Customer Relationship Management

1. Customer Relationship Management • Current customer segment is too broad • Wide age group, men/women, locals and tourists.. • Store size limits selection for sub-segments • Compounded by impulse purchase profile

2. Customer Relationship Management Recommendation: • Focus on local residents age 22-35 • Technology • Capture customer attributes and preferences • No additional investment • Organizing store • Clothes that hang well together • Purpose of outfit • Specialized Services • Lifestyle consultant • Outreach based awareness of preferences • Customized event planning

3. Customer Awareness • Designer of the month event featuring a local designer • Designer’s story on price tags, and labels • Media driven awareness - i-Foto, U-tube • Clothes rack with a customer’s name on it – awareness of specialized services • Targeted newsletters - educate and inform • Accessories are often the first impulse purchase & create an association with Mingle - repeat purchase • Buzz marketing; yelp reviews

4. Success Metrics and Risks • Outcomes: • More sizes, variety, and complete sets • Higher browser to customer conversion • Higher txn value – cross sell opportunities • Customer loyalty and advocacy – more repeat purchases & more new customers • Risks • Low cost investment but focused on suggested target segment • Hard to determine which awareness schemes are working • Training of employees • Designer ability/willingness to provide information

5. The Mingle Plan • Leverage • Unique offering • Premium location • Local resident profile match • Consignment sales • Focus • Customer intimacy • Specialized services • Result • Growth in loyal customers & profits • Launch the Mingle Brand