I’ve heard of brands creating to experiences to “meet customers where they are.”
I’ve heard of experiences designed to “meet customers in the moment.”
Until this week, however, I’d never heard of experiences aimed at customers who were in the process of taking weight loss drugs or embarking on a new life after a divorce.
Stitching together a new CX strategy
According to a recent article in fashion industry publication Glossy, Stitch Fix is specifically marketing its online personal styling service to the estimated 12% of Americans who have used or are using GLP-1 medications, which are designed to help combat obesity.
Then there is another ideal customer profile (ICP): the men with a recently-updated marital status. Here’s how Stitch Fix’s CEO explained the CX opportunity:
“About 80% of the items in a man’s closet were purchased by someone else . . . When that changes, they often don’t have the capability or the history to shop for themselves. At the same time, they may care more about how they look when they leave the house, especially if they are entering the dating world.”
The article suggested Stitch Fix wasn’t being creepy in its targeting but using its own first-party data, such as customer requests for stylist-curated product assortments it dubs “Fixes.”
Talk about major life events
What intrigues me about Stitch Fix’s approach is its recognition that customers’ lives are never static. Yet few experiences are deliberately developed for those going through these kinds of transitions.
In both cases, these could be considered difficult but life-changing junctures, where a thoughtful response for help could lead to a stronger connection with a brand.
Stitch Fix, for example, is leaning heavily into AI-powered virtual try-on technologies so people can see how they look in a particular ensemble. The value of such experiences could be heightened when you’re losing weight or hitting the dating scene again for the first time in years.
This reminds me of when I bought an expensive suit and the retailer included a card in the jacket pocket offering free alterations over the long term. This included a time when I may have lost a few pounds or (in their words) “God forbid, put on weight.” Although I’ve never taken the retailer up on their offer, I’ve never forgotten it.
It’s still okay to focus on CX strategies based on relatively minor needs and desires. Long-term loyalty, however, may depend on spotting when customers are going through something where they could really use a fix.