Frequent readers of the Retail TouchPoints blog know how much we love BaubleBar. The multichannel jewelry retailer has done a lot of really fun business initiatives across channels, including its social media strategies and pop-up shops!
But today at #StellaSummit we got to learn more about BaubleBar’s customer service branch…the SWAT team. (Sounds serious, right?) Well, suffice to say, the SWAT team is a lot of fun!
Nina Alexander-Hurst, Director of Customer Experience and SWAT, shared a few insights on the retailer’s video chat strategy, which “gives customers around the world the opportunity to interact with us like they are at one of our SWAT shops."
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Nina also shared a video chat exchange with a customer named Kirby, who was looking for jewelry to sport with a black dress that she was wearing to a bachelorette party in Las Vegas.
First, Kirby filled out a questionnaire so the SWAT team had a high-level understanding of the occasion and her personal style. This also helped the team to prepare a few potential pieces that would be of interest.
Live from the BaubleBar NYC headquarters, Nina then connected with Kirby and shared a few options. They had an open dialogue, with Nina sharing her favorite jewelry, as well as more information on how to layer pieces. The exchange basically replicated the in-store experience, with both parties communicating in real time.
"You start to build a relationship with the customer,” Nina said. “Basically everyone on the SWAT team has their own voice and we want them to use them. Just chit-chatting about things just makes the video chat more smooth and more fun on both sides."
Once the conversation was complete, Nina followed up with an email that included links to the products she liked, which helped "solidify the relationship…that is so important,” she said. When consumers complete their transaction, the SWAT team also “surprises them with sparkles,” or free products as a “thank you” for interacting through video chat.
BaubleBar is doing a great job of connecting with their fashion savvy consumers in a quick and effective way. Sometimes it’s hard to visualize products – especially jewelry – in real life. So taking the initiative by giving consumers all the details they need to make the best buy is definitely great customer service!
