Simplicity And Loyalty From Afar
Sometimes it is the simple things that count.
In the 1970’s the t-shirt became a symbol of self expression. A simple idea that could potentially impact lots of people.
In the last few years the self expression t-shirt has made a comeback. Unlike the 70’s where you had to mail order or go to the local t-shirt shop, you can now order off the internet. The t-shirt has become a commodity and the proliferation of online t-shirt businesses has created a need for differentiation. Some offer t-shirts as well as other things like mugs and hats. Some offer political statements or other messages. While others offer a design collective that creates unique art for t-shirts.
I have used several of these online t-shirt services. All have provided excellent product, ease of transaction and relatively prompt service. While product and experience are important, to me they are a given when buying things on the internet and are hardly a point of uniqueness. I expect those things.
Only one online t-shirt has stood out above the crowd. The recent experience I had with www.cafepress.com is worth noting. The little things mattered. My goods arrived in a small box, not a plastic courier envelope. When I opened the box everything was neatly folded and packed. Sitting there on top of everything sat a card about 3 x 5, that appeared to have been placed there with care and attention to detail. The card was bright green with white lettering and thanked me for my purchase. Inside the card was a little slot that had my receipt. Immediately I was impressed that someone had taken the time to put my package together. I cannot help but think that the experience of opening my package made my t-shirts fit better. What cafepress did was personalize an impersonal experience. More so, here I am recommending that company. Funny how it all works. GO FIGURE!
In the end the extra care and attention to detail after the transaction created a brand loyalty in a crowded online marketplace. If this can be done from afar over the internet, what are you doing to create the same experience with your business?