dallas and treated her entire faculty to a morning of pampering (breakfast, massages and gifting) before welcoming their students for the day. We also gifted the member with items from her JustFab wishlist and a $250 Michael’s gift card to help buy school supplies. Video recap
To date, JustFab and ShoeDazzle has created Wow Experiences in Atlanta, Los Angeles, Houston, and Dallas for our top customers.
Surprise and Delight Recap Video
The Results: Positive Word of Mouth & Brand Loyalty
The business impact has been immense. We are building positive word-of-mouth and inspiring customers to share their unexpected experience with friends, family and social networks.
The Surprise and Delight movement has also fundamentally changed the culture of all our member interactions. Every employee is encouraged to take the extra time to make a personal connection with our members. To date, we have made 50,000 personal connections via the Surprise and Delight Program, exceeding our goal by 100x.
Since launching the program, both brands have seen a positive increase in NPS scores.
Feedback From Wow Recipients
“ You guys have gone all out and have done something that no other brand has done. The loyalty I give is [returned]. It makes an impact on how I feel…and I feel great…I feel like I’m part of a fashion family as a JustFab VIP”
– Teresa, Houston
“ Saying you’re a VIP Member is always exciting to everyone but when you actually get treated like one, it means so much more…being treated like this makes me want to tell everybody about the brand.”
– Rocsii, Los Angeles
The Surprise and Delight program has been live for 6 months and we have generated over 10 million organic impressions from fans who likes, shared, and engaged with our Surprise and Delight stories. The response from our fans has been impactful.
The JustFab and ShoeDazzle Surprise and Delight programs embody our company values that fashion should be accessible and every woman should feel fabulous.
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