Customer service lessons from the Buckle

I love to go shopping for inspiration and ideas for my business. It’s so important to look outside the industry and keep an eye the latest trends and fashions.

I always pay attention to the marketing, the entire store experience, how products are merchandised, the packaging and even the product labels. How can I use these ideas to improve the client experience in my studio?

I was recently at the Buckle to get a pair of jeans. I have shopped there before and it is no surprise that they have done well during the recession.

Here’s how Buckle’s focus on fit, product selection and service gets it right.

1. The sales people are friendly, attentive and helpful and not in an overbearing or phony way. They are well trained in serving the customer. I like how when I walk in, I can tell someone my size, the style I’m looking for, and they will appear in about a minute with 3 or 4 good pair of jeans. Then while I’m changing they are still looking for other styles I might like.

I only went in for one pair of jeans, but they always bring more jeans and shirts to try on and I end up buying more. What I like about the suggestions though, is that they do a good job of listening to you and making genuine recommendations that fit your style.

The Buckle also offers a “Get Fitted” service, where you can make an appointment with a specialist who will help you find the right fit and style.

Another little extra, they give you a card with the cut and size of the jeans you are purchasing, for the next time I come in.

2. The clothing is unique and you cannot find the same things anywhere else. Plus they keep the selection fresh and updated. If you see something you like, you better grab it because it will be gone soon.

3. The right value/price equation. The clothes aren’t cheap. They are medium to better priced apparel at a great value. They have a great product selection with both lower and higher priced items. People are willing to pay a little bit more for great service and a unique product.

Many people don’t know this but Buckle offers free alterations on their jeans. They are serious about finding the perfect fit for you, but this is a great value added service. Not only that but the sales person said they’d be back in 10 days and I would get a call when they were ready. They were ready in 3 days.

4. They stand behind their product. A while ago I bought a pair of jeans with buttons on the back pockets. I only had the jeans about 3 weeks when one of the back buttons came off. I took them back to the Buckle to see if they could fix it. They said it couldn’t be fixed so they replaced the jeans for FREE. I didn’t even have the original receipt with me.

The Buckle does everything right, down to the last detail. Besides the unique product selection, their killer customer service is where they really shine.

So how can you use this is your business? How can you improve the client experience in your studio? What other places do you like to shop, and why? As photographers we can get so focused on the technical side of things that we forget the service part.

Tomorrow: What happened to Abercrombie?

Tags: buckle, customer experience, Customer Service, Outside the Industry

Category: Marketing, Outside the Industry