Personalized pricing
About a year ago, I realized GAP gives different discounts to different customers. I'd picked out something from their website & had a 30% off discount code across the top banner of the page. But when I called up the GAP site on a different computer, a 40% off discount banner appeared. The moment I logged into my account on the site, the discount reverted to 30% again.
Why would GAP offer me, a loyal customer, only 30% off but offer a stranger 40% off? Here are a couple possible reasons:
1. I return 90% of what I buy there. I might actually be their worst customer.
2. They already have me; they want to attract a new customer.
No matter what the reason, I think it's unfair to offer different discounts, but I also think personalized pricing, personalized sizing, personalized shopping will soon become commonplace.
Why would GAP offer me, a loyal customer, only 30% off but offer a stranger 40% off? Here are a couple possible reasons:
1. I return 90% of what I buy there. I might actually be their worst customer.
2. They already have me; they want to attract a new customer.
No matter what the reason, I think it's unfair to offer different discounts, but I also think personalized pricing, personalized sizing, personalized shopping will soon become commonplace.
Personalized styling
I've recently come across two websites that will customize clothing to your specifications...
| "eShakti is the #1 in women’s fashion clothing in the USA for custom-clothes - made to your size and style. For those who just want standard sizes, everything is also available in sizes 0-36W." |  www.eShakti.com |
 PERFECTLY.ME | "Perfectly.me is going to break the mold long held by the fashion industry. We offer women’s personalized apparel, sold by stylists and designed to fit, flatter and embrace each unique individual. Our goal is to make women feel confident about the way they look, no matter their size or shape. We use a personalized approach to style and clothing. Trained and certified personal stylists will work with clients to evaluate their body shape and proportions, coloring, and lifestyle, to determine their style personality and then deliver very personalized wardrobe suggestions." |
Personalized service
We have personal trainers, personalized interior designers, & image consultants. An image consultant will assess what you have & then help you assemble a wardrobe to help you achieve your career or personal goals.
Several stores also offer personal stylists or live chat--have you ever used the service?
The other day I received an email offering me a personal concierge through one of the online stores where I shop:
Several stores also offer personal stylists or live chat--have you ever used the service?
The other day I received an email offering me a personal concierge through one of the online stores where I shop:
I predict we'll be receiving more emails of this type.
The bottom line
Our eyes are bigger than our stomachs: I'm not the only one returning 90% of what I buy--especially online. Returns flood most stores & result in huge losses for most retailers (more on this topic in this article from New York Daily News here). But would you return something that someone personally helped you pick out? And items customized to your size & style are rarely returnable. In short, personalizing saves companies money.
Because I'm a bit of a whimsical shopper, I like the option to return what I buy. I've also discovered that the more trouble I put into customizing a piece, often the less likely I am to wear it. I also like being anonymous by shopping online & returning through the mail. Although I appreciate the trend, I'll be trying to steer clear of personalization.
Because I'm a bit of a whimsical shopper, I like the option to return what I buy. I've also discovered that the more trouble I put into customizing a piece, often the less likely I am to wear it. I also like being anonymous by shopping online & returning through the mail. Although I appreciate the trend, I'll be trying to steer clear of personalization.
What about you? Have you ever worked with a stylist or had something personalized for you?
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