How Don Ressler and Adam Goldenberg Utilize Modern Marketing Technology to Reach More Fabletics Customers

Reaching customers on the web is more difficult today than ever before. Getting traffic from search engines is hard enough -- every industry is competitive -- and generating sales from people who visit a website is equally difficult. People treat promotional material with skepticism. To earn a sale, a company often needs to touch potential customers through more than just its marketing materials.

So, how do technologically savvy companies earn new customers in the modern era? Let's look at some of the techniques that modern marketers are using.
Embracing Social Media

Social media has become much more than a way for people to share pictures and keep in touch with their friends online. Today, some increasingly popular websites -- such as Yelp -- are leveraging the power of the social web to help consumers find local businesses. Online reviews have the power to make or break small businesses. Forward-thinking companies embrace that fact. They encourage their customers to leave reviews. When negative reviews appear, the best companies study those reviews to find potential areas of improvement.
Building Trust Among Skeptics

When a consumer visits a merchant's website for the first time, he or she may not make a purchase that day -- especially if that person wasn't aware of the brand prior to the visit. The consumer isn't familiar with the company and doesn't trust it yet. One of the best things that a company can do during a potential customer's first website visit is capture that person's email address. Capturing an email address allows the company to add that person to a mailing list and continue marketing to him or her in the future. To entice people to sign up, companies may offer rewards such as coupons and free products.

Businesses use their email lists to provide value to subscribers and build trust in their brands. The techniques that companies use for email marketing can vary. Some simply advertise their latest promotions, and other companies provide tips and information to their subscribers rather than advertising overtly. Either way, touching a potential customer as many times as possible helps to build brand trust and awareness. That's why email marketing returns up to 4,300 percent of its investment.
Creating New Sales Models

Have you ever considered purchasing a wardrobe subscription rather than individually selecting each item of clothing that you buy? Athletic clothing seller Fabletics has experienced great success offering wardrobe subscriptions to its customers. Co founders Adam Goldenberg and Don Ressler had the idea for customers who sign up for the Fabletics VIP membership answer a few questions regarding their preferences for athletic clothing. Members then log in each month to see outfits that conform to their preferences. If a member likes and chooses an outfit, Fabletics ships it immediately. If not, the member can skip a month. Fabletics has no contracts and charges no membership fees.

Does the subscription model work for clothing shoppers? Don Ressler says that customers of Fabletics seem to think so; the company has more than a million subscribers at the time of writing. Fabletics VIP members avoid the hassle of sifting through hundreds of potential clothing options. They also enjoy deep discounts on their purchases. By disrupting the traditional sales model for its industry, Fabletics has gained a passionate customer base.
Capitalizing on Customer-Generated Content

Many online merchants allow customers to leave reviews of products they've purchased. Reviews from previous customers show people who visit a company's website for the first time that the company is legitimate and has an existing base of real customers. Reading about the experiences of previous customers can also help a new buyer choose the right product.

Soliciting reviews from customers is nothing new, but some companies have taken the technique even further by implementing schema.org markup within their customers' reviews. Schema.org markup is extra information within a website's code that search engines can use to learn more about a website. Google can use the schema.org markup in reviews, for example, to determine the average customer rating of a product. Google may add that information to its search results pages, encouraging others to view the product about which so many customers have written.
Going by Don and Adam’s model with Fabletics , more customer interaction is definitely beneficial, and it can really help sell the product to a brand new base. Convenience is key in 2017, and any way that you can adapt your technology and marketing to play into that, can determine if you sink or sail.


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