Jennifer K. Buyer for Fred Segal LifeSize Kids. Los Angeles, CA
Subject: Customer Service & the Repeat Customer.
Jennifer is a great friend, colleague, kids buyer and overall person. We have been ever so lucky to know and work with her for this many years and love and respect her on so many levels… She has worked at Fred Segal LifeSize Kids (their legendary children’s department) for over 16 years, and is a woman of many talents. It was tough to just pick one subject on which to interview her, so we gave her a range of questions, from customer service to line selection.
QUESTIONS FOR YOU:
1) Being in the industry as long as you have, your store is known to have a loyal customer including celebs, moguls and industry mavens. What advice would you give a boutique on how to build and retain a repeat customer base within their community?
a. Make customer service your main priority. Client List – keep a log on what customers are buying, what they like/don’t like, important dates, names, kid’s sizes, style etc. LISTENING to a customer’s needs is quite important and even more so is using that information to follow up on little things they may need, like, etc. Whatever makes them feel extra special, and that you really appreciate their business. Thank you cards. Gift wrapping. Special ordering. Having a unique product mix to fill most their needs in a one stop shopping experience keeps people coming back for all their different needs and events. For our celebrity clientele – we keep anonymity for the privacy of our customers, and respect that privacy. A big thing we like to remember is to treat EVERY customer like a celebrity and every celebrity like a customer.
2) Your store carries some of the most prestigious, trend forward and high-end children’s brands; what draws you to a line initially? Do you envision certain clients, or the store as a whole when selecting the brands you carry?
a. Every store is different but we particularly specialize in mini me fashion. I always look for the right fabric, right fit and on trend styling. It has to be child appropriate, and we won’t buy a brand just because of a name. Sometimes we think about certain customers when buying, but overall we stay true to our look and niche, as that is what keeps our customers coming back.
3) Over the many years with Fred Segal I assume you have been through many employees. Finding and hiring good people is something everyone struggles with…. What do you look for in new employees, and what do you try to instill in them to meet your high standards of service?
a. Having fashion being a passion and interest is very important for our staff. It is important for me to find a person that works hard, is a self starter and a team player. We like our staff to be outgoing, warm and friendly so they can relate to our customers and each of their needs. It is important to love the business, and also very important to teach each our employees about each individual brand to help properly sell it. It helps so much when they know where the brand is from, how it typically fits, the selling features and details so they can truly know what they are talking about when selling to their customers. This helps them and the customer feel comfortable and confident throughout the buying and selling process.