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Delivery: The importance of the personal touch

  • News
  • June 8, 2016
  • Jai Breitnauer
Delivery: The importance of the personal touch

“We wanted to create a site that was easy to use for the customer and streamline our backend processes as well,” says Julia Ford, head of design and sales. “Most importantly, we wanted shopping on kathrynwilson.com to be a personal experience.”

Instore, the high-end service continues right through to the moment the customer walks out the door – the Kathryn Wilson team wanted the ecommerce experience to be the same.

“We felt the order confirmation email was another opportunity to communicate with our customer, and we wanted to speak to them like we would in-store, using Kathryn’s personal voice.”

With some clever back-end coding, the team were able to send a relaxed and personal message to their customers confirming their order from the company’s founder herself. Their courier company, Fastway, uses a Kathryn Wilson-branded email template to replace its standard tracking email.

“We’ve also changed the packaging, so Kathryn Wilson products come in their own, personalised bag with Kathryn Wilson sketches on the side, not the standard Fastway bag,” says Ford. “We include a handwritten note from Kathryn in each order, tie the box with ribbon, and place it in a store bag before it goes in our own branded courier bag”.

In this way the team are able to preserve their own brand image right through to the moment the customer takes delivery, even when using a third party courier.

“We’ve had amazing feedback,” says Ford. “It’s quite a process to unwrap the product and we’ve heard stories about women in offices crowding round desks for the ‘unveiling’ of an order. This is exactly the feelgood buzz we are trying to create.”

This story originally appeared in NZRetail magazine issue 743 April / May 2016

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Military-style semi-automatics ban announced

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  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

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Retailers gather for insights at NZ Retail and The Register's breakfast

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  • The Register
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Results are starting to trickle in from Christmas 2018/2019, and for many retailers, they're a little disappointing. Paydar chief executive and co-founder Kelly Withers explores the data.

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