In the digital space, meeting consumer expectations is like hitting a moving target, and it requires ongoing, strategic engagement on the part of the retailer.
“And expectations are set by the consumer,” said Miki Racine Berardelli, president of digital commerce and chief marketing officer at Chico’s FAS Inc. “So you must meet and exceed her expectations.”
For Chico’s that means making authentic connections to customers “at home, at work and on the go,” Berardelli said adding that the company’s new Web site – launching at the end of October – aims to do just that. With a robust mobile component, the site allows users to filter and sort various looks and conduct “smart” searches as well as peruse curated collections.
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There are more visuals, which are also “bolder and bigger” Berardelli explained, adding that the user “experience is optimized no matter how you access the site.” But what is most essential is the content, she said. “Consumers want snackable bits of content,” Berardelli said. “And data shows consumers are more likley to convert [to a purchase] with the right content.”
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Berardelli said the editorial format that engages consumers best is storytelling as well as solution-focused content, which is presented on the site’s blog, InsideChic. The blog has various lifestyle-related content buckets that include sections on travel, food and wine, and style, among others.
Mobile phones and devices also play a more critical role. “The mobile phone is the consumer’s remote control, and she expects agility from retailers,” Berardelli said in regard to e-commerce. Internally, that means having clear communications and education between the c-suite and all aspects of the company. And it requires a fuller integration of all aspects of the company, she said.
For the shopper, digital is critical, but so too the physical store. Berardelli said “the in-store experience is more valuable than ever, and the relationship with customers is still key.” The core Baby Boomer consumer is also not adverse to technology or data collected about her. For example, the company frequently finds its core customers embracing interactions with store associates who use a mobile device to review her shopping history.
Social media also plays an important role, Berardelli said, noting that the retailer has bolstered the ranks of its social team to drive business on that front.