“Really it’s about making contact with your customers, letting them know what you’re doing, reeducating them about them the brand; how we’re growing and the ranges we’re developing,” she says. “I love having the boutique and being front of house of my business all the time, and the pop ups are an extension of that.
“It used to be all about having a good website, but when it comes to building trust with your customers, and perhaps giving them the confidence to order from you online, you can’t beat face to face contact,” she says.
In addition to her off-site pop ups, as a retailer Higgins also appreciates the added value she can offer her customers by hosting visiting designers in store.
“We had a millinery month in the boutique during March,” she tells me. “It’s a great add on service to offer customers, a little event in store with the chance to meet the milliners. It’s a lovely way for me to collaborate with other designers, and at the end of the day, it’s all about customer satisfaction and that final outfit. Whether they purchase hats on the day or place a custom order, it’s lovely for customers to engage with the designers and perhaps even be part of the design process.”
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