James Lanyon | Source | Chief Strategy Officer at T3 Think Tank
James Lanyon
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T3 Think Tank
Chief Strategy Officer
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Plan B: How launching pre-orders helped Aday improve the customer experience – Glossy
As a young DTC brand back in 2015, clothing company Aday hit the market pushing its capsule collections. Made with high-quality materials, but with as few as five products in a collection, the capsules were a hit with customers. The problem came when Aday sold out of certain products, which it did. Often. Since, it has implemented pre-orders and has updated its customer service to keep customers happy.
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A happy customer is a repeat customer. It’s clear that a lot of DTC brands have figured that out. Over time, the ability to be as great in nurturing the ongoing quality of the customer relationship is going to be important.
Internally, when we were discussing this, there were mixed reactions,” He said. “I thought it might cheapen us if we gave more credit. I want to be generous, but I don’t want to cheapen the brand.
