Coldwater Creek Gives Customers the Royal Treatment
Posted by Becky Carroll on May 6, 2008
I love the way Coldwater Creek keeps their customers engaged through their marketing. Of course, there are the regular catalog and emails that come out; nothing too special about those. However, I just got an offer from them to be treated like royalty, and it made me smile.
I received a note card from Coldwater Creek with this on the front:
“Fashion and relaxation fit for a queen. Without those annoying hats.”
The graphic shows pictures of crowns and tiaras, along with their brand. Inside, I find that my friends and I are invited to Coldwater Creek’s version of High Tea, along with a product demo and drawings. This particular store is well suited to this, as they also have a Coldwater Creek – The Spa at the same location. The copy inside the card is “royal”, talking about “courtly prizes” for you and “your entourage”. Very nicely done.
Of course, I called the store to find out more. Between the hours of 4 and 7 pm, they are basically holding an open house for customers with lots of goodies to eat (pastries, cakes) and drink (tea mostly!), along with the chance to show-off both clothing and spa products. It is not just for those who received the invitation; anyone shopping that evening can also partake. But only existing local customers received the invitation.
This particular mailing was refreshingly different. It made me feel special. It made me feel noticed. Too many direct mailings are to push products or send invoices. Coldwater Creek did a great job of standing out with a fun direct mail piece that caters to their customers. Yes, “old school” techniques still work in this social media world!
You rock, Coldwater Creek. Cheers!
(Photo credit: Scanty)