It's My Birthday! 4 Ways Brands Can Learn From My Tory Burch Experience

Facebook has my birthday so I assume every other retailer and their first born also has it available to make my day extra special. If they can re-target and follow me with Instagram ads using beacons after I walked into their store, then the possibilities are endless!

My birthday was just a few days ago, on December 7th. I began to receive birthday offers from stores on December 1st. Perfect timing! It made me think about how brands can take advantage of this opportunity to gain a new loyal customer or enhance the budding relationship.

“A study by Germany-based customer engagement company Hybris, conducted by Forrester Consulting, shows a gap between consumers’ expectations of personalized marketing and what marketers are delivering. The study shows that while 66 percent of marketers rate their personalization efforts as “very good” or “excellent,” only 31 percent of consumers say companies are consistently delivering personalized, cross-channel experiences.”

Based on this study and what I have experienced, I agree. Retargeting on Facebook and Instagram is standard compared to an overall personalization strategy that can deliver a birthday experience that is relevant to you, your purchase history, consistent across channels, and accessible to your employees.

Compete on experience instead of racing to the bottom of price. A birthday is the best time to make a difference. When someone is passionate about your brand and has a connection, they don’t look for the low price, they get value in other ways — like the birthday gift you send them via snail mail. I will pay more for a good quality brand that I trust.

Here is what brands need to get right in order to win the race to the top of experience. Kudos to Tory Burch for getting it right!

The Right Timing

One of the offers I received was for $10 off within the next two weeks for a service. Come on! Give me some breathing room - especially for a service that doesn’t even need to be that frequent. That offer is definitely a bigger win for the brand, not me.

I received my Tory Burch birthday email gift on December 1st with NO EXPIRATION DATE. Perfect timing!

The Right Offer

I recently attended the ‘Connect Shopper’ webinar hosted by Salesforce which highlights

“79% like it when they receive complementary product offers or promotions based on their purchasing histories from a retailer, indicating a desire for more personalized shopping experiences.”

In the offer content, demonstrate your personalization skills and highlight some recommendations, while also leaving the door open to purchase anything. I am a fan of the discount on total purchase as was presented in the Tory Burch offer.

The Chosen Channel

It isn’t about one channel - it is about the unified journey across all channels. As you can see from my Tory Burch birthday gift, she provides me specific instructions on how to use at the store or online. 

It is a myth that Millennials are so-called e-commerce shoppers - 23% do research in-person - higher than both Generation X and Baby Boomers! In fact, they research on every channel which means you have an opportunity to grab their attention and enhance the overall journey across all channels.

If you are communicating on several channels, save your reputation and make sure it is uniform. Another stat from the ‘Connected Shopper’ report shows 47% of shoppers feel annoyed when they receive an offer via a separate channel for the same product that they purchased in store.

If you really want to go the extra mile with the birthday gift, send it snail mail. Last year, I received a merchandise birthday and Christmas gift from Tory Burch in the mail. Apparently, I didn’t shop as much this year…

The Right Tools

Make Sure Your Employees Have Access To Information! Salesforce is a great example of a tool that provides the ability to connect to your shoppers in the right way and seamlessly across channels.

I don’t know what tools Tory Burch is using; however, I was amazed by the experience on my visit during my birthday trip to the Hamptons. I was thrilled when I saw there was a Tory Sport store in East Hampton. Since the brand is fairly new and there are only a few physical stores, we just had to stop to complete my collection of golf dresses. I am right there with the 66% who prefer to touch and feel stuff in the store. My boyfriend told me to pick out something for my birthday.

Upon checkout, I remembered that I received the birthday email; however, I was having trouble locating it. While I would expect a certain level of service at my normal Tory Burch store in NYC, I was in a different store and brand - anything goes.

Since I am a fanatic about customer experience and technology, I notice when disjointed online and offline systems cause employees pain. I was not optimistic that the systems in place would enable me to use my offer. I was pleasantly surprised when the associate was able to locate MY PERSONALIZED BIRTHDAY email and code!

The Tory Burch experience is a perfect example of how brands have an opportunity to create an advocate and loyal customer through personalization. I don't purchase Tory Burch products at department stores or other distribution channels because the experience I receive direct at Tory Burch is best.

Remember that personalization is delivered by the STORE instead of the BRAND you purchase.

The distribution model adds a whole different challenge to a brand's ability to deliver a unified customer experience. I will leave that for a future discussion.

If you are not in B2C, this can still apply to you. Recognizing your main contacts birthday at the business or the company anniversary is a great complimentary strategy for B2B businesses.

What are the best offers you have received on your birthday?

Yours Truly,

Randa Green

www.thepukkapanda.com

What You Can Learn From A Difficult NYC Bike Ride

My first biking memory is being excited that my mom gave me a brand new red ten speed.  As I passed the police station on my first ride, I crashed straight into a red brick sign and destroyed the handle bars.

It wasn’t dissimilar from many other experiences falling on my head in gymnastics, several trips to the emergency room, and tearing a ligament jumping over an NYC puddle in 4 inch wedges.

I ALWAYS get back up - and for the most part laugh it off. Falls are both physical and mental. It is how you deal with them.

Here is what I learned about myself as an adult re-learning how to ride a bike with the clip-on shoes my boyfriend bought me promptly after I got my new Trek road bike.

It was time for my first bike ride with the new shoes to go over to his place in Astoria after work one day.

Area To Improve #1: Take Your Time

Of course I wanted to get there as quickly as possible or I may decide to take an Uber vs take on this challenge. I rushed to attach the cleats to my shoes.

Area To Improve #2: Ask For Help

If I took the time to ask for help at the bike shop that was on the way, I could have saved myself from a few bruises that day.

I walked my bike across the street to face the right direction and fell sideways literally within a few pedals.

A nice couple helps pull me up while my feet were still stuck to the pedals. When I am upright, I explain to them that it is my first time trying these shoes. We share a laugh as they had experience biking and proceed with guidance for ‘twisting’ out of the pedal before they set me free for the rest of the ride.

Area To Improve #3: Practice

I admit. I failed to listen to the guidance to practice. I only tried to remove my feet a handful of times. Apparently, that wasn’t enough. I was just ready to get going, so I did.

Strength #1: Open To New Adventures

On the side of strengths, I am not afraid to new adventures. I took on a new challenge even though I was scared.

I continue across Midtown with no issue until I had to stop at a red light on 8th Ave and 50th street. I gracefully fall over to the side promptly after I stopped.

The gentlemen on his bike next to me reaches his hand over to try to help me up unsuccessfully since I am glued to the pedals.

Another couple step in to help; however, when I tell them it is my first time using clip-on shoes, they just think I am crazy to learn in NYC rush hour.

Strength #2: Authenticity And Grace Defeats Judgement

I confirmed during the bike ride that I am definitely okay with being authentic - not phased by others judgement.  I truly looked silly each time I fell. I could have been embarrassed, concerned, or afraid to let others help me.

Strength #3: Plan B

I realize that I should be a bit more careful and could potentially hurt myself. I decide to leave one foot unclipped so I can put it down - and not fall. My plan b was successful for the rest of the bike ride across Midtown, along 2nd Avenue, over the Queensboro bridge and through Queens.  

I was excited and relieved to arrive at my destination -  frustrated, annoyed, and felt silly for having so much difficulty. On top of it all, I had to get back on the stupid bike in the morning before work and do it all over again.

After I share my horror story with my boyfriend and he looks at my shoes, I learn that I didn’t attach the cleats tightly enough so they just swiveled. Next time I try something new, I need to take my time, ask for help, and practice. Perhaps, then I will have a better first time experience.

Strength #4: Get Back On Your Feet

While I could have decided to ditch the whole effort after the first fall outside my apartment, a few bruises won’t stop me towards a goal.

I got back on my bike and rode the next morning with my boyfriend into the city. Even with my cleats on tight with his help, I continued to take a couple more falls that same week.

The scariest was the time I fell under a truck next to Central Park. Luckily, I got one foot out in time to get up on my own - with a doozy of a bruise on my bum.

That was one of several bruises that first week weaving in and out of traffic in the city. I was able to use the ‘roadkill’ bruises on my legs as an icebreaker in a product roadmap presentation.

Practice Pays Off

I am pleased to report that my continued practice has paid off. I successfully finished a century ride one month after I got the bike with only one fall. I still need to practice changing gears before tackling a big hill.

I rode across Iowa during Ragbrai last year which was over 400 miles in 6 days. No falls.

Finally, I completed the Timberman 70.3 half Ironman a few weeks later the summer of 2014. And, lucky for me, I didn’t fall or get a flat tire because I need to learn and practice how to change a tire. A race is NOT a time you can ask for help.

Thanks to my bike ride, I learned and confirmed some valuable things about myself.

Yours Truly,

The Pukka Panda

Learn Through Frequent First Time Experiences

There is something about the first experience that we don’t forget. Whether it is the first trophy, kiss, gymnastics competition, 'The First Time', or when we first learn what it feels like to be hurt - from peers, co-workers, someone we love… it shapes who we are as individuals…  The first time we experience something, we are the most vulnerable; hopefully open to learn and embrace the opportunities the world has to offer.

I personally love to try new things, embrace challenges, meet new friends, and welcome opportunities to learn and grow. Here are two recent events that remind me of the significance of first experiences.

Being Vulnerable

During a recent business trip to California, I watched ‘Breakfast at Tiffany’s’ starring Audrey Hepburn - a personal fashion icon of mine. I am refreshed by her carefree attitude, authenticity, and positive outlook on life. She and her neighbor take a day of adventure in NYC to experience a day of ‘firsts’ - being vulnerable to both new things and about one another.  Wondering why I don’t do this more frequently, I texted my boyfriend the idea as soon as I landed…

To my surprise, Friday of that week, he planned an evening of first experiences for me in NYC; running 5 miles of interval training on a Friday evening (I typically like to run in the mornings…), walking across the Brooklyn Bridge (I had only biked), dinner at a new restaurant, and the top of the Empire State Building. I truly felt like a little kid in a candy store with the world to explore and learn - and luckily the world is a big place.

Times Square and Bryant Park from the top of The Empire State building

Tough or Rewarding - It Is Your Choice

I signed up for my first Tough Mudder a few weeks ago for Saturday, August 15th. I didn’t really know the details until I watched videos a few days later… I just expected some mud, monkey bars, ropes; however, the Electroshock Therapy 2.0 particularly worried me a bit. I was secretly hoping I would nail the Funkey Monkey 2.0 with my background as a certified child monkey.

As you can see on my face, the electric shock was not my favorite. At least it was the last obstacle. It was just a really weird feeling since you could feel it throughout your entire body.

Fast forward to past our team carpool from Brooklyn, Def Leppard jam on the school bus ride to the location, and coordinated ‘warm-up area’, it was finally our turn to be TOUGH! When we arrived at the start line, we were told to kneel down for a pep talk from Sean Corvelle, the MIC guy for Tough Mudder. During his speech, he emphasized the power of teamwork and positivity, shared Tough Mudder stories, and highlighted the importance of trying new things. 

I am pleased to report that I successfully completed the Funkey Monkey! The monkey bars were always my favorite on the playground. Even today, I become a kid again at any playground that has monkey bars or anything to climb.

Sean said, "Try to do something for the first time at least once a week."

Done! The Tough Mudder was not only a great first experience, I am now inspired to try take Sean’s advice.

Whether the first experience is tough or rewarding, I encourage you to be open and think positively. You have the choice to create your own adventure, learn from each challenge, and create endless opportunities for yourself and others.

I look forward to sharing new first experiences with you all. I would love to hear about your first experiences.

Yours Truly

The Pukka Panda