Chico’s Gains Brand Loyalty One Experience At A Time

Before Chico’s recently launched, a new e-commerce site, featuring the beautiful prints and bold colors the brand is known for, company officials didn’t have to conduct any surveys or focus groups.

“We didn’t need to survey them,” Lori Shaffer, Senior Vice President, Outlets and Corporate Store Operations, Chico’s FAS, explained to Loyalty360. “They asked and we listened. We had the technology in place so we were able to move very quickly to respond to what our customers wanted from us. We are firm believers that today brands need to provide a complete omnichannel experience, and we know our boutique customers enjoy being able to shop on their own terms. We wanted to extend the same level of accessibility to our outlet customers.”

The new site gives customers 24/7 access to the same exclusive styles available at Chico's Outlet locations, and provides a digital storefront for customers who are passionate about the Chico’s Outlet brand, as well as being a destination for potential new customers who don’t have a brick-and-mortar outlet in their area.
What’s more, the site, which sells exclusive product, was built to easily navigate on any device.

Chico’s sells exclusively designed, private label branded clothing aimed at fun, fabulous, and fearless women 45+ featuring a combination of on-trend, expressive and one-of-a-kind designs. The result is a wardrobe that is fashionable, unique, relaxed, figure-flattering, and comfortable.

Chico’s currently operates more than 600 boutiques and over 100 outlets across the U.S., Canada, and Puerto Rico. Chico’s FAS comprises the following brands: Chico’s, White House | Black Market, and Soma Intimates.

“We want customers to be able to browse, engage, and shop with us whenever they want, however they want,” Shaffer added. “Not everyone lives near one of our outlet locations, and allows more customers to easily access the brand experience at their convenience.”

Shaffer said that customers are looking for brands that share their values.

“It starts by giving them one great experience after another, which hopefully turns into a consistent and positive value exchange,” she explained. “We try to make sure our brand is consistently articulated in everything we do from our beautiful product, to our omni experience, to the amazing service in our stores, our communications, and in our call centers. In so doing, we increase a customer’s propensity to become a brand advocate.”

A brand gains customer loyalty one experience at a time, Shaffer noted, by honoring customers and engaging with them in a way that is meaningful.

“You can earn their loyalty when you can consistently deliver positive experiences, desirable product, and great value, all of which have relevance to the customer and their life,” she added. “Eventually, you become ‘their brand.’ Today that also means the ability to shop on their terms, any time, any place, having things delivered straight to their doorsteps, plus, of course, getting great customer service at every touch point.”

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