Selling online isn’t as easy as it seems. The toughest luck you can get is people browsing through your catalog and heading off to other reputable stores to finish their purchases based on information they gathered from your store. Fabletics is trying to turn this around with a new and innovative reverse showrooming technique. The idea is to build a strong relationship with everyone who lands on their store.
The plan involves creating a membership plan with a couple of incentives and reasons that make people stay loyal to the membership. The efforts have resulted in an impressive 30 to 50 percent of store visitors being already members and another 25 percent of first timers becoming members. Fabletics has created a sublime online and offline shopping experience such that anything you try while on the physical store goes into your online shopping cart. In this way, customers can remind themselves of what they loved later on hence improving the chances of finally placing an order.
Fabletics focuses on adding value to the end user and improving customer experience, gamification elements and adding exclusive designs into the equation. This is different from traditional brands that have been identified by price and quality of their goods or services.
With Fabletics, you get a membership model that allows you to personalize your shopping trends depending on what your fashion requirements are. The personalized service helps make your shopping trends easier by giving you the right suggestions at the right time. This coupled with the fact that the good comes at competitive prices means that the additional perk goes a long way into drawing in new customers.
Fabletics is a Kate Hudson brain child and is geared towards taking over the e-commerce market. This is quite a tall order bearing in mind that the niche is quite competitive with over 20 percent of the franchise currently controlled by Amazon.
Her activewear brand has taken on and in just three years, it has grown into an impressive $250 million business. All this success is attributed to the subscription mechanism the company uses to sell clothing to its customers. The first step is to push your customers into subscribed members who identify with the course. After this, it would be easier to understand their preferences hence making it more convenient to convert the better part of your traffic into actual sales.