Any e-retailer has to go through a lot to market his business. Hence the marketing model will include informing the customer and making him excited to visit the store or site. Next is to price and present everything in the right way so that the customer purchases. Next stage is to provide efficient customer care and ask for feedback in order to gain customer loyalty. This can mean the transformation of the customer into a loyal member.
Fabletics has taken an entirely different approach from all the major e-retailers including Amazon. They have taken the last step first. This is being termed as reverse showrooming by them. Rather than getting people interested to visit the store, they make the showroom so interesting through deals and offers that customers are prompted to visit it.
Fabletics is fronted by Kate Hudson. It offers workout clothes. These are quality products that are designed for the high-end segment.
Fabletics is focused on making visitors as their member first. Hence anybody walking into a store or visiting the site is asked to fill up a lifestyle quiz. This gives an idea about the taste, style, and demographics of the person. Now this person is sent a gift. Hence there is a transformation from a visitor to becoming a member directly.
This brand is quite confident of its goods. They are well aware that nobody can ignore the quality of the workout clothes being provided. Once people receive the free gift, they will try it on. Since the company already has all the details about the customer, hence the clothes will be as per taste and will fit well too.
This would prompt the customer to become a VIP member. This is because of the attractive deals and offers being made available to the VIP members. Hence Fabletics has managed to garner members before they have made any purchase from the company.
In fact, nearly half the people walking in through any Fabletics store are members. Hence these can be considered as low lying fruits. This is bound to lead to higher sales for the company.
There is a monthly subscription fee for the VIP members. It is easily compensated by the savings being made during shopping by using this membership card.
Fabletics ensures that it stocks the latest trends. They are well aware that they are catering to the high-end segment that is knowledgeable and would like to stay fit and fashionable. In the case of those holding the VIP membership, information will be given about the latest trends entering the store. This ensures that the customers do not miss out on anything. In fact, they can be the first ones to sport the latest workout wear. This is why the VIP membership is so attractive for all.
This is a highly innovative and unique approach. Besides, it is working out well for Fabletics. In fact, they are being cited as taking on Amazon with this strategy. It clearly indicates that Fabletics is here to stay!