5 ways this retailer rocked the high street

4-minute read

Thurs Aug 2 2018

Consumers remember brands that create the most atmospheric, sensory and spontaneous experiences. That’s according to new research from Barclaycard Business¹.

In other words, how consumers choose which brands to engage with, and buy from, is based on much more than transactional elements like price.

With that in mind, giving customers great experiences in one or more of the following ways could be just the ticket for businesses of any size looking to survive and thrive, whatever sector they’re in.

Barclaycard Business customer Crazy Pig Designs – London-based designers and makers of handcrafted rock star jewellery – has been thriving on the high street since 1992. This is testament to how well they’re rocking the world of great customer experiences.

They entered our business customer competition and won the chance to pop up in the VIP hospitality area at Barclaycard presents British Summer Time festival. So, we caught up with them to find out how they thrive on the high street and give customers unexpected experiences:

1. Be completely authentic and transparent

Attracting new customers and encouraging loyalty can be as simple as telling people about your business’ good practices. Like using local and ethical suppliers, for example. New Barclaycard Business research found consumers talked positively about buying from places that promote or support local business².

“For us, authenticity and transparency are central to our business and they always have been,” say Crazy Pig Designs owners Armand and Jeannette Serra.

“It’s always been me in house designing the jewellery, hand-carving the designs in wax, which are then cast and hand made in precious metals, right here in our UK workshop, in ethical manufacturing conditions, and never compromising on these things just to try and make a bigger margin.

“I want you to buy a ring or bracelet that you’ll wear for 25 or 30 years that you can pass down to your kids if you want to. I see our pieces as minor investments for the return you get. Our customers will only see it that way too, if they know that we’re an authentic brand”, adds Armand.

2. Always be one step ahead 

It’s important to know where your customers want you to be (and be there). But most people love a good surprise too, so if you can also be where your customers least expect it, you might just win more of them and strengthen loyalty.

“We’re so excited to be popping up in the VIP hospitality area at Barclaycard presents British Summer Time festival in Hyde Park. As a Barclaycard Business customer, it’s such a great opportunity for us to be in front of fans of the rock bands playing that weekend. They’re exactly the right audience for Crazy Pig but in a completely different, unique setting.”

3. Create exclusive content, events and products

Loyalty isn’t all about offers and discounts (although of course there’s a place for those), it’s also about making consumers feel like they’re critical to your brand. After all, without them there wouldn’t be a business, so remember to make them feel special. This could be by giving them exclusive content, experiences or products.

For Armand, Crazy Pig Designs creates loyalty by giving customers beautiful, handcrafted jewellery, and a unique buying experience.

“In a world where so many things are mass produced, our store is an experience in itself. We offer something different. And I love seeing people showing their jewellery to other people and on social media; being proud of the pieces they’ve invested in.

“We could buy stock or have our products made abroad but that’s not what the customer wants.”