Panic promotions are often the first step to compromising your brand.
Execution is so important in anything we do, and our first winter Sale was to be a genuine and exciting event to be anticipated by both the retailer and customers alike.
And quite simply, the customer response to our first winter Sale event was overwhelming, taking us somewhat by surprise. Our intention was to offer great value for money, with consistent messaging across all social media platforms, and 50% off the very best of British kidswear brands.
We’ve also taken the opportunity to offer free delivery to our growing base of very local customers and have seen a significant increase in social media support, with customers talking to us directly via Facebook and Twitter.
As I write, we are still in Sale, which is scheduled to run until January 25 - a four-week event that has really driven impact and positive momentum. We will not be a retailer that drags out a Sale longer than planned - our final week will be our final week.
We are very much looking forward to launching our spring 13 season, and are already planning to have plenty of new-season ranges and collections to talk about.
- Claire Harper is founder of kidswear etailer IndiaCoco